The general notion of brand awareness is actually simple, and there is nothing twisted about it. To explain it as plainly as possible - it refers to the consumers’ familiarity with a given brand. It describes who, and how, remembers and associates this particular brand and, as a result, what are the chances (if any) that a consumer will become a customer.

Recognising and recalling - what is brand awareness?

Brand awareness is often interchangeably used with brand recognition and brand recall. These two notions are not the same, as they are narrower terms than the idea of awareness itself. Brand recognition is related to the so-called aided awareness, which means that a consumer can name a brand on the top of their head when asked about an example. Brand recall refers to the situation when a person has recognised a brand, but only when shown on the list.

Make yourself known

Building brand awareness is crucial when entering a new market but, sorry to disappoint, the effort never ends. Even if your business thrives for some time, you need to take care of increasing awareness. Why? The answer is the same as always - more customers, higher profit, expanding business. The more people recognise you, the more of them trust you and buy from you. 

Brand awareness can be, and is, built entirely from scratch. Here are some key elements that will help you understand, how to increase brand awareness:

• Your brand is their friend - people tend to trust and choose those brands that they find appealing. How to make it attractive? It’s best to give it a face, present the brand as something more than just a money-making machine. There are many ways to do that. Be active in social media, comment, post, intrigue. Make sure that your content is not only about products or services, but also informs, gives advice, or entertain. Engage people to interact with your brand, and they will be more willing to stay.

• A story behind everything - everyone, and everything, has a story to tell, and people generally like to hear some good narrative. Don’t be coy and share the history of your success, the anecdote or the tale. The choice is yours, but storytelling is an invaluable marketing tool.

• Be associated - the well-remembered brands are the brands associated with something. If you want to be recognisable, engage in sponsorship, social actions, or other events. Find something that corresponds with the message and idea behind your brand and stamp it with your logo, so the participants of the event will keep the brand in mind.

Is it fame yet?

How can brand awareness be measured? It is a tough task, but not impossible. The easiest ways are traditional surveys (although in a modern, online form), in which you can ask respondents if they recognise your brand among others. You can also ask them which brand comes to their minds when they think about a given product or service (so-called aided brand awareness). Other tools might be helpful, like site traffic statistics or social engagement notifications. 

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