{"id":57700,"date":"2024-09-01T23:02:15","date_gmt":"2024-09-02T06:02:15","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=57700"},"modified":"2025-07-23T22:07:24","modified_gmt":"2025-07-24T05:07:24","slug":"brand-awareness-what-is-it","status":"publish","type":"post","link":"\/us\/en\/blog\/brand-awareness-what-is-it\/","title":{"rendered":"Brand awareness: What is it? Plus, key tips to increase visibility"},"content":{"rendered":"

If you’ve ever studied marketing or sales, you’ll know that the first and biggest stage of any customer journey is <\/span>awareness<\/b>. Someone can’t become a potential customer if they don’t know anything about your brand.\u00a0<\/span><\/p>\n

Brand awareness campaigns can be a catalyst when building brand recognition and getting people into your marketing funnel. But it’s also important to have a brand that’s recognizable and relatable in the first place. Any good brand awareness strategy will focus as much on the brand and its style, voice, etc., as it will on outreach.<\/span><\/p>\n

A good communications center like RingCentral can be key to your brand awareness. From simply monitoring brand awareness across your comms channels to being an active part of awareness campaigns, RingCentral can be a big asset when building strong brand awareness.<\/span><\/p>\n

What is brand awareness?<\/b><\/h2>\n

Brand awareness measures how aware people are of your brand and its products\/services. Ideally, you want the kind of brand awareness that goes beyond a vague understanding that your brand exists in the world. You want in-depth brand awareness – the kind that results in people knowing at a glance that a post is from your brand.<\/span><\/p>\n

The holy grail of brand awareness strategies is for potential customers to instantly recognize a brand’s style, tone, products, values, etc., at a glance. No matter what channel they are on –\u00a0 be it social media, email, or even <\/span>video call<\/span><\/a> – potential customers should immediately recognize your brand\u2019s style, branding, and tone.<\/span><\/p>\n

Like anything else in sales and marketing, brand awareness can be broken down into a staged funnel. At the top of the funnel is ‘Awareness.’ This refers to basic understanding of what your brand is and what you do. This progresses down through ‘Knowledge’ (deeper recognition) and ‘Liking’) which hopefully comes as potential customers get to know your brand persona and branding better.<\/span><\/p>\n

Finally, customers develop a Preference for your brand, followed by a Conviction that your product\/service is the right choice. If everything goes well, this enhanced brand awareness should seamlessly funnel the customer through to Purchase\/Conversion.<\/span><\/p>\n

How can you measure brand awareness?<\/b><\/h2>\n

In order to get useful brand awareness metrics, you need to look at data-gathering methods that will give you a granular, nuanced view of your brand awareness.<\/span><\/p>\n

You should use different sources of data to give you the best possible analysis. For example, a <\/span>website visitor tracking<\/span><\/a> tool will help you track your brand awareness by measuring how many people visit your site over time.\u00a0<\/span><\/p>\n

On the other hand, more qualitative methods will give you more in-depth insights. For example, RingCentral\u2019s customer feedback surveys can be used to understand how existing customers perceive and recognize your brand and offering.<\/span><\/p>\n

Alternatively, social listening can give you a nuanced view of how many people are talking about your brand and – even better – what they say. There are plenty of social listening tools out there that can help you create a highly targeted and accurate social listening process.<\/span><\/p>\n

By combining these different tools and information points, you should be able to gain a full 360 view of the extent of your brand awareness and how customers view your business. <\/span><\/p>\n

How to increase brand awareness<\/span><\/h2>\n

So, you’ve measured your brand awareness, and it’s not looking great. Or maybe it is, but you still want it to be better. What now? How can you get your brand awareness to where it should be?<\/span><\/p>\n

Here are some ideas:<\/span><\/p>\n

Create (and use) a brand persona<\/b><\/h3>\n

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Free to use image sourced from Unsplash<\/span><\/p>\n

A brand persona is like a ‘mascot’ that represents your brand on a relatable human level. You can create an actual mascot if you like, or a brand persona can be used purely for reference purposes so that your sales and marketing efforts know the ‘persona’ to use when creating branded content.<\/span><\/p>\n

Ultimately, a brand persona will give your content a recognizable voice that your target audience can relate to. When done well, a brand persona should help people instantly recognize your brand’s ‘voice’ and values when they come across your social media posts or marketing strategy content.<\/span><\/p>\n

It should also be used to guide the tone of voice across customer service and sales. So, regardless of who a customer talks to in your <\/span>virtual call center<\/span><\/a>, they should receive a familiar service and experience.\u00a0<\/span><\/p>\n

Here are some things to think about when building a brand persona.<\/span><\/p>\n

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  1. Your mission and values. Your brand persona should encompass and embrace your values and your brand mission.<\/span><\/li>\n
  2. Your target audience. What kind of persona would your target audience relate to best? How would they talk? What channels would they use?<\/span><\/li>\n
  3. What three personality traits most exemplify your brand?<\/span><\/li>\n
  4. What sort of personas are your competition using?<\/span><\/li>\n<\/ol>\n

    Have recognizable branding<\/b><\/h3>\n

    This may sound obvious, but a big factor in brand awareness is recognizability. If you want people to be able to instantly recognize your content as ‘yours,’ pick a unique style.<\/span><\/p>\n

    There are lots of elements that go into good branding. People have written an entire multi-volume book series about branding. So, if you’re considering a major rebrand to boost brand awareness, it’s definitely worth getting in touch with branding professionals for help in strengthening your brand communication<\/a>.<\/span><\/p>\n

    But, in the meantime, here are a few quick tips to get you started:<\/span><\/p>\n