In a world where clients rely on extensive research and others’ opinions before making an actual purchase, brand trust is everything. Because, when a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought — which leads to eliminating the gap between trust and loyalty.
Brand awareness is the one of the branches of the brand trust. This type of relations remind ordinary people, when they build trust with one another. By measuring brand awareness , companies can analyze the effectiveness of their brand a personality and outlet to be sincere, receive feedback, and tell a story. These are all ways that we, as humans, build trust with one another.
In our today’s blog post, we shall analyze what the brand awareness is, how to build it and of course provide our readers with the latest tools on measuring brand awareness in FMCG (Fast-moving consumer goods) industry.
So, let’s start by figuring out what brand awareness actually is
Brand awareness -shows how familiar brand’s target audience is with the brand and how well they can recognize it.
Brands with high brand awareness are generally referred to as ‘trending,’ ‘buzz-worthy,’ or simply ‘popular or viral.’
Murmur team recommends brands to work on marketing and promoting of their companies and products, especially in the early stages of a business.
Why brand awareness is that important?
#1.Brand Awareness creates association
When people have had a paper cut, they’ve put on a Band-Aid, and there’s no doubt that when you had a question, you’ve Googled it. And when you and your friends have packed for a nice picnic, we bet you’ve grabbed a Coca-cola to drink.
As you can see the words that are capitalized are not verbs or nouns, they are brands’ names.
So, that simply what brand awareness is.
- It associates actions and products with particular brands, and with that, subconsciously encouraging consumers to replace common words with branded terms.
Fun fact: the questions that people are searching for, like in case of google, do an actual marketing for the brands.
#2. Brand Equity comes with Brand Awareness
Brand equity -is a brand’s value, which is determined by consumer experiences with and overall perception of the brand.
Murmur team suggests companies to focus on making the whole customer process positive experience and perception equal positive brand equity, cause otherwise it can lead to the negative notions.
So, let’s check out the benefits that come from positive brand equity:
- Higher prices due to higher perceived value
- A higher stock price for the brand
- The ability to expand business through product or service line extensions
- Enormous social impact due to brand name value
So when a potential consumer is aware of a brand, they start to recognize it without assistance, seek it out to make a purchase, begin to prefer it over other brands, with that establishing a loyalty that not only spurs on other purchases but also inspires recommendations to family and friends. Brand awareness helps brands to build a whole chain of loyal customers.
And since we finished on analyzing the role of measuring brand awareness kpi in the FMCG industry, time to get to know the strategy of building it.
#3. Build your persona, not a company
Your brand should promote the traits of the company and start promoting it in the marketing world.
Murmur team suggests brands to leave an impact with their audience and define themselves as more than a company that sells stuff.
#4. Storytelling going viral
Whether you’re marketing products or promoting your brand, storytelling is an incredibly powerful marketing tactic. The reason for that is the feeling of getting to know something much closer.
Creating a narrative around your brand humanizes it and gives it depth
But what do brands create narratives about?
- Narrative of the founder.
- The short tale of how your business had its first product idea
- The short reels about how your product could enter the world marketing world and survived there
#5.Sharing is the key to brand awareness
To build a strong brand awareness strategy means making the sharing your content for your audience as easy as possible
This could be blog posts, sponsored content, videos, social media posts, or product pages.
And we are coming to the practical part of measuring brand awareness.
Here are the tips on how you can measure the brand awareness kpi in your company
1. Surveys for the customers
One way of measuring brand awareness is to go right to the source: Your customers.
By writing and distributing customer surveys, you can better understand how clients found you online and all the places they recall seeing your business.
- Easily create a survey within 10 minutes
- Distribute to thousands of users in one click
- Expect to receive the full data and analytics by the end of the first day
Additionally, brands can use already-prepared surveys for measuring the brand awareness.
How Brand IQ helps brands?
- A customer may not consciously remember they first saw your business, but by participating in a survey your brand’s name will stuck in their heads and attribute finding you from an organic search.
- Plus, our surveys will still give you an idea of what stood out to customers and where may have had the most impact.
- In order to make the survey process as transparent as possible, Brand IQ gives an option to create closed questions, open questions and provide multiple answers
Murmur team suggests brands to not only rely on customer surveys, while measuring brand awareness, but take into consideration its valuable information during building the marketing strategy.
2.Clicks and conversation rates
The obvious ways of measuring brand awareness kpis are ad clicks on brand awareness campaigns like display ads and retargeting.
Murmur recommends to check out the stats from Facebook ads, in order to see if
if there’s a notable lift after starting your brand awareness campaigns.
But why?
Because, according to the studies 82% of people click on a result from a brand they are familiar with. Which means that a person could have seen your display ad and taken no action, but because they had that awareness of your business, it may have prompted them to click on your Facebook page or the ads that are being promoted in other websites.
3.Attention to the volume of the branded search
While measuring brand awareness strategies like display ads or branded content, brands can notice a high volume of clicks without many conversions.
It means that there are some other ways of how potential clients learn about your business.
Important notice: People need to see information about a business seven to 10 times before taking an action. That means a click your ad, or even an impression, will result in a separate search later.
Murmur team recommends measuring the amount of the branded searches, which are searches for your business name, in order to see if your brand awareness strategies work or not.
- One of the easiest ways of measuring branded searches is Google Analytics
4.Overall and direct website traffic
As, in the case of the branded search, an increase in overall website traffic indicates that your brand awareness strategy works effectively.
When, it comes to the direct website traffic, if the stats are high,it means that the people are going directly to your URL.
- Overall and direct website traffic is one of the most important indicator for measuring brand awareness.
And the time has come for us to provide brands with the couple of useful tools for measuring brand awareness kpis and create an impactful marketing strategy
Brand IQ (Survey-creator)
With the user-friendly dashboard, brands will create a survey within some minutes and will be able to distribute it to the local and international audience and increase the brand awareness.
Benefits:
- An option to create a basic and research-focused surveys
- Ability to segment gender, age and locations of the responders of your survey for you to save the time
- Affordable costs for posting surveys
Buffer (social media management tool)
It provides the means for a user to schedule posts to Twitter, Facebook, Instagram,Instagram Stories, Pinterest, and LinkedIn, as well as analyze their results and engage with their community.
Do you want to use some of the brand awareness strategies seen here on MurmurAds’s site but need some help or advice? Today is the day when your business will start growing second by second! Murmur provides services of car-top, back-pack and social media advertising for its customers. Among are clients are private companies, small and medium sized businesses and individuals. Check out our website here. Get started today and generate perfect and visible results from the ad’s campaign for your business!
About Murmur’s Advertising Tools:
Carefully chosen marketing strategy is all you need. That’s why start to advertise your tv show or online content by using Murmur’s innovative tools. Your ad will not only be displayed on the billboards, potential customers will be able to see it on the LCD backpacks, holograms, table top screens, delivery bags and car-tops all around the city. Moreover, by using our Street IQ Platform, you customers can create the ad, try its different variations and see what works best for you.
Hype IQ – is a platform focused on creating a buzz around the product or service the clients provide. The concept of the platform consists of the following steps:
1. Clients confirm the plan by indicating general information about their marketing
target
2. Murmur’s AI (Artificial Intelligence) system uses the most modern marketing
tactics for the quick buzzing effect around the brand
Murmur Table Top Screens
As mentioned above Murmur Table Top Displays can show the menu via QR code, charge the phone, as well as show various ads. Additionally, our displays can be used for loyalty purposes, if the restaurant’s customers have bonus cards.
Also soon Murmur Table Top Screens will be able to function with a button that informs the waiters to take the order without customers waiting and calling for them.
The pandemic turns people to be more health-conscious. So, in order to avoid having physical contact with anyone outside their households as much as possible, our screens soon have a scan function for the QR code to settle customers’ payments.
Sources:
https://blog.hubspot.com/marketing/brand-awareness
https://localiq.com/blog/how-to-measure-brand-awareness/
https://brand24.com/blog/brand-awareness-tools/
https://www.survey.murmurads.com/login
