When you need a tissue, do you ask for a tissue, or for a Kleenex? When you’re ordering a drink at a fast-food restaurant, do you ask for a cola, or a Coke? What about when you cut yourself? Do you look for a plastic bandage or a Band-Aid?
These terms are known as proprietary eponyms, and they’re the apex of brand awareness. These brands have become so well-known, they’ve replaced the generic terms for similar products in our language.
For a brand or product to become a proprietary eponym is pretty much the pinnacle of brand awareness (sorry, Pepsi). Although you might not achieve this with your small business, that doesn’t mean you can’t do a lot more to boost awareness of your brand. So in this post, we’re going to equip you to do just that. We’ll cover:
What brand awareness is and how it compares to brand recognition.
The importance of brand awareness in achieving your marketing goals.
Strategies and real examples of successful brand building.
What is brand awareness?
Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with its particular product or service. In the case of a small business, their level of brand awareness may not reach eponym status (e.g. asking for a Kleenex instead of a tissue), but simpler forms are counted as success. This could mean:
Consumers having knowledge of what your business is known for.
A social media user knowing your ad is going to be funny when they come across you in their feed.
Customers choosing your brand specifically over others, even if there are cheaper options.
Search engine users typing your business name or other branded terms into search.
ThriveHive is now a part of the WordStream family, but you can see in the example below that one of the top queries that led to their site traffic was their brand name. This is good brand awareness. Read more