Branding and Brand Awareness: Do you know the difference

by Agnes Josesf Expect nothing from no one

Branding and Brand awareness are two different parts of the same process. You give it a recognizable identity, when you brand your business. When you make the identity of your company known, you are marketing your business, yourself, your employees and your services/ products. Your objective, as the owner of a business, is to have the best possible “top-of-mind” awareness in the customer’s mind.

Branding

Branding is a practice of creating a name, symbol or design that identifies and differentiates one thing from another. Whether you a business or an idea, you can create a brand around it- and you should! A brand is derived from who you are, who you want to be, what people perceive and what makes you or your business different than your competitors.

When you are branding your service/product you should know:

·         Who are you?

·         Who needs to know you?

·         How will they find out?

·         Why should they care?

While Branding your business do the following:

·         Reach more people through extensive networks

·         Drive traffic to other corporate channels.

·         Deliver messages to new audiences otherwise you would not reach them.

·         Expertise sharing and positioning.

Brand Awareness

Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue.

A wealth of information creates a poverty of attention. So attention is what all brands are now fighting for. Gaining attention is the first step to have a conversation with the consumers. This may sound obvious but today’s problem is getting consumers to consume advertising.

Traditional advertiser’s model suggested consumers went through a linear process: AIDA           Attention, Interest, Desire and Action.

In today’s world Attention is the major and key factor in the process of converting non-consumers to brands.

Uniqueness: In today’s culture, the things that stand out do so because they are extremely unique. You can not just be slightly different, you need to do something a little more extraordinary to really catch people’s attention. The only way to be unique is to be yourself and let part of you and your personality be reflected in your product. Do not try to be all things for all people… Stand for something.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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