What is Brand Awareness?

What is Brand Awareness?

Brand awareness is the process by which businesses of all sizes cultivate recognition their products and services. Companies cultivate brand awareness through messaging, design, social media, ads, and more.

Brand awareness is a hot buzzword and has inspired countless books, including Sticky Branding, Brand Thinking, The Brand Gap, and Archetypes in Branding, among many others. And indeed executing successful branding and brand awareness strategies is complex enough to justify multiple books.

But if we’re talking narrowly about What is brand awareness, let’s not overthink it: It’s awareness of a brand. That’s it. Knowing that a brand exists, and hopefully having some idea about what that brand does.

Now, that doesn’t mean brand awareness is easy. As far as buzzword-y definitions, though, there are trickier ones. 

 

The Difference Between Brand Awareness and Brand Identity

Alright, so brand awareness is pretty simple – awareness of a brand. What, then, is brand identity?

Brand identity is what people think about when they think about a brand. So if brand awareness is making noise about a brand, then brand identity is the content of that noise.

A strong brand identity stirs up feelings and emotions about a brand, leading to an association between the brand and certain characteristics.

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