In online marketing we hear more and more about brand awareness, but without defining what it is and why it is important.

You are in the right place, because today we are going to do an analysis on this very topic.

Before you set up a marketing strategy and invest part of your budget to advertising, you need to know the definition of brand awareness and include specific actions to increase it.

For this reason, we will look in detail at:

• what is brand awareness,
• why it is important,
• how to increase brand awareness,
• how to measure it.

Continue reading for all the details.

What is brand awareness?
Brand awareness is the degree to which your brand is known in the eyes of the public.

Literally brand awareness is translated as “brand awareness” and is that sense of familiarity of the audience with your brand.

The higher the brand awareness, the more your target audience and visitors to your website and social pages will trust your content and what you communicate at all stages of the purchase journey.

Working to define brand awareness basically means being present in the minds of consumers.

The degree of awareness of your brand can affect conversions and interactions with your communication channels.

The importance of brand awareness
Brand awareness and the trust your target audience places in your company are key elements in increasing sales conversions.

Marketing actions that aim to build solid and positive brand awareness can never be missing from a company’s overall sales strategy.

Indeed, it is easy to see that if people do not know your brand, they will not trust the quality and features of the products you offer and, at the same time, they will not feel aligned with your values.

To create brand awareness you can also focus on so-called brand image, that is, knowledge of the company’s logo.
Companies with strong brand awareness, in fact, can also be recognized by the public simply by the logo.

Part of brand awareness is a particular slogan, specific packaging, or any differentiating element that can be recognized by the public.

Building and increasing brand awareness is important for improving conversions and sales results.

Useful strategies for increasing brand awareness
Given the importance of brand awareness, here are some useful strategies for increasing it.

Enhancing your brand presence requires investing in advertising, with informative content and sales content, on the platforms frequented by our target audience.

The repetition and continuity with which we produce and share our content increases our brand awareness.

In addition, making informative content that draws attention to audience needs and issues helps build a sense of trust in our brand.

Depending on your budget for a strategy to increase brand awareness, you may decide to engage well-known personalities known to your target audience, influencers (with what is called influencer marketing), testimonials, or set up arrangements with other already well-known non-competing brands that have the same target audience as us.

What we can do ourselves to increase brand awareness is to work on social and search engine ads and optimize our content using SEO writing to be indexed by Google and appear before other competitors in certain searches.

How is brand awareness measured?
To monitor, improve, and organize the communication carried out to increase brand awareness, it is important to know how to measure this intangible indicator.

Two useful indicators that make up brand awareness are:

1.brand recall (i.e., recall of the brand),
2.brand recognition (i.e., the degree of brand recognition).

Both indicators can be measured simply through tests and questionnaires distributed directly to the public.

To calculate brand recall, it is sufficient to ask people which brands they associate with a specific product category or which brands they associate with a specific need to be met.

To measure brand recognition, on the other hand, during the questionnaire, we can show some of the companies’ brands and logos or even parts of them and count how many people recognized our company brand.

Both indicators can be calculated on a percentage basis and can give a specific measure of how strong our brand awareness is and whether it is necessary to define some of the activities listed above to increase brand awareness.