Almost everything I buy comes from a personal referral or paid advertising. As an impulse shopper, I’m going to buy what I know works, viewed as dependable and well known. It’s very rare I’ll purchase anything without a reputable brand. If the company hasn’t established a brand awareness with me yet, I’m going to have buyer’s remorse.
Brand awareness is vital for any business. To stay relevant, marketing dollars are budgeted to stay top of mind for current customers and prospective buyers. No relevance, no purchases.
Successful businesses have developed a specific formula for each audience. They’re called marketing campaigns. A campaign is directed to focus on many specific demographics (i.e. – race, income, zip code, age and etc). The campaign goal is to narrow the audience scope and convert the goal to a desired result.
The ultimate result is a purchase. However, sales goals aren’t made everyday. Other desired results can be to collect contact information. The campaign can be for increase exposure, like more social media likes, retweets, and forwards.
Have you purchased anything without any prior knowledge before you paid for it?
The answer is usually no. I even ask this in my Business 101 class. The one or two hands raised are due to intentional wandering, “I’m trying new stuff.”
For example, State Farm produced one of my favorite commercials. The 30 second commercial covers most of life’s details within their comical ad. Each life event appeals and touches a target demographic. Having constant brand awareness solidifies the purchase decision. For prospective customers, the ad engages them to consider their company as a contender.
I believe the marketing department hit a grand slam. They created the idea for “all the nevers in life.” Who hasn’t said, “I would never …” and end up doing that? We’re all guilty of it, which translates to “life happens” for the consumer.
Establishing a company’s brand is a slow churn. Creating a brand awareness takes even longer. A brand should be simple to understand, and easy to remember. Nike’s “Just do it” will probably be one of the most iconic brand images, but they represent sports. Every athlete will consider Nike apparel and footwear because they created the standard epic success in almost every sport there is.
One of the best examples would be with Starbucks. In 2008, the Founder and CEO Howard Shultz decided to close all their stores down for a day of all hands on deck training to ensure the Starbucks brand was being carried out correctly. Their brand awareness was taking serious hits after losing the coffee popularity contest to McDonald’s and Dunkin Donuts.
We are passionate about our coffee. And we will revisit our standards of quality that are the foundation for the trust that our customers have in our coffee and in all of us,” Schultz wrote in a memo titled “Howard Schultz Transformation Agenda Communication #8.
Most believe a website, some handouts and posting cool pictures are going to be enough to keep their brand successful. Wrong answer. Brand awareness is constant marketing and engagement. All efforts need to be 100% firing to achieve the goals of the business.
To achieve the ultimate goal and make a sale, perfect. You have achieved having a great brand awareness with your clients, customers and buyers.
I write this because my business is personal because this service is for the advancement of all humanity. My failures and successes are for your gain. No strings attached.
Nathan A. Webster, MBA
December 14, 2018
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