As a research firm that focuses on market research, polls and surveys, among others, we hope to bring insights to you through today’s article on how brand awareness influences customers to become loyal purchasers.
Brand management experts have defined brand awareness as the measurement of the accessibility of a brand in the memory of the customer. When a consumer is looking for a product or service, the name of the brand or company that first comes to their mind is the brand they are most likely to buy. Otherwise, they ask their colleagues and family for referrals. Therefore, as a business, brand awareness should be your top priority at whatever stage of the business – start-up or established.
To enhance brand awareness, consider the following:
- Visibility of the brand
For any brand or business to attract traffic, it needs to be seen and be known. Visibility is one of the most fundamental elements of the business that should not be taken for granted. The marketplace is full of competition and therefore the brand that survives is the one that is always seen.
Visibility can be increased by constant advertising on different platforms where the targeted audience spends a considerable amount of their time. Advertising always has an influence on a large scale, depending on the platforms used. Having a brand ambassador is currently trending where celebrities or social media influencers are signed to endorse the brand and advertise it to their many followers.
- Satisfied customers
It is no secret that people want to buy goods or services from someone they know or have been referred to by others. It is therefore crucial that your business is customer-centric in all its operations. Customer loyalty does not just drop from heaven on a silver plate.
Intentionality is needed for a company to create pleasant customer experiences that create bonds with your customers. Satisfied customers advertise the brand for free by referring their families and friends.
- Sales and promotions
Many companies promote their brands through free gifts, free sampling, and creating combos in collaboration with other brands. Offering discounts or slashing prices periodically in order to attract new clients and retain old clients also works.
- Innovations – First Mover Advantage
When a company brings a new product into the market for the first time, it causes customers to always associate the product with the brand for a very long time. For example, while Colgate is not the inventor of toothpaste, it was the first to commercially launch its brand in 1873. To this day, Colgate is the only name that many customers know for toothpaste, especially the older generations. Some have even replaced the word “toothpaste” with “Colgate.”
The product that has a high brand awareness will definitely grow better in the market and secure a significant market share. If you need to get insights into your own brand awareness levels, the way that brings results is to conduct regular brand awareness and customer satisfaction surveys, which is our speciality.
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