Business growth is the goal of companies and the remembering of the same brand, since they are fundamental factors when planning advertising strategies. Randall Castillo Ortega, an expert in import and export operations explains the effect of brand awareness for import companies.
Your brand is the meaning behind your company name. Having a unique and memorable image helps you create awareness of your brand and achieve a long-term market positioning, since this recognition is the way to increase your sales.
Creating brand awareness is usually the first step in creating promotional items and other products. For this reason, advertising messages delivered through corporate gifts are used to publicize your brand name and deliver good communication linked to your products and services. Making your customers aware that your brand is in the market helps you drive traffic to your business and create a high expectation of it.
Brand awareness is a marketing term that describes how familiar consumers feel with a brand or its products. In other words, it’s measuring how memorable and recognized a brand is in its target audience.
Establishing brand recognition or awareness is a powerful marketing strategy that leads consumers to develop an instinctive preference towards a brand and its products. Says Castillo, “Your brand should be prepared to be the center of attention, because regardless of how creative your marketing is, if it’s not designed to grow, recognition can affect your company.” This happens because if your image isn’t strong enough to hold up for all the attention, it will only create broken brand awareness.
The importance of awareness is that the more your target audience becomes aware of your brand, the more likely they are to buy from you. But you must be prepared for it, because generally the common brands compete face to face with their competitors. However, when their image does not have a differential, it happens that the market leaders are still in that position and the others resort to lowering their prices.
One of the main goals of brand recognition is to keep your products or services at the top of your audience’s recall, because the more people know your brand, the more familiar it will be to them, and they will feel more comfortable with it. Then, when faced with making a purchase decision between you and your competitor, they are more likely to choose your business.
In addition, brand awareness is the first step of the conversion process, so it should be at the top of your marketing efforts.
Promotional material is still one of the most effective techniques to promote a business, sporting event, campaign, among others. “Fulfilling the objective of publicizing a specific message and achieving the recognition of your brand,” asserts Castillo, “That is why pens, advertising keychains, briefcases are ideal to become an effective form of advertising.”
This technique is dedicated to studying how to increase profitability at points of sale. It will keep its products updated through actions on its exterior, increasing circulation at the point of purchase, thus attracting potential buyers and increasing the effects of advertising.
Consumers hate to be treated like a number, and to avoid this, personalized communication is a deciding factor that your brand must work on. By creating more personalized experiences, you can have a greater impact on your audience.
Currently, most consumers use social media platforms. Therefore, it is not enough just that you guide in physical media. You must also have a presence in the digital environment with ads that reach your specific audience.
Brand awareness is one of the guides to marketing, so measuring it is important to design strategies that boost your brand. Some of the ways you can do this are surveys, measuring website traffic and social listening.