Raising Awareness with Marketing: 5 Tips for Beginners
Posted: Mon Dec 09, 2024 10:28 am
Article by Damiano Fina, one of the Demand Generation Heroes , the Tech Marketer community of the Digital360 Network.
Let's start by asking ourselves what it means to do awareness . In Italian we could translate this umpteenth marketing anglicism with the expression "to make the brand known". Are you interested in this topic? With this article I will show you where to start. Here are 5 tips for companies that want to start taking care of their own recognisability .
1) There is no Awareness without Brand
If I say “apple,” you might think of a well-known brand of list of telegram users in canada smartphones and computers. If I draw an “M” with a yellow marker on a red sheet of paper, you might think I’m referring to a fast food chain. If I show you an illustration of a panda, you might think of a global organization that works to protect animals and the environment. These are three examples of Brand Awareness .
The strength of the most famous companies in the world is to be present in the minds of a very large audience, transforming their logo into a symbol. According to the famous pyramid of brand awareness by the American economist David Allen Aaker, these are the “top of mind” brands, or those brands that are present in the minds of all of us.
Before starting to raise awareness, you must not overlook the word “brand”. In fact, having a brand, identifiable with a logo, coordinated by some guidelines on its use and inserted within a Brand Coordination operation is the basic requirement to be able to start making yourself known .
Why can't we take this for granted? Creating a corporate image for a company is not a trivial operation, it requires time, resources and adherence to its vision, its mission and its marketing mix. Above all, the marketing mix, over time, could vary and require a restyling of the corporate image or rebranding .
In summary: you can start doing Brand Awareness when you know who you are, what you do, why you do it and how you want to share it with the world.
2) Start from the Brand Awareness pyramid
To understand where you are with your recognizability, David Allen Aaker has designed the pyramid of Brand Awareness , at the base of which are unknown brands. These are companies at the beginning, unaware brands , that must begin to invest in making themselves known.
Let's start by asking ourselves what it means to do awareness . In Italian we could translate this umpteenth marketing anglicism with the expression "to make the brand known". Are you interested in this topic? With this article I will show you where to start. Here are 5 tips for companies that want to start taking care of their own recognisability .
1) There is no Awareness without Brand
If I say “apple,” you might think of a well-known brand of list of telegram users in canada smartphones and computers. If I draw an “M” with a yellow marker on a red sheet of paper, you might think I’m referring to a fast food chain. If I show you an illustration of a panda, you might think of a global organization that works to protect animals and the environment. These are three examples of Brand Awareness .
The strength of the most famous companies in the world is to be present in the minds of a very large audience, transforming their logo into a symbol. According to the famous pyramid of brand awareness by the American economist David Allen Aaker, these are the “top of mind” brands, or those brands that are present in the minds of all of us.
Before starting to raise awareness, you must not overlook the word “brand”. In fact, having a brand, identifiable with a logo, coordinated by some guidelines on its use and inserted within a Brand Coordination operation is the basic requirement to be able to start making yourself known .
Why can't we take this for granted? Creating a corporate image for a company is not a trivial operation, it requires time, resources and adherence to its vision, its mission and its marketing mix. Above all, the marketing mix, over time, could vary and require a restyling of the corporate image or rebranding .
In summary: you can start doing Brand Awareness when you know who you are, what you do, why you do it and how you want to share it with the world.
2) Start from the Brand Awareness pyramid
To understand where you are with your recognizability, David Allen Aaker has designed the pyramid of Brand Awareness , at the base of which are unknown brands. These are companies at the beginning, unaware brands , that must begin to invest in making themselves known.