Some communication concepts permeate several areas of knowledge. When we ask what is brand awareness, we can see that it is a good example: it features in the work routines in the areas of Public Relations, Marketing and Advertising. Although each has a different approach, brand awareness has the same meaning for all.
Creating it means making the brand present in the public’s life, so that people know its name and its values, as well as in which branch the company operates, what its main products or services are. Consumers should recognize the company’s logo, identify with it and eventually become customers. At the highest level of brand awareness, a company is considered Top Of Mind – a reference brand in a certain segment among consumers.
However, the path to the top is long, especially if a company is starting from scratch. In addition to defining key concepts such as your name, visual identity and commercial portfolio, you need to define your ideal target audience, study the habits and behavior of future customers, introduce yourself to the market and, little by little, start building your communications strategy. Understanding what is brand awareness and how it works will help to develop effective campaigns.
Companies that have been in the market for some time, on the other hand, have an easier time when promoting it, as they already have a consolidated base of products, actions and customers, which makes it simpler to amplify their presence in the hearts and minds of the public.
Ultimately, brand awareness is about presence, reputation and adding value to brands. However, it isn’t everything. It is necessary to work on product quality, quality customer service and solid values before launching in the public eye. Otherwise, its activities can have a negative effect on a brands success and recognition.
