Creating Brand Awareness
It is always beneficial for a company to have a sound brand-awareness strategy so that it can keep updating the development of the brand. It should do a preliminary research to become aware of how well known the brand was amongst its customers initially before any changes were made. Then decide what should be done to increase awareness and recognition in the public eye and devise a strategy for it. Lastly, strategy should be made for how the execution would be done to bring in the changes to increase brand awareness. All these efforts must be done in such a way that the changes in consumer perception can be observed and level of recognition could be measured.
Specifically, the major components of brand awareness plan as suggested by Gustafson & Chabot (2007) are as follows:
- Classify and become aware of your target customers
- Create a company name, logo, and slogans
- Add value through packaging, location, service, special events, etc.
- Post purchase follow-up and customer relations management
Four Cs of Creating Brand Awareness
It is a known fact that if potential customers do not know about your brand then the company will not be able to make any sales. However, with efficient brand awareness campaign, this can be fixed. The four Cs of brand awareness as described by Teri Wells (2011) are Clarity, Creativity, Consistency and Cohesiveness.