Brand awareness: the goal of your branding strategy

[suchona.kani.z]

It didn't surprise you in the least what your eyes and brain are capable of doing. But if you stop to think about it for a moment, you'll understand that it's no small feat to recognize among so many different eyes, noses, and mouths, those that correspond to the physical features of your friend.

This kind of ability, which we have since birth, to distinguish faces from everything else and, among these, to distinguish those that are familiar to us, is called pareidolia . But why am I telling you all this?

Well, the metaphor of the brand and the face is not accidental.

Just as we recognize a familiar face among many strangers, we recognize a brand that is familiar to us among a thousand other different brands.

And not only that. If we observe a series of faces, those that attract us the most and that we focus on are those that are familiar to us, and in this phase some areas of the brain are activated where human relationships are processed.

Scientific studies show that brands we like activate exactly the same belgium email list areas. This means that we attribute a positive connotation to a brand based on the degree of familiarity.

And this happens simply because we are repeatedly exposed to communications from that brand.

In short: seeing that particular brand, in advertising campaigns, on social media, in newspapers and among the sponsors of a particular event, makes it a “friend”. Instinctively, therefore, we trust that brand and choose it among many others.

And trust is a vital concept if you want to create a good strategy for your brand. Research conducted over the years on branding has yielded a series of interesting results.

branding statistics

Among the various statistics created on the basis of these researches, there is one in particular that has shown that 81% of consumers need to be able to trust a brand in order to purchase and that often the purchase is dictated by the level of trust that the customer has towards this brand.

Simply knowing that brand can push customers to choose it precisely because they recognize it as familiar.