Brand awareness, or also Brand Notoriety, is a metric that indicates how well our brand and its products or services are known and recognized in the minds of consumers. The pinnacle of Brand awareness, the desired end point for every brand, is to be the first brand that consumers think of when they begin the process of buying a certain good or service.
Measuring your notoriety through Aaker's pyramid
David Aaker has devised a classification with which you can pinpoint where your business currently stands, so that you can define the current state of your business and how far you have to go before you can finally reach the top of the pyramid and user consideration.
- Level 1: At the base of the pyramid we find a total absence of brand awareness, that is, your potential customers have no idea that you exist. Beyond what the target area may be, at this stage your work is as if it were nonexistent.
- Level 2: The second point brings us out of total anonymity to start making sure that the brand begins to be known. However, it still remains an initial moment, with a superficial level of knowledge that is still too limited to really talk about growing brand awareness.
- Level 3: The level of knowledge here is quite strong. We are not yet at the final level, but already at this stage your brand will be one that will come to mind for a certain type of user who is looking for services that fall within your scope.
- Level 4: Top of Mind. When this point is reached, it means that the work done on the brand has worked: the brand in question is the first one that comes to people's minds for a particular good.
Not to be confused Brand Awareness with Brand Reputation
If with Brand Awareness we speak exclusively of a level of knowledge, with Brand Reputation we enter the realm of the consideration the public has for a particular brand.
Develop and improve Brand Awareness
- To improve your brand awareness , you have no other way but to focus on the implementation of purpose-built marketing campaigns.
- It can be a great help to you to make an editorial calendar through which you determine when and how to give users the content they expect. Guides, solutions, tips, interviews, articles written by experts in the field, there are many types of content you can offer to attract your audience and grow your business.
- Increasing your brand awareness will lead to exponential growth in the amount of work you have to do, with related growth in your earnings.
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