Do you know what your target is for your brand? If so, are you on the mark?

Brand awareness is a marketing concept that refers to a consumer knowing of a brand’s existence.  Brand awareness is a measurable element that most marketing departments should measure, but don’t. It can be measured by showing a consumer (or focus group) the brand and asking whether or not they knew of it beforehand. Simple enough.  However, most marketers focus on the deployment rather than what their brand target is and making sure they are on the mark.

In today’s most competitive atmosphere, it is critical for retailers to maintain and build on their brand awareness, as well as reinforce the value proposition of their market. Good branding is the product of a clear vision. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources.
Here are a few tips:

• Vision: Good brand statements typically include the company’s mission, vision and values.
• Timeless: Build brand with the idea that it should last over decades, not something you will tire of quickly. And don’t change it to often!
• Experience: Logos aren’t the only way to brand. It’s an experience, whether on your website, commercials, online ads, radio spot, whatever you do …it’s the entire delivery of your timeless vision that helps your customers ‘remember’ your brand.
• Cohesive: All the delivery experiences should be cohesive and be experienced as unity and have the same ‘feel’ to have a consistent brand experience. Otherwise, your efforts can become confusing or diluted.
• Creative: Don’t let the brand standards box you in. Use it to develop creative expressions of what the brand vision is.
• Clear & Concise: Don’t muddle the brand. It should be easy, simple and clear. Stick to less is more.
• Value: It’s the consumer who decides what a brand is really worth. It’s not what you say about yourself, it’s what others say of you that gives your brand value. Ensure you apply customer feedback.

If you are one of the many marketers that is “pushing product” rather than building brand awareness, BEWARE.  People can tell the difference.  A brand is like person with a reputation.  And unfortunately, you can ruin your brand’s reputation without identifying your brand clearly, thus resulting in lost potential sales.  Keep your brand values at the forefront of the marketing techniques. Brand awareness starts by developing the best representation of what your product/service does, what it stands for and delivering that to your target audience in a clear, concise and creative way that can remembered for decades.  If you get feedback from customers about your brand, listen, weigh it carefully and take action, if needed.