Did you know:<\/p>\n\n\n\n
These are terrifying statistics for anyone wondering how to get their brand noticed online. How can you get your brand out there when there\u2019s so much other content crowding the online space?<\/p>\n\n\n\n
The answer is to increase your brand awareness. Brand awareness will bring your brand to the top of your ideal customers\u2019 minds \u2013 even with all the other brands fighting for their attention.<\/p>\n\n\n\n
There are several ways to increase brand awareness, but there\u2019s one way that beats them all: working with creators. Ready to learn how to drive more brand awareness with creators? Let\u2019s dive in. <\/p>\n\n\n\n
See Also: How Influencer Marketing Affects the Entire Customer Buying Journey<\/a><\/p><\/div>\n\n\n\n Brand awareness is the knowledge and perception your ideal customers have of your company. It\u2019s more than just knowing the company\u2019s name. According to Qualtrics,<\/a> there are three parts to brand awareness: brand name or logo awareness, product awareness, and awareness of core brand values.<\/p>\n<\/div>\n\n\n\n Qualtrics also explains that there are two types of brand awareness: aided and unaided<\/strong>. Aided brand awareness is someone\u2019s ability to correctly identify your brand name among other brands that sell similar products. But unaided brand awareness goes a step further.<\/p>\n\n\n\n If someone has unaided awareness of your brand, that means they can recall your brand without any clues given to them except your brand category. For example, if the category is pizza and someone mentions Domino\u2019s, that means Domino\u2019s has achieved unaided brand awareness with that person.<\/p>\n\n\n\n Unaided brand awareness is the magic thing every brand wants. But it\u2019s hard to make that happen. Quick tip: Keep in mind that a brand is more than a logo and some colors. A brand has emotions, meaning, values, and a story.<\/p>\n\n\n\n How does your brand make people feel? Energized? Calm? Nostalgic? Safe? <\/p>\n\n\n\n Getting clear on that is the first step to increasing brand awareness. It\u2019s not enough for people to know your brand name and products. They have to associate your brand with positive feelings. People want to buy things that make them feel good.<\/p>\n\n\n\n Okay, you know why it\u2019s important to increase your brand awareness. But what does \u201cincreased brand awareness\u201d actually look like for your brand?<\/p>\n\n\n\n Different brands are different. Your company\u2019s brand awareness goals should be based on your industry, the size of your company, how long you\u2019ve been in business, and your big-picture vision. Here are some things to think about when planning your brand awareness strategy.<\/p>\n\n\n\n Low sales: <\/strong>This is the most obvious sign, since it\u2019s easy to see if your sales numbers are lagging. The good news is that brand awareness can turn those sales numbers around.<\/p>\n\n\n\n Social media and email stats plateauing:<\/strong> If your social media numbers have barely increased over the last few months, and not many people are signing up to your email list, it probably means your brand isn\u2019t visible enough. Not enough people are aware your brand exists.<\/p>\n\n\n\n Paid ads not working:<\/strong> This means you\u2019re spending money on paid ads that aren\u2019t converting well. It could be that the ads need better copy or graphics, or maybe the ads are being shown to people who aren\u2019t your ideal customers. Focusing on brand awareness strategies can help you create better ads.<\/p>\n\n\n\n Losing business to competitors with lower prices: <\/strong>If you notice that a competitor seems to be doing well and they charge lower prices, a lack of brand awareness is the reason. Your ideal customers may be aware that your brand exists, but they aren\u2019t aware of what makes you different. So they buy the cheaper alternative.<\/p>\n\n\n\n Getting a lot of \u201cobvious\u201d questions: <\/strong>What questions are people asking in your social media comments and emails? If you\u2019re getting lots of questions about your company\/products that seem obvious to you, it\u2019s a sign that something\u2019s off in your brand\u2019s communication and messaging. People don\u2019t understand the basics of your brand. (Time to write\/update your FAQ page.)<\/p>\n\n\n\n More sales:<\/strong> Yep, it\u2019s the biggest reason to increase your brand awareness. More brand awareness = more people knowing, liking, and trusting your brand = more people clicking \u201cPlace Order.\u201d<\/p>\n\n\n\n More social media followers and email list signups:<\/strong> When it comes to brand awareness, these two metrics are better than views and likes. When people follow or sign up, it means there\u2019s something about your brand that resonated with them and they expect to see more great things from you.<\/p>\n\n\n\n Non-promotional content gets good engagement:<\/strong> Whether it\u2019s an email newsletter, podcast episode, TikTok video, or other content, if you\u2019re creating content that\u2019s more than just a sales pitch (meaning it\u2019s informative, inspirational, or entertaining) and it\u2019s getting good engagement, that\u2019s a sign of strong brand awareness. If people are engaging with content that does more than promote your products, that means they see more to your brand than just your products. They associate your brand with positive feelings.<\/p>\n\n\n\n Customers show off your products on social media: <\/strong>If people are using your products and posting about them on social media without being asked to, that\u2019s an awesome sign. Your brand means so much to these customers that they\u2019re excited to show off your products to their friends, because they want to be associated with your brand. Now that\u2019s brand awareness!<\/p>\n\n\n\n Cheaper businesses aren\u2019t your competitors: <\/strong>One of the best things about brand awareness is that it protects you from getting undercut by companies that sell similar things but cheaper. When you have a distinct brand, those other businesses are no longer your competitors. Your customers know that your brand is different and they want to stay loyal to your brand.<\/p>\n\n\n\n When you\u2019re setting brand awareness goals, you need numeric goals to measure success. But these numbers can be hard to decide on because they depend on your company\u2019s unique circumstances. Here are a few numbers to get you started:<\/p>\n\n\n\n Instagram engagement rate<\/strong><\/a> is a measure of multiple things such as comments, likes, and shares. The average Instagram engagement rate ranges from 1.44% (real estate, tech, and travel) to 2.26% (government). You can see that the average is different in different industries. <\/p>\n\n\n\n Email open rate<\/strong><\/a> measures how many of your subscribers are opening your emails, and clickthrough rate measures how many people click a link in the email. <\/p>\n\n\n\n The average email open rate ranges all the way from 26.48% (finance) to 43.75% (government, again!). <\/p>\n\n\n\n The average email CTR ranges from 1.60% (restaurants and food) to 4.61% (telecommunications), with one outlier, educational institutions, which has an amazing 12.55%.<\/p>\n\n\n\nWhat is brand awareness?<\/h2>\n\n\n\n
Brand awareness success metrics to consider<\/h2>\n\n\n\n
Signs you need more brand awareness<\/h3>\n\n\n\n
Signs of strong brand awareness<\/h3>\n\n\n\n
Numbers to keep in mind<\/h3>\n\n\n\n