How Brand Awareness Affects Buying Decisions

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Did you know that 93 percent of all purchase decisions are made subconsciously? That’s why brand awareness is so important in consumer decision making. If consumers aren’t aware of your brand, they won’t even consider it when making a purchase. In this article, we’ll discuss why brand awareness is so important and how you can increase it among your target audience.

Why is brand awareness important in consumer decision making?

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As we mentioned before, brand awareness is essential in buying decision-making as it is important that consumers recall the brand in the context of a given specific product category. Awareness increases the probability that the brand will be a member of the consideration set. In other words, if your target consumers are aware of your brand, they’re more likely to consider purchasing from you when they need a product or service that you offer.

There are a few key reasons why brand awareness is so important:

  1. It builds trust and credibility: If consumers are familiar with your brand, they’re more likely to trust and believe in what you have to say. Brand awareness can help build credibility for your business and make it easier for consumers to connect with you.
  2. It sets you apart from the competition: If your target consumers are aware of your brand, they’re more likely to choose you over a competitor that they’re not familiar with. Brand awareness can help you stand out from the crowd and make it easier for consumers to remember and choose your business.
  3. It drives sales and growth: Ultimately, brand awareness is important because it can lead to increased sales and growth for your business. If more consumers are aware of your brand, you’ll have a better chance of converting them into customers. And as we all know, happy customers lead to a successful business!

How does brand awareness increase the likelihood of a purchase?

Awareness is the first step in the consumer decision-making process. It’s important that consumers recall your brand in the context of a given specific product category. Brand awareness increases the probability that the brand will be a member of the consideration set.

The consideration set is a list of brands that consumers are aware of and would consider purchasing. In order for a brand to be considered, it must first be recalled by the consumer. Therefore, brand awareness is essential in buying decision-making.

There are several factors that influence why some brands are recalled more than others. These include frequency of exposure, level of distinctiveness, and strength of association with desired attributes.

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Frequency of exposure – refers to how often a consumer is exposed to a particular brand. The more frequently a consumer is exposed to a brand, the more likely they are to remember it. For example, if you see an ad for Coca-Cola every time you turn on the TV, you’re going to be more familiar with that brand than one that you only see occasionally.

Level of distinctiveness – refers to how different a particular brand is from other brands in the same category. The more distinctive a brand is, the more likely it is to be remembered. For example, if you’re looking for a new car, you might remember Toyota because it’s one of the only car brands that offers hybrid vehicles.

Strength of association with desired attributes – refers to how strongly a particular brand is associated with the attributes that are important to consumers. The stronger the association, the more likely it is that the brand will be remembered. For example, if you’re looking for a new phone, you might remember Samsung because it’s one of the only phone brands that offers water-resistant phones.

What's the best way to measure your brand awareness?

Brand awareness is typically measured through surveys which ask respondents how easily they can recall or think of a brand in relation to a given product category. A variety of measures can be used, but commonly reported measures include unaided and aided brand awareness.

Unaided brand awareness asks respondents if they can spontaneously recall the brand without any prompts, while aided brand awareness provides respondents with a list of brands from which to choose. Respondents who indicate they are aware of the brand either unaided or when it is included on a list are then said to have top-of-mind or first ad recalled awareness, respectively.

These measures are important because they allow marketers to track changes in consumer perceptions of their brand over time. In addition, brand awareness is often used as a predictor of other important outcomes such as market share and brand equity.

# Tip - How to increase your brand awareness?

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One key tip for increasing brand awareness is identifying your target audience. Once you know who your target customers are, you can tailor your marketing efforts specifically to them. This will help ensure that your message is getting through to the people who are most likely to buy from you.

You can identify your target audience using market research. This would involve collecting data about your potential customers, such as demographics (age, gender, income, etc.), psychographics (lifestyle, values, attitudes, etc.), and behavior (purchasing habits). You would then use that information to create a profile of your ideal customer.

Once you have created a profile of your ideal customer, you can start to tailor your marketing efforts specifically to them. This will help ensure that your message is getting through to the people who are most likely to buy from you.

Find out more about measuring your brand

If you want to find out more about how you can measure and improve the strength of your brand, get in touch with our team of experts at Brand Health.

We offer a free 30-Minute Brand Research Strategy Session to new clients that are looking to put data behind their marketing decisions and take their brand to the next level.

Click here to book your session now.

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