Imagine walking into a store and seeing a familiar logo or hearing a catchy jingle. You instantly recognize the brand and feel a sense of trust and familiarity. So, that’s the magic of brand awareness for you in 2023.

When people know your brand, they choose your products or services over your competitors. Branding is the key to success while running your business online. Your company’s reputation can go from zero to hero with a solid strategy and dedication.

However, brand identity doesn’t happen overnight. In case, you don’t have a plan to build it steadily over time. Your brand becomes stale and out-of-date before you know it.

In this post, you’ll learn what makes up an effective plan for building brand awareness. This article will also discuss some steps you can take to become a household name. So, keep reading and make these tips a part of your branding strategy.

Brand awareness 101 - Tips to build an effective strategy
Brand awareness 101 – Tips to build an effective strategy

Table of contents

What is brand awareness?

In a nutshell, brand awareness is the extent to which target customers are familiar with your brand. Connection with your brand identity persuades them to favorably look at your products or services. Thus, users well aware of a brand play a huge role in increasing its sales and cash flow.

Developing a competitive brand is a challenge for many companies. In the UK, businesses can use a branding agency in Manchester to increase their visibility. Similarly, globally and in the USA, research reliable branding firms in your area to help boost your brand identity.

What is brand awareness?
What is brand awareness?

Levels of brand awareness

There are several levels of brand awareness. So, understanding them can help you choose the right strategy. There exist several classifications of the levels of brand recognition.

One of the popular arrangements has four levels. Among the proponents of this classification include Steven J. Wilson. Here are the four stages of brand awareness to keep in mind during 2023.

  1. Recognition
  2. Recall
  3. Top-of-mind
  4. Brand preference
4 levels of brand awareness
4 levels of brand awareness

Let’s have a look at the four stages of brand awareness.


The first step of brand awareness is recognition. It indicates that the target audience is familiar with your business. While making and implementing a strategy, keep in mind that customers must recognize your brand before considering it an option.


The second level of brand awareness is recall. Yes, the customers can remember your business when they see it. But they may not be able to recognize it by itself. If you have an easy-to-remember brand name, then the consumers are more likely to recall it.


The third level of brand awareness is to-of-mind. In this stage, the customers think of your brand first, when they want to purchase a specific product/service. The customer may buy from you if your brand achieves this level.

Brand preference

The fourth and final level is brand preference. It indicates that potential customers favor your brand over other businesses in the same industry. Just in case, you have a strong preference among the customers, your brand can be successful in the long run.

Steps to successfully create brand awareness

Here are some approaches you can use to create successful brand awareness among users through 2023.

Steps to successfully create brand awareness
Steps to successfully create brand awareness

Next, we discuss these ways of making brand awareness smooth as a pie.

Define your brand

The first step in building an effective brand strategy is to define your brand and its purpose. A brand is a set of expectations, memories, and associations people have with your company. Therefore, think of it as creating your brand’s unique personality.

What makes your startup company special? What values do you want to be known for? By answering these questions, you can craft a clear and compelling brand story that resonates with your audience.

In addition, a purpose statement helps clarify what makes your business unique over the competitors. In other words, it allows you to identify your value proposition. Thus, a good purpose statement must be clear, concise, and memorable.

Get to know your audience

To build a strong brand perception, involving the right people is essential. Accordingly, learning more about your target market can help you understand what they expect from your brand. Start by understanding your target audience inside out.

What are your customer’s needs, desires, and pain points? How do your products solve their problems? Therefore, you can forge lasting relationships that fuel brand loyalty by empathizing with your audience and creating meaningful connections.

Be consistent

If you can interact with potential customers, ensure you utilize it fully. Also, be consistent with your marketing strategy. If your brand strategy varies on different channels, it might be hard for consumers to understand your brand.

Brand acquaintance requires consistent interaction and creating a harmonious message across your channels. These include your website, social media platforms, and more. For example, you should build an identity around how much fun your brand and products are.

Your channels should demonstrate and exude liveliness. After all, consistency builds trust. Brands delivering consistent experiences establish reliability and familiarity with their audience.

According to a 2021 study by Marq, consistent branding can increase revenue by up to 33%. It is up from the 23% estimate by the same company formerly known as Lucidpress. So, whether it’s your logo, messaging, or customer experience, maintaining consistency builds trust and keeps your brand top of mind.

Encourage referral marketing

Consumers’ opinions can influence your purchase decisions. Hence, you can use this insight to improve your brand awareness strategy. Most companies encourage customers to promote their business to family and friends through a referral program.

You can implement referral marketing in several ways. For instance, you can provide your loyal customers with an affiliate link. They can also leave online reviews and testimonials, encouraging their peers to trust your brand. Customers spreading positive words about a brand enhances its legitimacy and trustworthiness.

Make customers aware of your brand online
Make customers aware of your brand online

Bottom line

Brand awareness is an ongoing process that requires commitment and dedication. There are no shortcuts to brand knowledge. Nevertheless, there are some things you can do to make the process easier.

You can build a compelling brand awareness strategy by following the abovementioned steps. Recollect that it’s not just about getting people to know about your product or service. Furthermore, brand attention is also about understanding why it matters to them.

FAQs on brand awareness

Here are the short answers to some frequently asked questions about brand awareness.

What drives traffic to your website?

People search for specific brand names when shopping online in this digital era. Thus, with strong brand awareness, more people will search for your business, increasing organic traffic. With powerful branding, converting users visiting your website into paying customers gets more manageable.

How do you resonate with your audience?

Making your brand memorable is all about creating a lasting impression. Think of catchy slogans, unique logos, or even fun jingles that people will remember. Use colors, fonts, and designs that represent your brand.

Just make your brand visually appealing. After all, people who see or hear anything about your brand must instantly recognize it. By connecting with your brand, users establish a long-lasting relationship with it.

What factors foster customer trust?

Today, customers rely on extensive research and others’ opinions before purchasing. Hence, it’s imperative to ensure you foster trust. Once customers notice your brand, they are more likely to buy from your landing pages.

Later on, they can make repeat purchases. It helps in building trust and brand perception. Subsequently, your repeat customers move towards brand advocacy.

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