Simplest definition of Brand awareness is: a measure of how well customers know a brand.
Customers can have different knowledge about the brand. This knowledge can be organized in three main types by which Brand Values they know:
1) Core Brand Values – Customers know exactly the core Brand Values of a Brand, especially unique ones, meaning they know the products, the benefits, and problems it can solve.
2) Abstract Brand Values – Customers know abstract Brand Values, that are sufficient to motivate them to continue learning about the Brand and its products.
3) Almost No Brand Values – Customers know the Brand logo, name, color, shape, sound, humor, or something else, but do not know its Brand Values. I am calling this type of Brand Awareness Almost No because logo, color, and other identifiers, are also Values, but ones that usually make a weak effect on the Customer.
Depending on how long the Brand Values learning curve is, different goals for Brand Awareness should be set:
– If Brand Values require a shorter learning curve, then Brand Awareness can immediately be based on Core Brand Values.
– If Brand Values require a longer learning curve, then Brand Awareness should be first focus on Almost No Brand Values and build up to Abstract or Core Brand Vales types of Awareness.
For example: fashion brands can immediately use Abstract Brand Values. B2B brands can choose to start with Almost No Brand Values – like IBM when it targets the widest audience – or focus only on Core Brand Values Brand Awareness which is a case with many specific industrial manufacturers.
In any case, it is important to understand what type of Brand Awareness works for your Brand and not to compare strategic needs of your Brand with what other Brands are doing. For example: if your Brand performs well with Core Brand Values Awareness, then there is no need to increase the numbers with Almost No Brand Values.