Brand Awareness – 3 Ideas to Spark Your Campaign

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Brand awareness gives companies the chance to give their brand meaningful connection with consumers. It’s an opportunity for a business to make advertising profound and positive.

What Is Brand Awareness?

Brand awareness is more than recognizing a logo and knowing the company it represents. Brand awareness is a deep, complex connection a brand makes with a customer. It is the amount of familiarity consumers have with the character of a brand.

Brand awareness is, for example, if a customer sees the Target logo and makes a connection – emotional, visual, etc. – that is brand awareness. This example shows the power of brand awareness. Here are three ideas for developing and increasing brand awareness.

1. Personify Your Company

The success of a marketing campaign boils down to its ability to give personable characteristics to a company. A good example of this in action is the Mac versus PC ads which had humans personify both a personal computer and a Macintosh computer. Since the ad was run by Apple, the Mac character was young, responsible and witty while the PC character was goofy, unintelligent and flustered.

An Apple store with clear windows.
There are many different ways to personify your company.

When consumers associate positive human behaviors and traits with your brand, they’re much more likely to stay loyal to it. The emotional impact of linking brand logos with human behaviors is overwhelming and removes layers of defenses customers have built up over years of being advertised to.

2. Value Creative Quality Over Volume

Advertising your brand in high quantities over numerous mediums doesn’t necessarily help promote brand awareness. You should instead prioritize creating powerful campaigns that elicit the types of feelings and emotions you want associated with your brand. The impact it has drives brand awareness further than empty mass advertising.

Google headquarters with a fleet of bikes in front.
The quality of advertisements is more important than quantity.

This builds a level of loyalty between consumers and company as well. Brand awareness involves giving something of meaning to consumers. When creativity is encouraged in a campaign, the chance of this increases. Gaining brand loyalty starts with a solid branding strategy foundation and execution.

3. Market Campaigns With a Narrative

Stories drive home brand awareness effectively if they’re delivered correctly. There are many different ways to use a storytelling campaign. Sometimes a verbal recount from a hero serves a company well in an advertisement. Other times the story is told the way a movie tells a story. A video advertisement that lets people discover the power of a brand gives consumers a chance to feel emotional about something the brand stands for.

Picture of a Microsoft store.
Use a narrative to build brand awareness.

The quality of advertisement trumps the quantity of advertisements. An interesting example of this is a recent Microsoft commercial. It had a winter holiday vibe – kids rounded their friends up, evoking feelings of nostalgia. They journeyed to see someone doing something amazing. They end up at the home of a child who is surrounded by his friends playing a video game on a Microsoft system. His friends are all cheering him on. The marketers told a story using a video and their product and in doing so changed the way people think of video games. They showed Microsoft video games involve social gatherings of friends and family.

Brand awareness starts and ends with how campaigns elicit deeper levels of connection with consumers. Understand how to truly connect your brand with people in order to succeed.


Casey Schmidt – Content Manager and Industry Expert | Canto

Casey is a content management and branding expert who enjoys taking complex subjects and making them easy to understand for readers.