Five Phases to Sustain Brand Awareness for Solid Brand Building:

 

Brand awareness is the main focus in today’s marketing landscape. That is because consumers are tired of being sold to without meaningful marketing strategies that suit the oversaturated digital market. They have come to hate distractive messages and images on television and social media platforms that constantly steal their attention and focus on interaction and connection with meaningful marketing media. In the continuously evolving digital economy, digital marketing plays a crucial role in brand marketing. Brand marketing for brand building is taking the digital marketing world by storm.

So, as we approach the end of the year reviewing what brand awareness and brand building are in the present-day digital economy, it is interesting to explore the five phases of branding for building brand awareness that will put you in a better light for retrospection and reviewing your brand building effort throughout the year.

What is Brand Awareness in Brand Building

Brand awareness is everything you do to market and promote your business and to make it establish some presence online and offline. Brand awareness has come to mean many aspects that optimize brand marketing for brand building. Brand awareness is a long-term process. Therefore, it happens in phases. That involves brand recognition, positioning, perception, transformation, and loyalty. All this religiously followed and applied will maximize brand awareness for solid brand building. Here are the steps to explore;

Brand Recognition

Recognition is what establishes your brand identity and brand awareness in the market. Brand recognition revolves around the physical elements of your branding elements. It is the visual and audio cues people use to identify a brand. It is how your target consumers identify and relate to your brand. It is an ingredient of brand awareness.

So, to gain that recognition, it needs to capture attention. That attention might start with your logo and color palette which makes your audience familiar with such visual elements and to know that your brand exists. They recognize your brand based on branding elements like color and imagery. Coca-Cola and its distinctive red and white beverage cans have increased brand recognition from its customers. You cannot mistake it for any other brand.

Brand recognition is necessary for brand building. It enforces first impressions. I always feel that sense of achievement each time I am on my blog’s homepage. And it always arouses this sense of accomplishment in value creation. It exudes purpose and value with a feeling of mission accomplished. So, the big catch is to capture your audience’s attention. You can achieve that using relevant visuals, auditory cues, logos, slogans, packaging, images, or jingles.

Brand Perception

Brand perception is the overall feeling, thoughts, and experiences you offer and what people believe your brand represents. That can be a product or service that will affect consumers' feelings towards your brand, products, and services. And what mood they exude and how customers interpret and react to the brand perception. Brand perception defines how your brand makes your consumers feel. It is powerful for arousing and raising brand awareness.

That is what emotions your brand image evokes to your consumers. It is a collection of beliefs, opinions, customers' feelings, and impressions. In the digital economy, customer reactions have become part and parcel of establishing a solid customer base. It is the opinion they have about your quality, integrity, and reputation in the market. Though there can always be biases, brand perception promotes customer retention and loyalty. 

Brand perception is how customers see and understand a brand. That is the beliefs, attitudes, and feelings and how customers perceive them. Brand perception by your customers always boosts brand awareness for solid brand building. That means long-term business relationships that help brand positioning in brand awareness for brand building. Let's jump in and explore brand positioning.  

Brand Positioning                                                                                                                                                                                              

It is the space and position of who you are, what you are, and what you offer in the market. You cannot clarify that without a clear positioning statement. That defines the purpose and value of your brand, like on the Joyful Copywriter blog, where brand purpose and value are the basis of any marketing strategy, especially as a blog marketing platform. It is a marketing to establish a brand identity strategy. So, it must be well crafted to clarify the value proposition and aligned to the purpose and value.

You must be clear with your brand positioning statement to articulate and promote the value you bring to your target market and customers. A value proposition is the selling point for capturing customer attention to the value and benefit of your offers in the market. It answers who, what, and how questions of your brand proposition. It is a process of getting your brand out into the world to establish it as something worth and considering interacting with other brands in the same industry and niche. That must set you apart from competitors and distinguish you from the crowd.

The brand proposition keeps you focused to maintain relevancy while disciplined and realistic. You also need to maintain consistency in exceptional quality in your services or products. You must understand your current brand performance to create a more relevant positioning statement that reinforces the quality and clarification of your unique value proposition. Leverage brand positioning to boost brand awareness in brand building. That will promote a smooth transition and transformation. Let’s dive in and explore brand transformation.

Brand Transformation

In the digital market, static brands will soon vanish from the cloud. Agility is the name of the game. Transformation helps elevate your brand and enhances brand awareness for solid brand building. It is leveling up your brand. When you start as a freelancer, you can develop into a solopreneur and then a fully pledged entrepreneur who can employ people and own up to everything around your brand.

Brand transformation can be in two categories. One is for it to transform and suit consumer’s needs and pains. The other context is that your brand must change people’s lives and also for it to evolve and be current in AI tech and Machine Learning. However, a close analysis of what is relevant and not to your brand performance is necessary. That needs deep thinking to keep the brand valid and well-presented.

Critically think about your brand and how to increase revenue and maintain quality and value. Be guided by your vision and values as a brand and think of brand transformation or a complete revolution. All in all, brand transformation brings a positive change that makes brand building interesting. That will motivate customers to stay on with your brand. Let’s jump in now and explore brand loyalty.

Brand Loyalty

Brand loyalty, sometimes called customer loyalty, is what every brand seeks and is happy to capture and convert for solid brand building. Though it might be less expensive to boost brand awareness, coming to that level of having a loyal client base takes time and a lot of effort. However, once established, it promotes repeat purchases and organic reach with clients already part of your customer base. And a solid customer base builds and grows revenue. The secret for maintaining is continuing to provide quality services than any of your competitors.

Brand loyalty is the brand's ability to retain customers across product lines, increasing retention and having a customer lifetime. That boosts a higher level of reputation and integrity. Brand loyalty with a solid customer base optimizes revenue and brand equity. That way, it consolidates brand awareness for the potential growth of your business and the sustainability of your brand-building efforts. Retaining customers is the central axis of promoting brand loyalty and dedication. And you can achieve that by providing quality service and value in the market.

You can also boost brand awareness by bringing in opportunities for online community sense through loyalty programs that can contribute to customer service interaction to increase repeated purchases from your brand. As long as your customer service is excellent, your customers are bound to come to you despite competitors around you in the same industry and niche. That power of making your brand more preferred is the heart and soul of branding that will sustain brand awareness for solid brand building in the digital economy.