What do we cover on this page:
- What is brand awareness? Knowing your brand and what you stand for
- Why does it matter? Improving brand perception, building trust and driving sales
- How do we build it? Knowing your customer, clarifying targets, blending resources
- Blog Insight: How can technology companies engage with customers in store
What is brand awareness?
The first step in the buying process
Every customer journey begins with brand awareness. Without awareness, the general rule is that consumers won’t consider your brand. If your customers don’t know you exist, they won’t buy from you. Simple as that. Yes, impulse buying does happen on occasion, but the majority of purchases take place with prior knowledge of the brand. And the greater your brand awareness, the less you’ll rely on customers discovering you by chance, because you’ll be finding them.
Know your brand and what you stand for
What does your company believe in, and what difference do you make in the world? Knowing your branding means understanding your brand purpose, and its reason for existing. Your brand purpose doesn’t need to be as huge as saving the planet. But it does need to be inspiring and memorable - reaching out to enthuse every person within your company, as well as out there in the consumer world.
Defining your brand and the ‘why’
The first step towards defining your brand purpose is to define your ‘why’. It goes beyond the drive to make money, and digs deeper into the purpose behind the brand. Finding your ‘why’ will drive attachment and action from both customers and employees. Your ‘why’ should align with everything you do to build the brand. It’s the starting point from which your vision, mission and values follow. Plain and simple, it’s the reason your brand exists.
Know your brand:
Purpose - why we exist
Vision - what we aim to achieve
Mission - how we plan to achieve our vision
Values - what we stand for and how we behave
Positioning - how we are different from our competitors
Identifying your brand and its USP
Why should I choose you? Why should I buy from you? Why should I pay for your services? Identifying your unique selling point will answer those questions from your customers. It forms the core personality of your brand and provides the reason why people should spend their money on you. Your USP voices the unique quality that sets your brand apart from all the other noise in the market. And it’s the deciding factor why your customers come back, time after time, to buy.
Brand salience and critical touchpoints
Building brand awareness is crucial, but your ultimate goal is brand salience. You want your brand to readily spring to mind when a customer is about to buy a product or service. Brand salience is about being top of mind at just the right time - in the buying situation. It ensures you rise above your competitors and top the shortlist in the customer’s decision process. To encourage this, you can create cues that activate the brand at critical touchpoints. The secret is to meet the customer’s needs at that very moment of purchase.
Why brand awareness matters
Improve brand perception and trustWhat is brand perception? It’s your customer’s personal impression of your brand. It’s what they believe your brand represents, rather than what your brand mission statement claims. It’s about truth and trust, and as such, it’s no simple task to achieve a positive brand perception amongst today’s highly discerning audience. Building strong brand awareness will help you climb this mountain. It will help you develop personal relationships with your customers. It will win their loyalty. And it will build brand advocates to spread the good word (and do your work for you).
Drive website traffic and sales
Want to drive traffic to your website? Want to generate leads and sales? Building brand awareness is the first step in the process. Make people more aware of your brand, especially relevant, high-quality audiences, and you’ll reap the rewards of generating conversions and dominating your market. Brand awareness campaigns will enable you to message across new channels, reach new audiences, and feed the sales funnel from new sources.
How we build brand awareness
You need your products to be visible to the right people, in the right locations at the right time. We will amplify your brand awareness for maximum impact. Our approach creates a high level of brand awareness to give you a competitive edge, keeping your brand top of mind for customers.
Know your customerYou need to know who your customers are, where they are, and their needs. That’s what our data-driven methodology delivers. We use big data, from unique sources. Not content with EPOS, we’ve taken that leap into advanced insight, using mobile phone tracking, visual analytics, ethnicity and demographic data. Combined data sources have never been merged and analysed like this before. The result is one single view. We get to know your customers, and how to reach them. We know their movements, their timings, and their motivations to buy.
Once you’ve pinned down your customer profile, you need to identify the best way to engage with them. Our Liquid methodology helps us dig down into the data and create the optimum mix of interventions to win customers. We know the data is meaningless unless it translates into sales. We’ll identify the perfect strategy to boost your brand awareness and deliver real business outcomes.
Blending physical and digital resources
We’ll create the perfect blend of physical and digital resources to put your brand in front of customers. You need a flexible, agile approach, and that’s what we do best. We’ll switch our sales teams on and off. We’ll flex our digital platforms. We’ll shake up sampling, and we’ll launch experiences that turn heads.
Retail marketing: We’ll cover every touchpoint along the customer journey, from attracting customers, to enhancing customer service, delivering promotions and generating sales.
Live events and experiential solutions: Our experiences and live events are uniquely designed to resonate with your audience, connecting brands with people in a meaningful way.
Active selling and sampling: Our hand-picked, results-driven brand ambassadors are experts at selling or sampling products directly to the target consumer.