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The Power of Brand Awareness Campaigns in Boosting Brand Equity

Discover the importance of brand awareness and how a successful brand awareness campaign can increase brand equity.

If you want your business to succeed in a competitive marketplace, you need to increase your brand equity. Brand equity is the perceived value and quality of your product or service. For instance, name brands have more brand equity than generic brands because their customers believe their products are of higher quality. However, that's not necessarily true.

Having brand equity means consumers choose your products first. There's a reason why the Q-tip brand is the most well-known cotton swab; they have more brand equity than any other. When you need a cotton swab to clean your ears, you may even call it a Q-tip, even if it’s not from their brand.

The best way to increase brand equity is to build brand awareness about your company and its offerings. Brand awareness is the first stage of the marketing funnel, so the more potential customers who recognize your brand name, the more likely you are to convert them.

So how can a brand awareness campaign help you increase your brand equity and sell more products or services? Keep reading to learn more about brand awareness campaigns and the benefits they bring your business.

What is a brand awareness campaign?

A brand awareness campaign is a marketing campaign you can use to grow your brand and make it more recognizable to your target market.

When more potential customers know of your brand and its trustworthiness, you have a better chance of converting them into paying customers. During this stage of the funnel, your brand awareness campaign aims to make your business stand out from the competition.

All businesses need brand awareness campaigns. In fact, experts say you should never stop investing in brand awareness.

That's why some of the top name brand companies you know of today still pay for commercials on television; to stay on top of consumers' minds. Brand awareness is the whole reason you invest in branding – you want your brand to be recognizable to consumers around the world.

There are many different types of brand awareness campaign examples you can draw on for inspiration. For instance, you can use experiential marketing to get potential customers to participate in an event, or you can use traditional methods like billboard advertisements and everything in between.

How can brand awareness increase brand equity?

Brand equity is built over time through recognizability and perception. When a company has brand equity, it means its customers believe it's the best available product or service on the market. Strong brand awareness translates to strong recognition, and the more customers recognize the brand, the more they'll trust it.

Ultimately, brand awareness campaigns keep you on top of consumers' minds. The next time they need a product you sell, they won't think of going anywhere else.

Think about the top-name brands you know. Brands like Nike, Walmart, and Apple have high brand awareness and equity because they're recognizable brands that customers perceive as high quality or the best.

How to create a successful brand awareness campaign

The best brand awareness campaigns aim to increase a brand's recognizability while making it appear more trustworthy and of higher quality than its competitors. Increasing your brand awareness will increase your brand equity because it means more consumers know of your brand.

Creating a successful brand awareness campaign can help you succeed even in the most crowded marketplace. Here's how to develop a campaign that keeps you on top of consumer's minds:

Identity your target audience

Before you start looking at competitor examples of brand awareness campaigns, you should identify your target audience. Most marketing initiatives require you to know and understand who your target market is, including their motivations, needs, wants, pain points, and preferences.

Once you learn everything there is to know about these individuals, you can start creating brand awareness campaigns targeted directly at them.

Develop a clear message

Every brand awareness campaign should have a clear message. You can use the information you've learned about your target audience to craft a more personalized message for them.

Consider your unique selling point (USP) and what makes you stand out from the competition to create a brand awareness strategy that builds brand recognition.

Choose the right channels

If you want to raise brand awareness, you must use the right channels. When identifying your target audience, you can use market research to learn about where your customers spend their time.

For instance, do they use Google to search for products and services? Do they get product recommendations on social media? Whatever the case, you must find the best channels for building brand awareness based on where your customers tend to find products like yours.

Use visuals

Visuals can supplement your brand awareness efforts, especially if you're investing in advertising campaigns.

How much brand awareness ads cost depends on several factors, but you can increase digital ad engagement by using visuals that make users stop scrolling to view your offering.

Engage with your audience

An effective brand awareness campaign does more than simply tell customers to purchase products; it engages them. Whether you're using organic or paid brand awareness campaigns, you should always engage your audience.

One of the best places to do this is on social media, where customers are already talking about you. You can use social listening tools to find out what your customers say and engage with them to improve brand recognition.

Track your results

Measuring brand awareness success can help you determine whether your campaigns are effective. Unlike other marketing strategies that aim to convert, the goal of brand awareness is to help attract new audiences.

You can track your results using brand awareness surveys and social listening to learn how much brand equity you have in a marketplace.

How to increase brand awareness

You can use any marketing strategy to build brand awareness among your target audience. Here are a few simple examples of brand awareness campaign ideas you can use:

Digital marketing

Digital marketing strategies like search engine optimization (SEO), display ads, social media marketing, and so forth allow you to create a digital-only brand awareness strategy and measure the results in real time.

Brand partnerships

Brand partnerships allow you to work with brands that aren't competitors to build brand awareness. These partnerships are typically mutually beneficial and allow both brands to leverage the other's existing customer base.

Paid ads

Many brands invest in organic marketing and paid ads to decrease the time it takes to convert prospects. Paid ad results are usually much faster, and you can find an affordable advertising platform or strategy based on your marketing budget.

For instance, social media ads are typically the most cost-effective option.

Influencer marketing

Influencer marketing is when you work with a content creator considered a thought leader in their industry. Influencer marketing combines sponsored content and social media marketing, allowing you to leverage someone else's existing audience to find new customers.

How to measure brand awareness

There are several ways to measure brand awareness to ensure you're increasing your brand equity with various marketing efforts. Some of the best ways include:

  • Social listening: Social listening means monitoring social media for mentions of your brand and learning about whether you're on a consumer's mind. With social listening tools, you can learn what others are saying about your products and services.
  • Brand awareness surveys: Brand awareness surveys can give you valuable data directly from your customers. Your survey can ask questions about if they think of your product first when shopping for certain products and why or why not.
  • Analytics tools: Analytics tools can help you measure brand awareness by tracking website traffic and specific campaign metrics like social media engagement.

Some of the most important metrics you can use to track your brand awareness campaign performance include:

  • Website visits: Website visits are a commonly tracked metric for brand awareness because it means consumers are aware of a problem and your offerings are a potential solution for them.
  • Social media engagement: The more your audience engages with your brand on social media, the better your brand awareness will be. It's not enough to look at follower count or ad impressions. Instead, engagements like shares, likes, and comments can tell you whether you're raising brand awareness.
  • Branded searches: You can sign up for a free Google Search Console account to review your marketing strategy success by looking at searches that include your brand name or a variation of your brand name. The more branded searches there are, the better your brand awareness.

Grow your business with effective brand awareness campaigns

An effective brand awareness campaign can increase your brand equity while introducing more consumers to your products and services. With the right marketing strategy, you can increase brand awareness and attract new customers.

Try Mailchimp's marketing tools to increase brand awareness with social media management, email marketing, and website design. Then, create online surveys and track your results in our easy-to-use dashboard to get actionable insights to improve your performance.

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