BrandMD Marketing Blog Spot
A blog dedicated to marketing concepts, strategies, and tactics which inform, educate, and support business growth. Sign up for our free e-newsletter & special offers.
Building Brand Awareness
Brand awareness is a critical component to business success. Whether or not you know it, people have a set of impressions they form on your company based on several different factors. Some of these factors may include the marketing communications, business name, logo, website, or what they hear about your business from other people. As a business owner, the opinion you want the customer to form of your business is one that is positive at best. A good way to control this influence is to ensure you and your business are putting out the right messages. Brand awareness is how well your brand is known by your target market.
Create the Brand Awareness
Creating brand awareness should be the first step before creating any marketing strategies. Your branding efforts determine the image customers build and rather or not they will consider your business as an option to buy. Make people know you exist with an impression you feel best represents your business and communicate this impression to your target market. Once you have established an image you want to project, communicate this message through all appropriate channels consistently. As a result, this should assist in creating a certain buzz in the market.
Build Top of Mind Awareness
Top of Mind Awareness (TOMA) is a branding term used to describe a brand that first comes to the customer's mind when thinking of a particular product or service. After the creation of your brands image you want to project, this should be your next objective. TOMA is built by repeatedly exposing brand messages through strategic marketing and consistently delivering on the products promise to customers over time. The benefit is that when a potential customer is ready to buy, your brand is the first that comes to mind.
Impact of the Internet on Brands
The internet has made building brand awareness significantly more important in today’s market. Consumers use social media and digital technology to communicate publicly about your brand, whether the communication is good or bad. Use this outlet to build your reputation for great products or services, ethical business practices, and community involvement for long term success.
Branding Makes Selling Easier
If a brand is managed well, a potential customer will already know about your business and its offerings based on the marketing communications they receive. Selling becomes easier because you do not have to spend much time trying to introduce your business and make your case why the customer should buy from you. Now your time can be spent getting to know your customer and closing the sale.