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Objective

Brand awareness

Making more of the right people know and remember the brand.

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Brand awareness is about making the brand come to mind for the people who buy the category, long before most of them are ready to buy. An integrated plan serves it with broad reach in a few media, one idea and consistent brand assets at every touchpoint, and the patience to judge it over months rather than weeks.

What matters when choosing

  • Reach among the people who buy the category, not only existing customers or the audience that clicks most.
  • Distinctive brand assets (colours, sounds, characters, lines) used the same way in every discipline, so that each exposure adds to the last.
  • Enough weight and continuity in each medium you choose: a few media done properly beat many done thinly.
  • Creative that earns attention, judged on whether people remember the brand, not just the ad.
  • Measures agreed before launch: prompted and unprompted awareness among category buyers to steer, the share of them who buy the brand to prove it, with brand lift and share of search along the way.

Questions to ask vendors and agencies

  1. How many of the people who buy our category will this plan reach, how often, and how do you know?
  2. Which of our brand assets will appear in every execution, and how will we check that people link them to us?
  3. What will you report in the first weeks, and what will prove the result months later?

Common mistakes

  • Judging awareness on clicks or a few weeks of sales, which cuts the slow work before it pays back.
  • Spreading a small budget across every channel, so that no one sees the brand often enough to remember it.
  • Changing the look or the line with every campaign, so that each one starts from zero.

Typical disciplines Advertising (TV, radio, print, cinema) Out-of-home and digital out-of-home Digital advertising Social media Sponsorship Influencer and creator marketing

Platforms that fit (12)

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