Why Does Brand Awareness Matter in a Marketing Strategy?

What brand comes to mind when you hear the words “music streaming platform”? How about “food delivery app”? Whatever your answers– Spotify, Pandora, GrubHub, or Seamless–it’s no coincidence. Your ability to come up with an answer is influenced by carefully planned brand awareness strategies.

Brand recall is built with constant repetition of a brand’s logo and tagline, typically through techniques like sponsorships, out of home, and other traditional media. 

How much exposure does your brand need to be remembered? 

One of the oldest concepts in marketing is The Rule of 7, which states that a prospective buyer must hear or see your brand at least seven times before they make a purchase. The key to this technique isn’t the particular number of seven (there have been many opinions on this, ranging from five to thousands). The most important learning from this principle is for a brand to be repetitive and consistent.

Brand awareness positively impacts measurable digital channels.

A 2018 study by marketing agency Red C discovered that 82% of searchers will choose brands that they are familiar with on Google, regardless of where the brands rank on the SERP.

A report from Omnicom Media Group showed that when added to the media plan, out of home increased search’s RROI by 37%

The impact of brand awareness is often overlooked.

Tech-forward brands are powering a resurgence in out of home, as new technology allows media teams to closely analyze the link between awareness-building techniques and digital success. This resurgence is fueled by a cohort of cutting edge companies, like Spotify, LinkedIn, Postmates, and D2C giants such as Quip and Glossier. This renaissance caused out of home to grow 7% in 2019, coming in as the fastest-growing traditional medium.

So, how can you get started building your brand’s awareness?

When planning your awareness strategy, think about touch-points where your customers could interact with your brand, both online and offline. What neighborhoods do they explore? What podcasts do they listen to, and what streaming service do they watch TV with? What events do they attend? 

At Soofa, we work with brands to identify what neighborhoods have the most overlap with their desired audiences, in order to target a brand message that reaches people on a trusted medium outside of digital.

Invest in long term solutions to grow your audience’s ability to recall your brand. Utilize brand awareness as the foundation to build a stronger marketing strategy.

Learn more about how Soofa can help your business build brand awareness here.