Brand Awareness is a rather ambiguous concept to many not as close to the marketing world. It conjures thoughts of logo ridden advertisements flashing across a display or as visions in the minds of customers. Those of us participating in the marketing function are familiar with the quantification of brand awareness with key performance indicators such as impressions, reach, frequency, aided awareness, unaided awareness, brand strength, brand lift, percent recall, preference, share of voice, mentions, likes and follows.1,2
Formulating a brand awareness campaign may take many forms depending on the objectives of the campaign. Examples of these may be:
- Launching a new brand
- Launching an existing brand in a new geographical location
- Repositioning a brand
Considering any of these for a moment will lead us to the different priorities each may have with respect to accomplishing their unique set of brand awareness objectives. Additionally, the most important performance metrics may vary based on these same objectives. Saturating a marketplace with a new product to ingrain the brand requires a different mix of time, messaging, investment and technology than introducing an existing brand into a new locale.
What has Changed? – The most recent major change in brand awareness was the measurement of a subset of the above metrics within the digital world. As an example, measuring share of voice across all social channels in addition to more traditional techniques and metrics is a more recent opportunity for marketers. This stems from the introduction of the numerous social sites where consumers and businesses are interacting on a regular basis. Each of these substantiated discussions on these sites provides additional insights into the minds of potential customers. Furthermore, the advertising solutions inherent to these new social sites provide additional opportunities to create brand awareness within this active channel. As a summary, the social channel and its individual sites, the dawn of the internet itself and finally all associated metrics now complement the core of what brand awareness previously meant to many of us. These channels and sites, when used effectively, enable a deeper capture of feedback from the online ecosphere.
A Marketer’s Perspective – Ultimately, this allows us to better measure our objectives and do this across a more comprehensive audience. While it creates a certain amount of complexity, we are able to reach our preferred audience and interact with them in the context of their own priorities.
Real Applications – We now have to understand the best way to achieve our identified branding objectives. This will depend upon the industry, expertise and access to technology capable of facilitating these goals. Let’s talk examples:
- Example 1: A Consumer Beverage Brand launching from France into the United Kingdom and subsequently the United States. What marketing technology could this brand have relied upon when introducing an established brand into these new markets? The answer comes from their need to position, translate and distribute the brand to each market based on the markets unique qualities.3
- Example 2: A hotel completing a rebranding effort. Recently, a stunning historic independent hotel rebrands to a major hotel chain’s brand. The relevant technologies for this scenario could cover many options. Those selected will be driven by the extent of the existing and future customer segments and the hotel’s amenities, among many other factors.4
- Example 3: A Restaurant repositioning after a significant renovation. A local establishment was purchased and renovated, formulating a new brand and experience for the customer. Customer segments changed, enabling the provisioning of a new marketing and technology approach.
The more flexible the marketing technology infrastructure for the business, the more tactical it can be with its implementation and fulfillment of the requirements necessary to reach the objectives for either ongoing or temporary needs.
- John Ebbert, “What Are The Key Metrics For Brand Awareness Campaigns In An Automated Buying Environment?”, AdExchanger, July 20, 2011. Web. March 3, 2016.
4. “Hyatt Launches New Brand: The Unbound Collection By Hyatt”, Hyatt.com, March 2, 2016. Web. March 3, 2016.