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What is brand awareness and how to enhance it?

  • 19 November 2024
  • 5 minutos
  • Blog

Brand awareness is one of the most important concepts in marketing and business management. It is not only about how consumers know a brand, but also how they remember, associate and value it in comparison to the competition. In this article we will tell you what brand awareness is, why it is crucial for companies and what strategies they can implement to enhance it.

What is brand awareness?

 Brand awareness measures the degree to which consumers identify and recognise a brand. This includes both visual recognition (logo, colours, typography) and emotional association (values, experiences and perceptions).

3 types of brand awareness:

Assisted recognition: when consumers need to see or hear elements of the brand to identify it, e.g. the McDonald's theme tune.

Spontaneous awareness: When a consumer mentions a brand immediately when thinking of a product or category.

Top of mind: The pinnacle of awareness, whena brand is the first to come to the consumer's mind.

Why is brand awareness important?

Achieving brand awareness is essential because it increases consumer trust, facilitates differentiation, builds loyalty and impacts purchasing decisions. 

5 strategies to boost brand awareness

Enhancing brand awareness requires a strategic approach that combines visual, emotional and functional elements. Here are some of the most effective strategies:

1. Strong visual identity

Visual design is the first contact a consumer has with a brand. To achieve high awareness, it is crucial that all visual elements are consistent and memorable. A simple and unique logo, consistent typography at all touch points and a choice of corporate colours taking into account the psychology of colour (colours have specific emotions associated with them that need to be taken into account) will be fundamental to achieve this.

2. Content of Value

 Content marketing is a key tool to increase brand awareness. Creating relevant, useful and engaging content can help you position yourself as a reference or leader in your sector. For example, publishing posts with useful information, infographics, multimedia content on social networks, downloadable guides, webinars, etc.

3. Collaborations and Sponsorships

 Strategic partnerships with other brands or influencers can help you reach new audiences. Sponsoring important events or collaborating with influencers relevant to your industry generates exposure and credibility. 

4. Personalised experiences

Brands that create unique experiences for their consumers tend to be more memorable. For example, exclusive events (for product launches or themed activities), loyalty programmes and experiential marketing (immersive campaigns that generate positive emotions).

5. Sustainability and social responsibility

Today more than ever, consumers value brands that reflect ethical and sustainable values. Investing in responsible practices and communicating these efforts can increase awareness and strengthen emotional connection. 

What can I study if I want to work in branding?

If you want to work planning and executing branding and brand awareness strategies , among many other functions, UDIT's Bachelor's Degree in Branding and Advertising is one of the best options.

The Degree in Branding and Advertising is the only official 4-year degree that combines Advertising and Branding in Madrid. A pioneering approach that combines strategy, creativity and brand communication. 

During the first year of the degree, you will work on the basics of advertising, branding and communication. You will enhance your creativity in artistic drawing and digital design and you will tackle consumer perception with subjects such as sociology, psychology, etc. 

During the second year, you will learn a range of techniques to generate and express complex ideas in different media and for different audiences. You will be able to produce effective and imaginative advertising communications. 

In the third year, you will tackle different creative techniques, analyse trends and entrepreneurial possibilities, as well as the management and development of 360º projects. You will also apply the contents learned in a real professional environment.

The last course will be the final step for your insertion in the industry, you will learn how to create your own personal brand, and carry out the necessary advertising strategy. In addition, you will learn the tools and techniques necessary to carry out audiovisual projects (editing video, photography and audio) and carry out data and information analysis and management.

Why study the Degree in Branding and Advertising at UDIT?

You will be trained at a leading university in innovation in the field of education. This degree is an example of this, it presents a pioneering approach that until now did not exist in Spain, combining strategy, creativity and brand communication. 

During the four years of the degree, you will learn to create advertising campaigns from conceptualisation to audiovisual production. You will launch brands from scratch, developing naming, graphic design, packaging and their promotion on social networks. 

👇The objective? To train the publicist of the future

https://www.youtube.com/watch?v=L_jt4mO4Ym8

At the University of Design, Innovation and Technology you will be able to live unique experiences and develop your talent by participating in creative events and festivals such as Revolumotion, Referentum Talks, Madrid Ilustrafest, Festival Selected, etc. You will also come into contact with companies and industry professionals in workshops, masterclasses and workshops such as the Generative Artificial Intelligence Forum organised by the FEDE (Federation of Advertising and Communication Companies), the visit of Jesús Rasines, Executive Creative Director at Ogilvy, to talk to the students of the University about the successful advertising and animation campaign by Suchard's successful advertising and animation campaign "La vida es" (Life is) or the presentations in the framework of Revolumotion by professionals such as Selene Minguito, Motion Graphics Designer, Alberto Luengo, Chief Marketing Officer at Zapiens or Fátima Tamayo, 3D Character Animator, among others.

Brand awareness is not simply an objective for companies, but a strategic tool that drives growth and differentiation. In a world where consumers are exposed to thousands of messages daily, achieving an outstanding and memorable presence is a continuous challenge and building and strengthening it requires a strategic approach that combines visual identity, quality content, effective advertising and emotional connection with the public.

Train as a professional capable of creating brands that resonate in the memory of consumers and create strategies from scratch that allow the brand to stand out in an increasingly saturated market. Find out more.

Find out more

Degree in Advertising and Branding

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