As an organisation with a product to sell, getting people to know your brand and pick it above that of your competitors is a key objective to any marketing campaign. There are all kinds of marketing tools and techniques that can help you get better brand recognition and put your product at the forefront of your customers’ minds.
This is all very well, but unless you understand the benefits of putting your marketing money into brand recognition it’s unlikely to figure amongst your priorities. Take a look at our key benefits below and find out what you could be missing by not paying close enough attention to brand awareness.
Getting a foothold in the market
When you’re just starting out with a new product, making sure people recognise it is an important first step to gaining market share. Once people start to identify your brand and what it stands for, they are much more likely to try it than they would be if they were unaware of the brand and its benefits.
Once you have that foothold, you’ll be more likely to gain ground. As people try the product and word spreads, customers will identify your brand and seek it out for purchase.
Identification and loyalty
People tend to be more loyal to things that are known to them. If given the choice of choosing a new product over one with which they’re familiar – even if they aren’t entirely satisfied with that product and what it offers them – and a new product, most customers will go with what they know.
As faithful and loyal as man’s best friend
Getting people to recognise and identify with your brand is helpful in establishing that degree of familiarity with the product and the company. Once you have that, your competitors will have to compete with you on the back foot and try to get a start in less fertile territory.
While your product may be one of dozens or even hundreds like it in the marketplace, it’s important to find the thing that makes it unique. Often it’s the brand and what it stands for rather than the product itself that has the edge in this area of marketing, making people identify with a broader set of principles and ideals related to the brand rather than just seeing the product in a particular colour of packaging.
Your brand identity says as much about your customer as it does about your company. Deciding how you want your customer to think, feel or react to your product will go a long way towards deciding what you want to get out of brand marketing. Choosing your branding carefully allows you to have an impact on the emotional state of your customer and in so doing create the kind of loyalty and added value that companies crave from marketing.
There’s no company in the world that would pass up the opportunity for a better outcome for less money. Making your marketing budget stretch further will make a difference to your bottom line and will make your accountant and your chief executive equally happy.
Keep control of the purse strings
Improved brand recognition gives you the chance to do this. With a strong brand identity, people tend to have a clear association with what they believe about the brand, products and benefits of buying what you have to sell. With this in mind, there’s less need to spend on costly promotion as with a strong customer understanding of what your brand is all about will do some of the hard work for you.
Improving the awareness of your brand identity amongst your customer base has a whole host of benefits. Improving sales, customer loyalty and making the most your marketing budget means it makes sense to boost your brand awareness.
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