The term 'brand awareness' refers to the extent to which a brand is recognized by potential customers, and the extent to which they associate the brand with the right product. It is one of the first goals of advertising, especially when the product is new, or yet to be launched. There are several ways to improve the customers' awareness of a brand; these can range from the simple and inexpensive method of spreading publicity through word of mouth, to broadcasting advertisements of the product on television.
Promotional Products
Giving away promotional products is one of the least expensive methods of improving brand awareness. The company's name printed on tee-shirts, sunglasses, caps, key chains, or stationery can be handed out to a section of the target audience. This ensures that the recipient remembers your brand every time he uses the products. Items such as pens, mugs, umbrellas and caps are always useful, no matter how many of them the person owns. Others around him notice the brand name and are likely to remember it. This method works especially well with children, who are always happy to receive gifts, so if they are your target audience, you can hand out toys, tee shirts or caps at children's fairs or parks, to boost awareness of your brand.
Advertising
One of the most common methods of increasing brand awareness is to advertise in various media. The choice of the medium depends on the target audience. For instance, if your brand is targeted towards young children, then you could advertise on a children's network; if, on the other hand, you want to target young professionals, you can advertise with hoardings in the business districts or on the subway and bus routes to such areas.
Hiring a Brand Ambassador
People are always interested in the lives of celebrities. Hiring one as a brand ambassador will help them associate the celebrity with your brand, and improve recall. The celebrity should be a 'good fit' with the brand -- that means that the brand should go with the celebrity's personality or career. A female actress would fit well in a shampoo ad, while a male athlete would be the right choice for an energy drink advertisement. However, it is also important to choose a celebrity who does not endorse too many brands, as this may only lead to confusion or lack of interest among the target audience.
Hold Events
Holding events is another common method to help a brand improve awareness among consumers. These events could range from small road shows where samples of the products are given away to a section of the target audience, to bigger concerts or sporting events that will advertise the brand's name prominently. Huge events guarantee not just consumer attention, but also coverage in the media.
Tags: target audience, your brand, brand awareness, brand improve, brand name