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BRANDING

Monday, 22 September 2014 9:41

What Is Brand Awareness?

By - Michael Rader

Brand awareness is essentially the extent to which a brand is recognized by potential customers. Included in brand awareness are the sub-categories of brand recognition and brand recall performance. To best understand the general concepts behind awareness, think of those brands which are considered “household names.” The companies that have achieved this status have optimized brand awareness to the highest possible level.

The most important step in creating brand awareness is understanding the needs, desires, and values of your customers. Companies that have a high degree of awareness create emotional ties between their brand and their customer base. In other words, high brand awareness leads to high customer loyalty. Connecting to customers, however, requires a base level of understanding. What are customers looking for in your industry? What values do they desire in a company? What types of connections have successful companies made and how can you use that information? Once you understand your customer base, it is possible to tailor your brand identity and improve your opportunities for awareness.

Taking advantage of information gleaned by studying successful companies can be very beneficial in creating a brand. It is vital, however, to create an identity that sets you apart from the current competition. Following in the footsteps of existing companies without making your own imprints will leave you in their shadow. It is difficult, if not impossible, to survive without your own light.

Another important factor to consider during initial brand creation is considering how that brand will translate internationally. Technology has made the world very small, and it is poor business practice to restrict a company by not thinking globally. Companies like Coca-Cola and McDonalds have created brands that are instantly recognized around the world. They have been able to translate their brand with ease because of its essential nature. The days of thinking in terms of boundaries are far behind us. Your brand can now reach Little Rock, Arkansas as easily as Oslo, Norway. Creating a brand that is ready for that is what turns local companies into global icons.

It needs to be noted that brand and logo are not the same thing. A company’s logo may indeed influence its brand, but they are separate entities. When a consumer is craving a burger, he/she may automatically think of McDonalds. That is brand awareness. Another consumer driving down the highway may not be hungry until he/she sees the familiar Golden Arches. That is when logo impacts awareness. The Golden Arches are recognized around the world as a representation of McDonalds. It is the brand itself, however, that brings people through the doors.

A successful brand can enjoy amazing longevity. Some of the oldest companies in America have remained at the top of their respective industries as a result of brand awareness. Baker’s Chocolates, for instance, was established in 1780 and is still going strong today. The name Merriam-Webster has been synonymous with dictionaries since 1847. The New York Times and their popular tagline, “All the news that’s fit to print” first hit the industry in 1851. Creating brand awareness is paramount if you hope to enjoy decades, even centuries, of success.

Creating a strong brand may appear to be a daunting task. Exactly how does one go about developing brand awareness? The first step is closer than you think. Brandroot has a plethora of creative and unique names that are just waiting to help you begin your brand awareness. It all starts with the name. Before Apple was a global icon, it was a start-up business with a recognizable name. The brand identity and awareness was developed separately. Let our names give you the start you are looking for. You just may wind up becoming the next billion dollar company.

Last modified on Monday, 30 November -0001 12:00

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.


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