Brand visibility and awareness – what do you need to know?
So what exactly is brand visibility? To put it simply, it’s a way of monitoring the frequency at which your target audience comes in contact with your company. Of course, it’s happening on various marketing channels such as press publications or social media. Brand visibility can be challenging to measure, especially when it comes to offline areas. On the other hand, online, it’s often assessed through Viewability, In-View Time, or Video Completion Rate. What about brand awareness? As the name suggests, it’s a way to measure the familiarity of the consumers with your brand. The more recognizable your brand, the more people will know its name, colors, logotype, catchphrase, and other pieces of visual identification. They may also be aware of your products, services, and even values.
Brand visibility vs brand awareness and differences between them
Even though brand awareness and brand visibility are two different issues, they are much intertwined. Brand visibility is a tangible and focuses on the frequency at which the audience sees news about your brand. Meanwhile, brand awareness describes how much consumers are familiar with your brand and its products and services.
How to achieve brand visibility and awareness?
There are many paths you can take to build both awareness and visibility of your brand, and usually, those efforts go hand in hand, so you need only one good marketing strategy. So which areas will be the most beneficial when you want to improve your branding efforts?
Search engine optimization and the use of the right keywords are one of the best ways to attract new customers who are currently searching for a specific product or service. Some of them will choose the website of a brand they already know, but large portions will want to find something new through the search engine.
Social platforms can be a great tool to boost your brand awareness and brand visibility and engage with new potential customers. Of course, the better you choose the platforms and the more engrossing the content you post, the better the results.
Free content on social media and on your website/store should be supported by advertising efforts as well. Their scope and goal may vary – from broad advertising campaigns all the way to much more personalized creations. To maximize brand visibility, you should focus on planning and optimization of the advertising campaigns.
Good public relations can only benefit your company, including showing the brand in a favorable light and offering you better opportunities to reach a broader audience with the marketing messages.