Understanding the Power of Brand Awareness in Business
Have you ever stopped to think about why certain brands stick in your mind, even if you’re not actively using their products or services? It all comes down to brand awareness – the level of recognition and familiarity that consumers have with a particular brand.
Building a strong brand involves consistently delivering a cohesive message and experience across various touchpoints. This consistency helps shape a customer’s perception of the brand and makes it more memorable, ultimately leading to increased brand awareness.
The Significance of Brand Building for Small Businesses
Research shows that nearly half of Amazon shoppers are more loyal to brands they like. This statistic highlights the importance of brand building for businesses of all sizes, not just large corporations. Establishing a unique brand identity can help differentiate your business, attract customers, and foster loyalty over time. By building brand awareness, small businesses can expand their reach and stay top of mind with potential customers.
Here are a few reasons why brand building matters:
- Customer Connection: Studies indicate that a majority of consumers are willing to pay more for brands that they perceive as authentic. By sharing your brand story, you can forge deeper connections with your target audience and inspire customer loyalty.
- Timing and Presence: With a growing number of shoppers researching products online before making a purchase, brand awareness plays a crucial role in capturing their attention at the right moment. By increasing awareness, you can position your brand effectively during the customer’s shopping journey.
Strategies for Building Your Brand on Amazon
With millions of customers shopping on Amazon regularly, it’s essential for brands to stand out amidst the competition. Leveraging advertising tools like Sponsored Brands and Sponsored Products can help increase visibility and connect with potential customers.
Take, for example, Farah Finds:
Farah utilized Sponsored Brands and Sponsored Products to boost her fashion brand’s presence on Amazon and engage with shoppers. Advertisers using both advertising formats together saw a significant increase in return on ad spend compared to those only using Sponsored Products. By deploying a cohesive brand building strategy, Farah was able to drive results and elevate her brand’s visibility.
Getting Started with Sponsored Brands
Prior to launching a campaign, it’s essential to define your business goals and objectives. Sponsored Brands offer two primary goals to choose from:
- Grow Brand Impression Share: If your focus is on increasing brand awareness and visibility, this goal can help you reach customers at the top of search results and direct them to your Brand Store for more information.
- Drive Page Visits: For brands looking to drive consideration and traffic, this goal can help attract shoppers to your Brand Store or product pages. By optimizing for clicks, you can measure success based on user engagement.
By leveraging insights and tools available through Amazon Ads, small businesses can effectively build their brand, connect with customers, and drive long-term success.
Learn More:
Discover how Amazon Ads can support your small business in expanding its brand reach and attracting new customers.
Footnotes:
1. GWI Q4 2022 WW Amazon shoppers surveyed (respondents: 90,303)
2. 2022 Higher Impact study, Amazon Ads and Environics
3. GWI Survey Data, UK, Q1–Q4 2022
4. Europa TGI Net Survey, Kantar, Great Britain, Q1 2023
5. Amazon internal data, WW, January 1 – September 20, 2022