What is the rage with branding?
"Brand consciousness" has become a regular term in different markets or industries these days. Brands and customers alike are becoming more aware and focused on projecting the right image or perception and purchasing distinctive products or services respectively.
So, how can the term "brand consciousness" be explained?
It is simply a concept of awareness, or knowledge of a brand and what it offers that makes her different from other brands in the market, thereby giving the brand an edge or a competitive advantage over contemporaries.
It is the perception of a brand that the organization wants to project in the industry or market, and what they want their target audience to have in their minds. Brand consciousness is about making an effort deliberately, to be conscious about actions and reactions in the world you exist in and the consequences of decisions made especially long-term consequences.
Having established this, it is also vital to know who a brand-conscious customer is. A brand-conscious customer is someone that will always rather purchase or splurge on specific products or services; products that are popular or distinguished - products that are famous and have a strong name - in the market compared to their competitors.
Why do you need to be brand conscious?
For a brand that wants to make sure its products or services are at the forefront minds of prospective customers, you need to project the right image. Sell your brand to be the best, by making sure quality is assured. Now for customers, most people automatically agree that the most popular products are of a higher quality because for you to have good publicity as a brand, you must have undoubtedly delivered excellent products or services.
Brand-conscious customers do not pay any attention to prices placed on what a brand delivers. They are fact-checkers and are more concerned about quality and class. Going for a distinctive brand most times guarantees quality.
By getting celebrities, hosting/sponsoring shows, etc, brands try to get customers to fall in love with what they deliver. Customer who loves a brand for having their favorite celebrities, and sponsoring shows they enjoy, will always reach for the brand when the need arises. In whatever environment the brand covers, being a part of greater political, social, or cultural debates shows the brand is concerned about the well-being of its clients, and this brings in more connected clients.
Building an emotional attachment with customers will keep them with you forever. Customers that love a brand sell for you even without prompting. On the other hand, this is how loyal customers are rewarded by brands for their loyalty and continuous patronage. Brand loyalties are long-lasting and deep-pitted.
People always associate classes with distinguished brands. Patronizing a brand whose services and products scream class may seem a bit pricey, but they're guaranteed to depict that you're willing to make sacrifices to get the best. In every market - irrespective of industry or field - there are always a few brands that are automatically associated with the class. Selling your brand the right way, and placing it in this category is very important.
Brand consciousness is the first thing to think about in assuring the growth and development of a brand. Making a deliberate effort to display the right images or perception is the best way to ensure that your brand is positioned in the right places to grab available opportunities and attract the attention of your target audience.
Being brand conscious is the best way to know what people think of your brand. Showing a conscious awareness of your brand and being willing to put yourself out there to know what people think of you. Improvements and adjustments can only be made when brand-conscious customers give you feedback and point out areas that require improvements. A customer that loves the brand will tell you to correct it right away, so he /she does not lose something they or love.
Brand consciousness is not left out when it comes to personal branding. Get more knowledge with this book I wrote on ‘How to Build your Personal Brand’.