Biz Guru Informasi Ringan Sekitar Kita
BizGuru.me – Brand awareness is the ability of consumers to recognize or remember brands, including names, images, logos, and certain slogans that have been used by brands in promoting their products. Consumer ability to recognize and considering brands play a big role in someone’s decision to buy goods.
Brand awareness is very important for any business because it not only invites consumers to buy from your business for the first time, brand awareness also encourages consumers to continue purchasing from your business.
People are more likely to buy goods or use services from the names they believe and are easily recognized, for example from your business logo and tagline, your brand is the first thing to come to the consumer mind when they will buy something.
In addition, if they are satisfied with your brand, they will likely tell others about your brand which of course will greatly help your brand. Brand awareness is also commonly used as a measure of the performance of a brand. Every year, the company invests to continue to improve and increase the level of awareness of their brands.
Brand awareness is also always monitored and if there is a decline, the company will use all advertising and marketing strategies to their brand awareness level again. This is also an important key in marketing planning and strategy development.
Brand awareness also adds value to products, services, or companies. If you invest in building brand awareness, this can help your business survive and become more advanced.
Brand awareness level
The brand awareness itself can be categorized into 3 levels, namely:
Brand introduction
Brand recognition, which is also often called Magic Remember, is the ability of consumers to recognize a product when they see products. Not necessarily consumers can remember their names, but they recognize it when they see visual products such as appearance, logos, slogans, or colors.
Recall brand
Recall Brand, which is also often called memory without help or remembers spontaneously, refers to consumer ability to remember the brand name of their memory based on the product category.
At this level, consumers only need to hear the product category or see a glimpse of the products they need to remember the product brand. If your brand is already in this position, it means that consumers and potential consumers already have stored memory about your brand.
According to research, consumers can usually mention 1-7 brands in one category. For example, when someone wants to buy mineral water and see the look of drinks, they are more likely to choose a brand that is more familiar with their memories.
A person’s ability to remember is influenced by several factors such as brand loyalty and frequency of product use.
The more often someone uses a product and if they have high interest in the product category, they will be able to remember more brand names than consumers who often use products and are less interested in the product category.
Also Read: Reasons for The Company Not to Hire Permanent Employees
Top-of-mind awareness
Top of mind awareness (Toma) refers to certain brands or products that first appear in the minds of consumers when they think of certain industries or categories.
How do I measure brand awareness?
Maybe you want to know about how to measure brand awareness. There are various methods that can be used to measure the level of consciousness.
Survey
Surveys are one way that is often used to measure brand awareness. For surveys, they chose several consumers to be asked about their knowledge of brands or categories.
Test remember without help
This test is generally used to measure recall. Consumers are only given one product category and are asked to name as many brands that come to their minds as they can.
Auxiliary withdrawal tests
This test is generally used to measure brand recognition. Consumers are given brand names and are asked to mention what names they have seen or heard about the brand.
They will also be asked to explain what they know about the brand, for example explaining colors, logos, product packaging, and other specific things about the brand.
See your website Analytics
From analytic websites, you can see if there is an increase or decrease in brand awareness. You can use Google Analytics to view your website traffic volume and how many shares, like, external links and comments that your readers get.
In addition, you will also be able to see how many website visitors visit your website by typing the URL in the address bar directly. This is an indicator to see the level of awareness of your brand.
Social media
Not only for promotions, you can use social media to measure your brand awareness. Analytics Social media can tell you everything from the number of followers you have to how much your brand responds / re-positioned / repositioned from your audience or consumer. Use tools such as tailwind and buffer to monitor your social media.
