Everything brand awareness

What is brand awareness?

Quite simply, it is the level of familiarity your target audience has with your brand. We build our brands as a reflection of our target audience as well as our values and aim to reflect our company objectives and morals. At the same time we are attracting our target audience to; increase the brands’ popularity, better its position in the market, and overall aid towards lead generation. So we must ask ourselves, what affects the level of familiarity an audience has with a brand? Why is brand awareness important for business, and how do we generate brand awareness?  

Here we are going to tackle everything brand awareness and how this is achieved with video.

What affects the level of familiarity your audience has with your brand?  

The main factor that affects your brand’s awareness is you! Not you specifically, but your business. A brand aims to reflect its audience’s morals as well as its own. We have to ask ourselves what do we stand for? Services aside, what is the driving force of our business? Is it reducing the stress of our customers? Or potentially improving the environment? It’s important to ensure that your mission statement is explored. Because people relate to this more than services. It gives users something to connect to! Today’s users are active rather than passive. We want to engage with the companies that align with our driving forces.  

Why is generating brand awareness important for your business?  

Generating brand awareness helps you grow your audience. You’re targeting a larger pool of users, hoping to find some that align with your brand’s principles. This is good for two main reasons. You’ll gain increased popularity which will lead to a strong standing within your industry. Second, you’ll be able to gain valuable marketing insights by attracting more of your target audience.  

By aligning your brand with your audiences’ morals, you invite your audience to develop a great relationship with your brand. This can blossom into brand advocacy, whereby your audience actively promotes your brand and services. Tesla is well known for its brand advocacy. They have gained a lot of popularity through this, relatively more than their budget on advertising. One advocacy tactic Tesla uses is their referral scheme, whereby a referred user will receive discounted products. Another tactic is sharing with their customers the positive impact owning a Tesla has on the environment. Customers are able to see how much CO2 has been removed from the environment and the gallons of petrol saved through their advocacy. This inclines customers to share their positive impact, as it aligns with their morals. 

Raise the popularity of your brand. Make your business a fierce competitor in your industry. Increased popularity also improves your brand equity. As the more positive experiences your audience has with your brand, the more your brand is worth.  

How to generate brand awareness and avoid common mistakes.  

Add personality to your brand. This is achieved by aligning your brand with values. In turn, showing your audience what you stand for. Publish content that inspires sharing. Increased shares of your content is a good indicator of brand advocacy. It shows you that your audience is not only agreeing with you but validating you. As they’re showing their followers that they support you.  

A common mistake when generating brand awareness is sharing too much content about your services. Today’s user is active and values your opinion as much as your offerings. Share your stance on topics and trending discussions to attract new audiences.  

Position yourself as a solution provider, not a service provider. Your services offer a unique solution for your audiences’ issues. This is what brands want to capitalise on. Fancy equipment and skilled professionals are arguably useless if the brand is not positioned as a solution provider. This is because the brand is not exploring the full potential of its unique selling points (USP) to help it stand out from competitors. Audiences are active rather than passive and will have a handful of brands to choose from when looking for their solution. To stand out from the crowd, create a narrative that positions your brand as a solution provider.  

Why is video the best tool to use to achieve increased awareness?  

Video is favoured! The biggest and most populated platforms favour video content the most. This is beneficial for several reasons, but we’re going to focus on two: an increased opportunity for sales and valuable marketing insights.  

Communicating your messages and values will have a bigger impact with visual aids and storytelling. This is because creating a narrative makes it easier for your audience to digest your messaging. Studies have found that video on landing pages increases conversion rates by over 80% (Hubspot, 2020). This helps increase a brand’s opportunity to connect more with its target audience.  

 A video is a form of communication that offers a variety of marketing insights. For example, we’re able to understand what affects audience attention by looking at video drop off rates. We then improve communication by analysing what retains audience attention. And creatively repeat it to keep audiences engaged.  

Finally, video is an interesting and engaging form of communication. Users consume content quickly. We need content that grabs their attention and keeps them engaged. Creativity and a good narrative help condense information into bite-size pockets of information. At Bareska, we call these Micro-Moments. This helps retain audience attention, as well as inspire curiosity about the brand. 

Get started on your brand awareness journey with us today 

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