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[google_font font=\»Lato\» size=\»42\» weight=\»√0\» italic=\»0\» letter_spacing=\»\» color=\»#fff\» subset=\»\»]Brand familiarity is the secret to make your potential clients want to build long term relationships with your brand[/google_font]
“Do I know you?”
There are no sweeter words than these for a brand or business that is entering the market. If your brand evokes familiarity, there is no doubt that your strategy to increase brand awareness is working.
But what is brand familiarity and why does it give you butterflies?
Brand familiarity is the result of the brand information processing, which leads to consumer knowledge. This information processing is done through continuous exposure to the brand, causing potential customers to form an opinion.
To better understand it you can think about the case of finding a partner. Before that person even consider going out with you, they should at least know your name, right? And perhaps it would be good if they met you “by chance” in one of the places they usually attend. And, being familiar with your face, they could give you the opportunity to initiate a more direct contact and let you know them.
How can it be applied to your brand?
The same thing goes for brands. If you want to establish a stable relationship with your client, you shouldn’t expect love at first sight. The qualities that reflect love, intimacy and commitment are acquired with constant contact and those are the ones that last in time. Brand familiarity is closely related to perceived quality and intention to purchase.
A study carried out by Sublime, a global high-impact advertising marketplace, shows that 2 or 3 exposures are optimal for increasing brand familiarity, which increases by + 4% and + 7% respectively. The familiarity increases brand recall, which is the extent to which a brand name is recalled as a member of a brand, product or service class. It is the phase in which customers have questions and pain points and are showing interest in your product.
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How can you increase brand familiarity?
1. Optimizing organic traffic to make sure the potential user or customer can find you when they need the service or product you offer.
2. Always being present in their minds through digital ads.
3. Build your social media presence through content marketing by bringing value to your audience
The key is to develop brand familiarity in a positive way so the potential buyers will want to build long term relationships with your brand regardless if the products that you develop over time. They can’t love your brand if they don’t really know it.
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[google_font font=\»Lato\» size=\»32\» weight=\»200\» italic=\»0\» letter_spacing=\»\» color=\»#46474a\» subset=\»\»]welead can help you court your target audiences to move your brand relationship from awareness to familiarity to friendship to intimacy.[/google_font]
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Are you ready for the next phase of the sales funnel?
Consider it.
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