Who is your brand? What do you offer? Consumers should be able to answer these questions because only then will you have a high level of brand awareness and, in the best case, associate positive feelings and trust with your brand. Learn how to successfully strengthen brand awareness in 2023 with influencer marketing now on Kolsquare's influencer marketing blog.
Reputation, trust, and loyalty are values that every brand should pursue among consumers. After all, whether you’re a start-up or a longer-established company, your company’s brand awareness can be a critical factor in your success. Especially with the shift to digital, consumer behavior has changed dramatically and customers are more likely to search online for brand names they already know, rather than browse to identify new products.
Accordingly, marketers in 2023 should be working harder than ever to craft their strategies for increasing brand awareness. One effective way to do this – you know it – is influencer marketing, because KOLs (Key Opinion Leaders) have built a strong and interested community of followers over the last few years who just trust them. A recommendation from an influencer can therefore encourage followers to make a purchase much more strongly than, for example, classic advertising on television.
Again as a reminder, let’s first answer the question of what brand awareness is in 2023. The term “brand awareness” certainly gives you an idea, but as a marketing concept , brand awareness, or even brand consciousness, can be a bit vague because the concept is hard to measure with clear numbers. Brand awareness is not a metric that you can easily capture and analyze; instead, brand awareness indicates how familiar your target audience is with your brand and how well they recognize it. It also describes the way consumers recognize a brand and its products through logos, colors, slogans, or other properties.
If you want to strategically increase your brand awareness, your campaign should be targeting a specific market or audience. If you want to analyze consumer awareness of your brand, you can measure the level of awareness of your brand name, your product offering, and your brand attributes. To make these categories somewhat measurable, you can launch a survey among your customers or target audience.
When you analyze your data afterward, keep in mind that high scores on brand awareness alone are not meaningful. If consumers only know your brand name, they may not buy from you because they don’t know what to buy and why. A good example is the tech brand Apple because everyone knows the logo, the brand colors, and of course the different product lines of the brand.
Brand awareness can be broken down into four types:
Unaided brand awareness is when consumers can recognize your brand without any prompts or reminders. This is often seen as a benchmark for how well-known your brand is. A good example of unaided brand awareness would be Coca-Cola – if you ask someone to name a popular soda brand, they would likely say Coca-Cola without needing any prompts.
Aided brand awareness is when consumers can recognize your brand after they’ve been prompted or reminded. This can happen through paid advertising, such as TV commercials or billboards. For example, if you ask someone to name a car brand after showing them an ad for Mercedes-Benz, they would likely say Mercedes-Benz.
Spontaneous brand awareness is when consumers can name your brand without any prompts or reminders, but only when they’re thinking about a certain category or need. A good example of spontaneous brand awareness is when someone needs a quick snack and can immediately think of Lay’s potato chips without needing any prompts.
Top-of-mind brand awareness is when your brand is the first that comes to consumers’ minds when they think about a certain category or need. This is the ultimate goal for most brands, and an example of this would be when someone says, “I need a new phone” and the first brand that comes to mind is Apple.
Now, let’s talk about how to increase brand awareness with influencer marketing in 2023. Influencer marketing has become a popular tactic for businesses to increase brand awareness in recent years. By partnering with social media influencers, brands can reach a wider audience and increase brand awareness by leveraging the trust and loyalty influencers have built with their followers.
In 2023, we can expect to see even more businesses turning to influencer marketing to increase brand awareness. One way to do this is by selecting influencers who have a strong connection with your target audience. By partnering with influencers who are already popular among your target audience, you can increase brand awareness by reaching a larger, more engaged audience.
Another way to increase brand awareness with influencer marketing in 2023 is by using Instagram Stories and other short-form video platforms. By collaborating with influencers to create engaging, visually-appealing content, brands can increase brand awareness by reaching a younger, mobile-first audience who are more likely to consume this type of content.
Finally, in 2023, we can expect to see more brands using influencer marketing to increase brand awareness by leveraging the power of user-generated content. By encouraging influencers to create content that features your products or services, you can increase brand awareness by leveraging the trust and authenticity of user-generated content. Overall, influencer marketing is a powerful way to increase brand awareness in 2023. By leveraging the trust and loyalty influencers have built with their followers, and by creating engaging, visually-appealing content, brands can increase brand awareness by reaching a larger, more engaged audience.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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