The fifth most important thing to know about building winning brands is that brand building begins with awareness.
Customers first must be aware that there are different brands in the product categories in which your brand operates. Next, they must be aware of your brand. Ideally, your brand should be the first one that comes to their minds within specific product categories and also the first one they associate with key customer benefits. Without awareness, there can not be relevant differentiation or emotional connection, or preference or loyalty for that matter. If a tree falls in the forest but no one is there to hear it…
The Blake Project has found that top-of-mind or first recall awareness is the most important brand equity measure.
It strongly correlates with the brand’s inclusion in the purchase consideration set, brand preference, brand purchase intent and brand loyalty. Numerous advertising research studies have found that the primary affect of advertising is building brand awareness, and that is a good thing, as brand awareness is the first and most important building block of brand equity.
If you offered the best product in your category at the best price with the best service delivering the best overall customer experience, but no one knew about it, you would go out of business. Brand awareness – very important.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
