What is Brand Awareness Marketing? - Sparx Digital
Brand Awareness Marketing - Ideas to Grow

How recognisable and memorable is your brand? Are you effectively using brand awareness marketing? 

The term brand awareness refers to the familiarity consumers have with a particular brand and its products or services. It enables a brand to embed itself into the collective psyche of consumers – their mindsets, lifestyles, and buying habits – in such a way that becoming a customer of its products and services is a compelling “no brainer” for its target audience.

Brand awareness within a target audience represents awareness of a brand’s:

  1. Name
  2. Product or Service Offering
  3. Distinguishing Attributes

Brands with high awareness are more popular, trending, more profitable, and ultimately become cemented in the psyche of consumers. 

Just a few examples of brands with exceptional brand awareness include: 

  • Apple
  • Google
  • Louis Vuitton
  • Coca Cola 
  • Red Bull
  • Johnson & Johnson
  • Nike
  • Pandora
  • AFL
  • Qantas

Establishing brand awareness is imperative in your target audience if you are to meet your goals, evolve, increase your profits, and succeed as a business, and this is where brand awareness marketing enters any comprehensive marketing strategy.

What is Brand Awareness Marketing?

A brand awareness marketing campaign strives to familiarise consumers with a product or service; it could be a new offering or an existing one that has not yet gained traction in the consumer consciousness. It represents a long-term strategy that continuously and consistently boosts a brand’s reputation and recognition amongst consumers.

Brand marketing constantly evolves and the values and identity of the brand must be communicated clearly on an ongoing basis. It needs to underpin and inform the brand’s:

  • Unique Identity
  • Products
  • Services
  • Communications
  • Sales
  • Customer Care Approach

A successful brand awareness marketing campaign gives your business, products, and services a face and a personality, and supports the authenticity of the stories you tell. Consumers will come to associate your brand with its chosen identity: fun, sophisticated, luxury, convenient, elegant, approachable, professional, reliable, sustainable, relatable, economical, or however you wish to be perceived based on your offering and your values.

A Comprehensive Marketing Strategy

Brand awareness marketing focuses on the development and maintenance of your brand’s image and reputation. It is intrinsic to a comprehensive marketing strategy and it derives from the need to build your brand identity, educate your target audience, and build loyalty to your brand before you ask a customer to make a purchase. This requires that you create widespread awareness and boost its visibility, establishing its authority and building trust.

The key aspects of a brand marketing campaign include:

  • Development of the brand’s identity/image: colour scheme, logos, fonts, symbols, packaging, tone, values, etc.
  • Boosting awareness: so that your brand is recognisable and memorable to consumers. Who are you? What do you offer? Who do you appeal to?
  • Building loyalty: for longevity.
  • Creating brand ambassadors and lead generators from your existing customers to recommend and broadcast on your behalf.
  • Engagement: consumer interactions through website clicks, ordering, store visits, enquiries, product reviews, social media interactivity, and more.

When is a Brand Awareness Campaign Most Important?

Building and maintaining brand awareness should be an ongoing endeavour for any business owner, however, there are times when it is particularly important. These include:

  • Newly launched businesses
  • New or added product or service offerings
  • Existing businesses under new ownership
  • When rebranding
  • To target and educate new customers

What is the biggest impact of a successful brand awareness campaign?

In a nutshell, brand awareness promotes trust – and when a consumer trusts your brand, not only will they purchase and become a repeat customer, but they will also recommend you to others. Word of mouth is the most powerful marketing strategy of all.


10 Quick Tips to Build Brand Awareness

  1. Humanise your brand and give it a personality.
  2. Choose a memorable image with colours and symbolism.
  3. Tell stories that reflect your brand identity and resonate with your audience.
  4. Connect and engage via social media for two-way conversations.
  5. Make it easy to share your content.
  6. Co-market with a relevant, non-competitor business.
  7. Create a catchy slogan.
  8. Create and share engaging image-based and video content.
  9. Sponsor events, a local youth sports team, etc.
  10. Consider a comprehensive SEO campaign to drive organic traffic to your business website.

Types of Brand Awareness Campaigns

Google Display Advertising – PPC advertising on Google Ads is a great way to present yourself to interested, relevant parties in a timely and budget-friendly way. Paid ads directly target internet users who are specifically interested in the products and services you offer.

Google YouTube – paid ads on YouTube are another effective way to harness the power of the internet and audience preferences to get seen and build awareness for your brand.

Facebook Brand Awareness – paid social advertising is another affordable way to enhance the use of Facebook (or Twitter, Instagram, or other social platforms) as part of a brand awareness marketing campaign. Targeted ads pop up in newsfeeds and this familiarity pays off when the audience is ready to book a service or make a purchase.

Radio Campaigns – radio represents a captive audience, especially during the peak hour commute twice each day. There is no better way to be heard consistently than via a radio advertising campaign.

Editorial Features – including publishing guest blogs on other niche platforms and websites, in print media and online, and maintaining a dynamic blog on your own website. Share your blog content to your social media channels and email newsletters for maximum exposure and shareability.  

Your brand awareness strategy can be as simple or as complex as you like! The amount you spend on this (and other marketing activities) depends on your objectives, and there are effective solutions to suit any budget


Sparx Can Help!

Successful brand awareness marketing helps to create positive associations and establishes a brand so that target consumers recognise and remember it spontaneously. They will seek it out, prefer it to its competitors, and develop loyalty to it.

The clever, creative, and experienced team at Sparx Digital has the expertise and industry insight to provide you with savvy solutions to boost consumer awareness for your brand. 

From designing and developing captivating websites to showcase your brand to marketing campaigns using Google Display Advertising, Facebook Brand Awareness Campaigns,  radio campaigns and more, we are here to help you get seen and build your profile. 

(Learn more about Google Ads and Facebook Ads here and here.)

Email via hello@sparx.com.au or call us today on 1300 477 279.

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