What Is Brand Awareness And Why Is It Important?

Whatever business you run, you’ll want and need people to know of your brand; and that is where brand awareness comes in. Brand awareness is a fundamental concept in marketing that refers to the extent to which consumers and your target audience recognise the brand. In short, it represents the degree to which a brand is known.

While it may seem like a simple concept, getting your business name out there, brand awareness plays a major role in shaping the perceptions of your customers, which can influence sales, sign-ups, or clients—whatever you’re looking for. Ultimately, brand awareness, when done well, will help drive business success.

What Is Brand Awareness And How Is Brand Awareness Measured?

Brand awareness is exactly that; it’s the awareness and visibility of a brand and its recognition. If you can think of a brand name off the top of your head, you’ll know that brand through brand awareness. Take Coca-Cola for example. People know it well for its logo, it’s branding, its colours, and, of course, its products. Any brand which you can think of is the result of great brand awareness.

How To Measure Brand Awareness

Brand awareness can be measured along a spectrum, ranging from low awareness, where few people are familiar with the brand, to high awareness, where the brand is top-of-mind for a significant portion of the target audience. Brand awareness is basically how well-known your brand is.

And this leads on to the two main types of brand awareness:

  • Top-of-Mind Awareness – This refers to the first brand that comes to mind when consumers think about a particular product or service category. For example, using the cola analogy again, when someone says “cola,” many people immediately think of Coca-Cola or Pepsi.
  • Aided Awareness – This type of awareness occurs when consumers recognise a brand when prompted with its name or logo, even if it’s not the first brand that comes to mind. Aided awareness means that consumers have some level of familiarity with the brand, but it may not be their top choice when looking for a product or service.

Why Is Brand Awareness Important?

Other than making your brand known, brand awareness is important for several other reasons, all of which can contribute to a brand’s success.


When in a crowded market with many competitors, strong brand awareness helps distinguish one brand from another. Ever wondered why you might know of a brand but don’t use its products or services? That’s great brand awareness at work. When consumers are faced with multiple options, they are more likely to choose the brand they recognise and trust.

Trust And Credibility

In a world where consumers rely on extensive research and others’ opinions before making a purchase, brand trust is everything. Brands with high awareness are perceived as more credible and trustworthy by consumers because of the familiarity. When people know of a brand, they are more likely to believe in its products or services and feel confident of the brand’s ability.

Customer Loyalty

If people know of a brand, it’s more likely to receive customer loyalty and repeat business. When consumers have positive experiences, they are more likely to become repeat customers and recommend the brand to others.

Competitive Advantage

High awareness brands have a competitive advantage over others. These brands can command higher prices, attract top talent, secure partnerships and collaborations, and withstand market fluctuations more effectively than brands with low awareness.

Market Expansion

Strong brand awareness enables brands to expand into new markets and reach new audiences more easily. When consumers are already familiar with a brand, they are more receptive to its offerings, even in unfamiliar surroundings.

Marketing Efficiency

Building brand awareness can lead to more efficient marketing efforts. As awareness increases, brands can reduce their spending on other advertising methods and focus on more targeted and cost-effective strategies to maintain the brand’s presence.

Brand Equity

Brand awareness is also a key component of brand equity, which represents the intangible value of a brand. Brands with high awareness typically have higher brand equity, as they are perceived as more valuable and desirable.

How to increase brand awareness

The first step is to identify the target audience and make sure your marketing efforts are fit for this market. Social media is a powerful tool and can be used to build brand awareness by creating engaging content and interacting with the audience. Another way to increase brand awareness is through influencer marketing, which involves partnering with social media influencers with a significant following within your target audience. Additionally, attending events, sponsoring other local businesses/charities, and collaborating with other brands can also help increase brand awareness. You can also ask people to leave a Google or Trustpilot reviews of products or services to highlight your trust and loyalty as a brand. Make sure your messaging is consistent across all channels to make sure your brand awareness follows the same theme and creates a brand identity. 

Overall, brand awareness is a crucial aspect of building and maintaining a successful brand. It encompasses the degree to which consumers recognise and recall a brand’s name, logo, products, and services. Brand awareness is important because it differentiates brands from their rivals, builds credibility and trust, creates customer loyalty, and provides a competitive advantage. By prioritising brand awareness, businesses can position themselves for long-term growth and success in today’s competitive marketplace.

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