Why brand awareness is important to growing your business

No one lights a lamp and then puts it under a basket. Instead, a lamp is placed on a stand, where it gives light to everyone in the house — Mathew 5:15, New Living Translation.

So you have a new business that from all indications, it could lead to something big – like solving a problem, having repeat customers and making some profits, eventually – but only a few people know about the business’ existence. There is a problem with that. Because to grow your business, you need as many people as possible to know about your business and this is where brand awareness comes in.

As Investopedia puts, it, “brand awareness is the likelihood that consumers recognise the existence and availability of a company’s product or service.”

Now, the beauty of it is that to promote a product, creating brand awareness is one of the key steps in making that happen.

“Brand awareness is particularly important when launching new products and services; and for a company to differentiate similar products and services from its competitors,” according to Investopedia.

How do you create brand awareness for your product/service?

First, realise that “your brand is what other people say about you when you’re not in the room,” Jeff Bezos, Founder of Amazon.com.

To create winning brand awareness, therefore, think through what you want your brand to be known for and create your strategies accordingly.

Second, understand one critical ingredient to your brand awareness is promises kept.Whatever your brand promise is, stick to it.

And as Richard Branson puts it, “your premium brand had better be delivering something special, or it’s not going to get the business.”

When creating your brand awareness campaign, always place at the fore front of your mind that “mass advertising can help build brands, but authenticity is what makes them last.

If people believe they share values with a company, they will stay loyal to the brand,” in the words of Howard Schultz in his book, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time.

Now, how do you create your brand awareness campaign? We’ll discuss that next week in your creating your brand awareness strategy.