Consumers today are bombarded by marketing messages. Whenever a person visits a website, checks their News Feed or opens their email, they are being asked to do something. To prevent feeling overwhelmed, consumers use mental shortcuts to make their purchase decisions.
Multiple studies have looked at the relationship between brand awareness and customer decision making, and they consistently demonstrate that brand awareness is an important factor when making a decision. Studies also show consumers who are aware of a particular brand tend to sample fewer products.
What does this mean for you? By generating brand recognition, you can increase new sales, foster brand loyalty and keep retention levels low.
Why Brand Awareness Impacts Customer Decision Making
Let’s look at some of the reasons why brand awareness has such an impact on consumer decision making.
Your Brand Stands Out from the Crowd
Studies show that consumers are able to choose a product more quickly when presented with a number of options that includes a brand they know, as opposed to a number of options with only unfamiliar brands. In other words, if a customer is given five shirts to choose from, and one is from a brand she knows, she’s more likely to make a quick decision in favor of the branded shirt. If she is presented with five shirts from brands she doesn’t know, it takes her longer to decide.
Your Brand is Approved by Others
There are many ways to build brand awareness, and one of them is through social media. Consumers trust reviews and testimonials from real people more than messages that come from the brand itself. Therefore, social proof is good for business and can weigh heavily on purchase decisions.
In one study, it was found that 38% of moms are more likely to buy products from brands that other women “like” on Facebook. Additionally, 77% of brand conversations on social media are people looking for information, advice or help. This means that people turn to social media for recommendations and trust brands that other people like.
Tying Your Marketing to Brand Awareness
Brand awareness is an important part of the decision making process, which is why your marketing efforts should be tied to improving this presence. The benefits of improved brand recognition are increased sales, enhanced trust and credibility and boosted loyalty. Some of the best ways to build brand awareness are by having an identifiable logo, distinct brand message and a combination of offline and online marketing.
Inkwell Global Marketing offers a complete line of branded merchandise. With our extensive catalog of promotional products, you can be successful in promoting your brand and moving customers through the funnel.