Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product or service. For example, when someone says “I need a Kleenex,” you know they’re referring to a tissue. There are plenty of other brands that create tissues, but Kleenex has become the most widely known brand. The more familiar people are with something, the more they trust it and gravitate to it.

Brand awareness is important because it helps businesses to stand out above their competition, build an audience more effectively, and generate more leads. A higher level of brand awareness typically equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share.

Brand awareness is the degree of consumer awareness of a brand and its related products. Creating brand awareness is one of the key steps in promoting and marketing a product. Brand awareness is particularly important when launching new products and services. It allows a company to differentiate itself from competitor-offered products and services.

With the vast amount of products options, having a differentiated message and an audience that can distinguish a company’s brand from its competitors is crucial. It can mean the difference between success and failure for a company.

Entire marketing campaigns can be constructed around promoting awareness of a brand. Spreading brand awareness is especially important during a company’s first few years, when they are trying to make a name for themselves.

When consumers are aware of the product a company offers, they will more likely go straight to that company if they need that product, instead of researching other places that they can acquire that product. Businesses with strong branding are viewed as accepted by the market. Therefore, they are trusted more by consumers who are looking to purchase a new product.