What is brand recognition?
Brand awareness is the knowledge of the brand we take into consideration. It aims to communicate to users the culture of the brand, its philosophy, its values, its potential, as well as the differentiation of the commercial offer compared to the competition. The so-called Brand Reputation is born as a consequence of Brand Awareness.
Brand reputation
The online reputation of a brand created by users and customers of a product or service is called brand reputation. In fact, brand reputation is the reputation that our brand has in the market and to measure it we have to consider the comments and publications on social networks, as well as all types of textual and visual content, also created by the same web marketers that they work . for the brand Customer satisfaction is encouraged by communicating the characteristics of what is being sold, which should always represent a guarantee: in the context of web marketing and advertising copywriting, this type of communication is called "social proof." , or a set of evidence consisting of comments and opinions of users who on a site or blog communicate their positive experience with a certain brand.
Brand Awareness, David Aaker's pyramid to classify the stages of a brand's notoriety
Brand Awareness, to achieve real results, must be monitored and analyzed, here is the classification of an expert in the field, useful for working to increase the reputation of a brand
Brand Awareness was the subject of study by David Aaker, who classified the different stages of awareness of a brand, which always faces different levels of business. The Brand Awareness classification, for David Aaker, takes shape with the pyramid symbol and includes these levels of awareness:
- Lack of brand awareness by a hypothetical target (represented by the base of the pyramid);
- Superficial knowledge of the brand,
- Consolidated knowledge of the brand,
- Top of mind (represents fairly strong brand recognition by different types of target audience and in different sociocultural contexts).
Constantly monitor and analyze
Therefore, Brand Awareness must be analyzed to lead a brand to success, interacting with its target in the most appropriate way and planning efficient marketing campaigns that can persuade potential customers and encourage word of mouth.
Once the appropriate promotional strategies have been established, it is necessary to check if Brand Awareness is being developed correctly, so different software available online, suitable for analyzing the degree of customer satisfaction and understanding if the brand responds, must be used. specific needs making competition difficult.
Analytics is a great tool for monitoring brand awareness
Among the online tools to analyze Brand Awareness, the best known is undoubtedly Google Analytics, which provides important information about a site's web traffic and through which it is possible to interpret which elements of the promotional strategy should be modified and which ones. . be improved
Among the most important parameters to consider to strengthen your Brand Awareness, with Google Analytics you can know the bounce rate of a site, the browsing time on a web page by users. Obviously, you can also know the number of conversions and the total organic traffic and that from advertising.
Insights helps us with Facebook
To know how the awareness of a brand is developing online, another very important tool to use is Facebook Insights, a function that in the most popular social network in the world informs those who manage the page about the visits to this page.
Brand Awareness, or the basis of Brand Reputation: comparative notoriety and reputation
How are Brand Awareness and Brand Reputation related? Here is a summary of their relationships to understand how a brand can become popular and achieve success despite some flaws…
Brand Awareness and Brand Reputation are two terms belonging to the world of web marketing, which are often confused by newbies in the sector because they both refer to the success of a brand and its online visibility.
What is the difference between brand recognition and brand reputation?
Therefore, it is important to highlight the difference between the two concepts to better understand how a brand can enjoy the appreciation and trust of its customers. Brand Awareness, as mentioned above, is the degree of awareness of a brand, therefore, it refers to the ways in which the brand is made known to web users or potential customers. In this case, it is about promotional strategies and marketing campaigns that serve to make a brand known on the web and beyond. Therefore, to achieve objectives on the web, it is essential to take into account the usual practices of Funnel Marketing, aimed at the sale of a product or service, such as SEO. (Search Engine Optimization) and the various Content Marketing strategies.
It is good to know that although a brand can become popular on the web, and therefore although it is possible to consolidate a good Brand Awareness, it is not obvious that a consolidated Brand Reputation will consequently be achieved, since this is based on opinions. of customers and word of mouth that occurs only when a product or service for sale is of quality and therefore deserves to be mentioned in virtual contexts such as comments on blogs, publications on social networks, etc., etc.
There are stories of brand recognition with bad brand reputation
Unfortunately, here on the blog we cannot name companies that have failed in this regard. But think recently, when a company came to Italy, it invested a lot in advertising campaigns, but then, over time, Italian customers found that the company was not satisfactory and word of mouth began.
With social media, word of mouth is actually much faster and sometimes one misstep is enough to find a very bad brand reputation.
In recent times, telephone companies have been exaggerating with remodeling and the consumer is so tired that they start campaigns on social networks to bury the brand. Surely at this historical moment these renovations are very poorly managed by the telephone operators and that increases discontent.
How to increase brand awareness?
The reputation of the brand can be consolidated by making this brand present in the lives of potential or already acquired customers, therefore, among the strategies that can be used is undoubtedly E-Mail Marketing, which by sending emails to the various contacts (potential customers) collected on a site, you can let them know the news about what is being sold, or propose commercial offers that are convenient and possibly also highlight the uniqueness of what is being sold compared to what the competition is doing .
Surveys, interviews, blog posts including tips for users, etc., etc. should not be underestimated. , all strategies that could attract the attention of potential customers, build loyalty and, therefore, increase brand awareness.
What tools to use to increase brand awareness?
Lately, since almost no one uses them anymore, SMS is rediscovering its effectiveness. This is to tell you that no channel should be overlooked.
However, to run a good brand awareness campaign the pillars are always the same:
- SEO
- Advertising
- Junk mail
- Narrative in Social Networks.
Only after having achieved a consolidated Brand Awareness can a possible good Brand Reputation characterized by positive feedback be achieved, but in reality this does not always happen, because negative feedback is always lurking, and despite this, the reputation of the brand still there. 'meter. Sometimes, a brand may not be affected by negative comments, since being known on the web and also outside, could still lead to commercial objectives, regardless of whether something of quality is offered to the customer or not. In this case, the narrative strategies with which the product or service sold is sponsored are very important, therefore Copywriting and Storytelling, both textual and visual, often capable of seducing users and emotionally involving them in a communication that could be successful from a commercial point of view.
