Brand awareness: what it is and why it matters for your business

If you’ve ever heard a business owner say, “We just need to get our name out there,” what they’re really talking about is brand awareness. 

 

It’s one of the first steps in marketing. Making sure people know who you are, what you do, and why they should care.

 

Recently, I surveyed business owners to get a better understanding of their marketing goals, and 72% of respondents said that increasing brand awareness was a priority. 

 

 

It was the most selected option, ahead of lead generation, sales, customer retention, and social media presence. That tells me two things:

 

1. Business owners know that people can’t buy from them if they don’t know they exist.
2. There’s a lot of confusion about brand awareness: what it is and why it matters for your business. And how to build it effectively.

 

This is the first in a series of blogs on brand awareness, where I'll break down what it is, why it matters, and how you can build it effectively. So, let’s get started.

 

Defining brand awareness

 

Brand awareness is simply how familiar people are with your business. It’s not just recognition, it’s about being top of mind when your ideal clients need what you offer.

 

For example, if you’re a business owner looking for an accountant, and a specific firm comes to mind first, that’s strong brand awareness. If you need a reliable plumber, and a particular company is the one you think of, that’s brand awareness in action.

 

Brand awareness isn’t just about seeing a logo or hearing a name. It’s about a feeling. 

 

• Do people trust your business?
• Do they know what makes you different?
• Do they immediately associate you with the service or product they need?

 

Brand awareness vs. brand recognition

 

People often use these terms interchangeably, but they’re different. 

 

Brand recognition is when someone sees your logo, colours, or tagline and knows it’s you. Brand awareness goes further. It’s about people knowing what your business stands for, what you offer, and why they should choose you over a competitor.

 

A great example is a well-known boutique winery. Their brand recognition is strong. People see their wine labels and know it’s from them. But their brand awareness runs deeper. People associate them with high-quality, small-batch wines, a family legacy, and a high-quality food and wine experience. That’s what makes them memorable. That’s brand awareness. 

 

Why brand awareness matters

 

If no one knows who you are, you’re not in the running when they need your product or service. Strong brand awareness means you’re already on their radar before they even realise they need you. 

 

And that means:

• More leads and sales. When people know your name, they’re more likely to choose you over a competitor they’ve never heard of.
• Trust and credibility. Familiarity breeds trust. If people have seen your brand before, they’re more likely to believe you’re reputable.
• Better marketing ROI. If people already know and trust your brand, your ads, social media, marketing and promotions will be more effective.

 

Real-world brand awareness examples

 

Let’s look at how some businesses build brand awareness:

 

• A security company: Their tagline reinforces reliability. Through a mix of social media, word-of-mouth, and consistent messaging, they’ve positioned themselves as the go-to for security solutions. If you’re a business owner in their region thinking about security, chances are you’ve heard of them.
• A pet care service: Specialising in pet sitting, daily check-ins and dog-walking, they focus on their “Pets First” philosophy and share pet-care tips in their marketing. This helps them create strong brand awareness among pet owners who want an alternative to kennels.
• A plumbing firm: A locally owned business that prides itself on reliability. Their community engagement and word-of-mouth referrals have helped build strong brand awareness, making them the first choice for plumbing services in their area. They’re not just plumbers, they’re trusted professionals ensuring homes and businesses run smoothly.

 

How to start building brand awareness

 

If you want more people to know your business, here’s where to start:

 

1. Be consistent. Use the same logo, colours, messaging, and tone of voice everywhere. This builds familiarity and trust over time.
2. Show up regularly. Whether it’s on social media, networking events, or email marketing, consistency helps people remember you. The more often your brand appears in front of people, the more likely they are to recall it when they need your services.
3. Tell your story. People connect with people, not faceless brands. Share why you started, what makes you different, and the people behind your business. A strong personal story makes your brand more relatable and memorable, and easier to connect with.
4. Use social proof. Testimonials, case studies, and client stories help build trust and recognition. When people see others vouching for your business, they’re more likely to trust and remember you.
5. Be useful. Whether it’s blog content, free resources, or helpful social media posts, providing value builds awareness and credibility. Sharing useful insights positions you as an expert and keeps your brand top of mind.
6. Leverage partnerships and collaborations. Working with complementary businesses can help you reach new audiences and strengthen brand visibility. Joint ventures, sponsorships, and collaborations can introduce your brand to new potential clients.
7. Engage with your audience. It’s not enough to just put content out there; you need to interact. Respond to comments, participate in conversations, and engage with your community. The more people feel connected to your brand, the more they’ll remember it.
8. Use multiple touchpoints. Brand awareness isn’t built through one channel alone. Use a combination of online and offline strategies, for example social media, SEO, networking, PR, and even local sponsorships, to reinforce your presence in your industry.

 

Making brand awareness work for your business

 

Brand awareness isn’t about flashy ads or trying to be everywhere at once. It’s about being recognisable, trusted, and memorable in the minds of your ideal clients.

 

If your marketing goal is to “get your name out there,” focus on strategic brand awareness, not just visibility for the sake of it, but ensuring your ideal clients know, trust, and remember you when it matters.

 

Want help making that happen? Let’s chat.