5 Ways Advertising Increases Brand Awareness
Businesses strive in marketing not only to be seen, but also to be remembered.
Advertising offers a dynamic platform for increasing brand awareness by introducing a brand to new consumers and reminding existing ones of its values and offerings.
This article will go over five significant ways in which advertising increases brand awareness.
How Does Advertising Increase Brand Awareness?
Advertising campaigns increase brand awareness through expanded audience reach, increased brand recognition, industry leadership positioning, lead generation, sales, and core brand value establishment.
1. Expanding Audience Reach
Ads broadcast a brand's message to a wide range of potential customers.
According to a Hootsuite blog post, Facebook's potential advertising reach is 2.08 billion people, and Facebook ads reach 62.6% of all Americans aged 13+.
Additionally, 55% of consumers learn about new brands on social media, according to a Sprout Social article.
For instance, Facebook's ad campaign for its Oculus Quest 2 VR headset reached millions of users globally, effectively expanding its audience reach.
Businesses measure audience reach by examining metrics such as impressions, ad recall lift, and brand lift surveys.
2. Building Brand Recognition
Consistent presentation in advertising materials makes brands memorable. A consistent brand presentation increases revenue by up to 33%.
Nike consistently uses its "Just Do It" slogan and swoosh logo in ads, making them universally recognized symbols.
The brand recognition rate, which is the percentage of target customers who can identify the brand, is the primary measurement metric.
3. Positioning as Industry Leaders
Advertising showcases a brand's expertise and innovation. Tesla has positioned itself as a leader in the automotive industry through ads that highlight its electric vehicles' cutting-edge technology.
Brands can measure industry positioning by surveying customer perceptions and assessing their share of voice in the market.
4. Generating Leads and Sales
Strategically placed call-to-actions in ads can drive lead generation and boost sales.
According to a HubSpot report, 50% of marketers consider lead generation a top priority in their marketing campaigns.
For example, a skincare brand can boost its sales by introducing a new product with a discount offer in its ads.
The effectiveness of such campaigns is measured by metrics such as conversion rates, click-through rates, and return on ad spend (ROAS).
5. Establishing Brand Values
Advertising is a powerful tool to communicate a brand's values and culture to an audience.
Kantar's research shows that brands that stand for something meaningful and different can drive market share, command a price premium, and set their business up for future success
For instance, Patagonia's advertisements consistently emphasize their commitment to environmental sustainability, creating awareness not only of their products but also of their brand philosophy.
Customer perception surveys and social listening tools that assess audience sentiment are used by brands to measure this.
The Power of Advertising in Amplifying Brand Awareness
It's clear that advertising plays an integral role in increasing brand awareness.
It specifically helps brands achieve the following:
Expand audience reach
Build brand recognition
Position as industry leaders
Generate leads and sales
Establish brand values
Effective advertising, at its core, is all about ensuring that your brand's brilliance shines brightly, captivating people and guiding them to enthusiastically choose your offerings over those of your competitors.
