The term brand awareness is used to describe how familiar consumers are with a brand and its products. In other words, brand awareness is a metric that measures how much and how well a particular brand is recognized by consumers in the market.

Importance of brand awareness

1 - Decision making
Brand awareness is strongly associated with the value perceived by consumers. The higher the awareness, the higher the value, and factors such as price and technical features will have less influence on the decision making process.

2 - Increases brand reach
With increased brand awareness, it is naural that the brand ends up reaching a larger number of people, because the brand ends up being more exposed in online and offline distribution channels and more present in the daily lives of its consumers.

3 - Increases the number of sales
Brand awareness makes it so that when a consumer is looking for a certain product, they automatically think of a few examples of brands that offer that same product. This more present reference in the consumer's mind makes those brands the ones that end up getting a higher number os sales.

How to increase brand awareness

1 - Develop a more humanized approach
Remember that you are trying to communicate and sell to a human (regardless of whether you are in the B2B or B2C business) and that is therefore important to create empathy with the consumer.
Study your persona well, what they value, how they communicate and what their needs are and adapt your communication to those characteristics, with the purpose of showing that your brand's personality is compatible with your consumers.

2 - Encourage brand referrals
Once you have established a strong relationship with the customer, aim for them to become brand promoters as well.
When the customer's experience is positive, they often end up referring you on a voluntary basis.
However, sometimes this referral needs to be encouraged. For this reason, try to offer something in return to your consumers (for example a discount) in exchange for the disclosure and referral of your brand.

3 - Content Marketing
The content marketing strategy is as excellent tool to create brand awareness.
By creating relevant content that meet the interests of your consumer, you are demonstrating authority and knowledge on the subjects covered, which means that when the consumer is ready to make a purchase, he will certainly remember your brand and your products.

4 - Influencers
Influencers have increasingly played a big role in brand awareness and outreach.
Research about who the key influencers of your target audience are and try to establish partnerships with them so that they promote and advertise your product.
However, before establishing a parternship, tr to analyze the credibility of these influencers and make sure that your brand/product delivers what it promises.