The big question when it comes to brand awareness is: How many people care about your brand?
The truth is…
…no one really cares about your brand as much as you do.
Even your most loyal customers find your brand relatively unimportant.
How To Improve Your Brand Awareness
“Do a 180” and start looking at things from your customers’ perspective.
Because when you do, a whole host of revelations and new opportunities present themselves to you.
As an example, let’s take a look at your competitors. Viewing from your customer’s perspective you suddenly discover:
1. Your real competitors aren’t the ones you concentrate on, they’re the ones your customers consider.
2. Your true competitors are often from totally different categories.
3. Different customers may consider different brands as your competitors.
4. “Competition” isn’t even the right word. Your customers simply make “choices”.
Just getting this straight is essential to your brand’s survival. Because, as you should always remember:
“The competitor who beats you is the one you never thought could beat you. And by the time it’s beating you, it’s too late to do anything about it.”
The Five Stages of Brand Awareness
According to Gene Schwartz – a legendary marketer – your customer can be in one of five different stages of brand awareness.
To truly sell, your market research must take this into account.
Here’s Schwartz’s five stages of awareness:
1. Completely Unaware: They have no knowledge of you or your product.
2. Problem Aware: They’re aware of a problem, but don’t know about the solution.
3. Solution Aware: They’re looking for a solution, but don’t know you’re the best option.
4. Product Aware: They’re aware of your product / service, but not sure you’re the best fit.
5. The Most Aware: They know your product / service, but need a last bit of confidence to buy.
To truly understand your target audience, keep each of these stages in mind when you are practicing your market research.
Trust An Expert Partner
You know you need to look at things as your customers do.
But it’s physically impossible for you to put yourself in their shoes.
So, what can you do?
What you need to do is “borrow” their shoes by relying on market research from a team with over 20 years of experience.
Then listen and learn from the results.
If you’d like our help with your market research, drop us a line for a free consultation.