Brand Awareness

Brand awareness is a term from market research that describes the awareness of a brand. The percentage value indicates which part of the people surveyed recognized a brand. For more in-depth studies, brand awareness, for which the term “Brand Awareness” is divided into three levels.

Brand awareness is an important factor for a company, because it can decide on a purchase in many situations. In particular, brand awareness is very important in so-called “low-involvement situations,” in which the buyer pays little attention to the product because of the price or other circumstances. In such cases, in fact, most consumers reach for the “tried and true,” i.e., familiar names and brands.

However, there are other situations in which brand awareness is important, for example in business-to-business marketing, or B2B marketing for short. Here, many measures are based on the customer’s trust in the company – and trust can only exist if the customer knows the company or the associated brand.

In the business-to-consumer sector, brand awareness helps above all to retain customers in the long term. Through brand awareness, the customer is able to assign a certain image to the brand and then usually also associates certain – preferably positive – emotions with it. This in turn creates brand trust and leads the customer to reach for the brand’s products again and again. Ideally, they even become brand ambassadors who recommend the products to others out of conviction.

The dream goal in terms of brand awareness is when the brand name becomes a generic name – in other words, when the brand replaces the term actually used for the product in everyday speech. Well-known examples of this are “Tempo,” “Selters,” “Tesafilm,” and “Walkman,” for example. In areas with established products, however, it is hardly possible to achieve such a high level of brand awareness. In the case of new developments, on the other hand, this goal is certainly achievable – but extremely difficult due to the increasingly rapid emergence of imitation products.
Brand awareness in three stages

At first glance, there doesn’t seem to be much room for maneuver when it comes to brand awareness – people either know the brand or they don’t. However, it’s not quite that simple, because it also makes a difference how quickly people remember the brand and whether they might need some help to come up with it. A distinction is therefore made between three levels of brand awareness:

  • Top of Mind
  • Unaided Recall
  • Aided Recall or also Recognition

“Top of Mind” means that people remember the brand immediately, so it is mentally present to them. In the case of “Unaided Recall”, people come up with the brand name, but it takes a while before it comes to mind. This level of brand awareness is still useful for companies, but especially in situations where a purchase decision is made quickly, brand awareness often no longer comes into play. In the third stage, “Aided Recall” or “Recognition,” people do not come up with the brand on their own. But if it is mentioned to them, they recognize it. This type of brand awareness is still particularly useful when the customer has little product knowledge, but can make his purchase decision at his leisure.

Brand awareness in online retailing

At first glance, one might think that brand awareness plays only a minor role in online retailing; after all, thanks to Google, users have a huge selection of products to choose from in just a few clicks. In addition, prices can be compared online in seconds, and descriptions and reviews make it easier to weigh up the advantages of certain products.

Despite all these possibilities, however, brand awareness actually plays a very important role when buying from online retailers. This is because products cannot be held in the hand and examined on the Internet. This is particularly important for most buyers of clothing and shoes, but even in the case of electronic products, the buttons and switches can be used to draw conclusions about the quality of the product – at least supposedly. If such a “manual” examination is not possible, most customers rely on well-known brands. This is because in their minds, buyers unconsciously associate a certain minimum level of quality with the well-known brand.

Accordingly, many SEO measures are also aimed at increasing brand awareness. The idea behind this is quite simple: the more frequently the brand name appears on Google or in social media content on Facebook or other portals, the more frequently it is perceived by users. In addition to these relatively simple optimization measures, however, there are various other ways to increase brand awareness.

Measures to increase brand awareness

As mentioned above, advertisements such as Google AdWords or Facebook Ads are a very simple way to make a brand better known. Unfortunately, however, this option can also be quite expensive, because if ads are to be placed for highly competitive search terms, steep fees are charged for Google AdWords.

Optimizing your own site according to SEO standards is usually more cost-effective and also contributes to brand awareness. In addition, there are many other – usually quite inexpensive – ways to improve brand awareness, such as:

  • Referral programs
  • Guest posts on other sites
  • Freemium products
  • Social media contests
  • Giveaways

Referral programs are based on a very simple principle: the customer receives an additional benefit if he or she recommends the product or service to others. Such programs are particularly suitable for digital products, because here it is comparatively easy to check whether the customer has really recommended the product. In principle, however, they can be used in conjunction with all types of products and services. A good example of a successful referral program is the offer from the cloud storage company Dropbox. Here, every customer who persuades an acquaintance to use Dropbox receives additional cloud storage. Especially in the early days after the company was founded, this referral program contributed significantly to the spread of Dropbox – and thus also to brand awareness.

Guest posts are particularly interesting for companies that rely on social media content, because good content is shared more frequently on social networks like Facebook. If a company manages to publish a well-founded article on a certain topic on someone else’s Facebook page, this effect is amplified. The reason for this is quite simple: if others think the article is so good that they publish it on their own page, it automatically has a higher-quality effect on readers and they are more inclined – albeit unconsciously – to share it with others.

Another way to increase brand awareness is through freemium products, which offer a paid version as well as a free version that is usually limited in function or scope. Provided the free version is not too limited, users will naturally recommend the product to others – after all, who would say no to a free, high-quality product? Of course, not all new users will opt for the paid version, but some of them will – and the others will remember the brand name well thanks to the freemium product.

Social media contests are also a good way to ensure greater brand awareness. Companies can opt for very simple variants, such as a sweepstakes, or opt for more elaborate measures, such as a contest in which users create their own content. The advantage of a contest on a social media platform is that the whole thing can very quickly become self-perpetuating – the first users draw the attention of others to the content, who share it again with others, who also forward it … and so on.

An absolute classic in terms of brand awareness are giveaways, i.e. free gifts that come with the actual purchased product. These can be, for example, ballpoint pens, notepads or LED lamps in check-card format. Even digital giveaways, such as fancy designs for the social media profile page, are possible. Giveaways have two key advantages: they are usually very inexpensive, and if they are useful, they are often used, so the brand name is always in view.
Conclusion:

Brand awareness reflects the familiarity of a brand and is a decisive factor in purchasing decisions in various situations. Brand awareness plays an important role in online retailing in particular, as the customer cannot pick up and examine the products here.

The possibilities for increasing brand awareness are very diverse and range from social media competitions and SEO measures to advertising via Google AdWords or Facebook Ads.

SEO-Content ✔️ Blog Content ✔️ SEO Content Writing ✔️ Article Writing ✔️ E-Books ✔️

Recipe for success for international SEO texts

Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

Snackable Content

What is Snackable Content? Snackable content refers to texts, videos, images or other content that is particularly easy to consume. Due to its simple design, this type of content is usually used for entertainment purposes. Snackable is based on the English term snack,...

SERP

What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...

Seeding

Seeding Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks...

Search Term

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...

Robots.txt

Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...

Retargeting

What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...

Referral-Marketing

Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...

RankBrain

Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...

Plagiarism

Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Panda (Google Updates)

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...

Onepager

Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...