Finally, before the Olympus of the most famous brands, there are those companies that not only spend to make themselves known, but also begin to earn from their recognition . Therefore, the “ brand recall ” phase indicates the businesses that establish a virtuous circle between their investments in popularity and the profits they derive from it.
On top of all, top of mind brands need to continue to invest in their brand awareness, but they benefit from a well-established national or international popularity .
3) Reach out to people to make a difference
Thanks to David Allen Aaker's pyramid you can understand where you are: if you need to start investing, if you can already expect returns from your investment in Brand Awareness , or if you need to arm yourself with commitment to obtain them in the medium-long term.
Now let's ask ourselves a crucial question: how is it possible to be remembered by people? The ability to leave a mark and be remembered thanks to a coherent value proposition conveyed by a brand coincides with what we define as Brand Awareness .
The marketer, among his tasks within a company, has that of effectively and efficiently organizing the brand's ability to address people . He analyzes the business, identifies buyer personas , defines a tone of voice , uses a coordinated image , architects strategies, defines objectives and KPIs to position himself in a slice of the market.
Addressing people to make a difference means taking the path of distinction . There are many ingredients that contribute to making the final cake that the marketer will deliver to the market appetizing and desirable. There are many possibilities available to each marketer to get to put the cake on the table. And, as with any self-respecting cake, there is no recipe that is better than all the others , because many final results may be excellent, some cakes may be more susceptible than others to personal taste, but each will be able to attract its own potential customer .
4) You buy a cake, but you choose the pastry shop
As with cakes, even with regards to brand offerings, it is not enough to follow a recipe to the letter and create your product/service for it to sell. You need a pastry shop.
Today it is increasingly clear that consumers do not just choose list of telegram users in canada a product, but purchase a set of values.
In fact, when you buy a cake you have first chosen the pastry shop. And this choice of yours was dictated by a mix of your previous experiences, your geographical location, the opinions of your acquaintances, online reviews, the display of the shop window, your wallet, the destination of the cake and many other factors.
The primary purpose of marketing management is to take care of brand consistency , so that the experiences associated with your company name are satisfying . In this way, your customers will remember you and will be able to recommend you to their friends.
Your brand appeal is effective when it manages to share the values you identify with, intercepting target people with the same values. It is not only or always a question of the demand based on a need that is satisfied by means of an offer that proposes a solution. When we talk about Brand Awareness , in fact, we focus attention on a more complex component of the classic dynamics that influence the market. We are referring to the values that make one company desirable compared to another.
For some, this attention to Brand Awareness may seem like an accessory, sometimes it may even seem like a waste of economic resources, but there are companies that have learned to earn from the commitment to recognizing their brand . These are the companies that are positioned in the brand recall and top of mind phase of David Allen Aaker's pyramid.
