It’s 2022 and the business landscape is more competitive than ever. Consumers have several options for a product and will rather shop from a brand they’re familiar with than one they know nothing about. So, they seek out products based on recommendations from friends or online reviews, and then buy those products without even knowing the name of the manufacturer. This is where brand visibility comes in.
With the right awareness strategy, your brand stands a better chance of being seen and growing in sales. But before you decide on the best ways to improve your brand’s visibility, it’s important to understand why you need more people to see your brand.
Why exactly is brand visibility important? Well, that’s what this post is all about.
Firstly, What is Brand Visibility?
Think about Coca-cola for a second. It didn’t take too long to imagine a cold can or bottle of Coke, right? That’s what brand visibility is all about. Brand Visibility is the extent to which people are aware of you and your products. It’s about how well they recognize your brand, products, and services.
Brands like Coca-cola have established strong brand visibility and, for this reason, are known as ‘popular’ brands. The more visible your brand, the more popular it becomes.
Brand visibility is essential for the growth of your brand and should always be included in your marketing strategy. You want people to notice you, and it’s especially important in today’s competitive online marketplace.
Why is Brand Visibility important?
Whether you’re launching a new product, selling to an existing market, or marketing to new customers, it’s essential to understand the importance of brand visibility because a brand is only as good as the number of people exposed to it. Here’s why brand visibility is key to your success:
1. Brand Visibility Strengthens Brand Presence
Having a reputable brand presence positions your business for an increased level of success. It helps drive your business forward and opens the doorway to expanding your business as it becomes easier and less expensive to introduce new products to the market. But it all requires the right visibility strategy.
To build a strong brand presence, you have to invest in building customer recognition. The more aware people are of your brand, the more they talk about you, subsequently increasing the number of people aware of your brand. This is helpful because consumers are more likely to patronize a brand that they’re aware of, over an unfamiliar brand.
With a strong brand presence, your brand gets a chance to have a higher social impact, higher applicant quality for job roles, an improvement in employee motivation, and an opportunity to bill higher prices due to the higher perceived value of your products or services.
2. Brand Visibility Builds Trust
We all value trust in our personal lives. We all appreciate being surrounded by trustworthy people that have our best interests at heart. This is also true for businesses. Consumers are more drawn to trustworthy brands with the right values. Brand trust is more than ever important in our time of increased global crisis. It’s important to customers that brands take a stand on social issues and use their market position to improve society.
As a brand, you should have a long-term strategy to build trust with both existing and potential customers. This is because trust increases engagement: The more trustworthy your brand, the better customers pay attention to your advertising and the more comfortable they are with sharing personal information with your brand. Trust also builds a loyal client base for your brand. This is particularly important because your loyal clients act as advocates for your brand, supporting you through tough times.
When you consistently deliver a strong brand image through your products, services, online content, events, and customer service, you increase your credibility with customers, your industry, and the marketplace.
3. Brand Visibility Provides Competitive Advantage
Before the Internet, people searched through newspapers, listened to the radio, watched televisions, and leafed through catalogs at stores to find brands. Today, the Internet has made all of that unnecessary. People looking for products can type a phrase into Google and find a list of possibilities, and once they choose one, they can purchase it online and receive it a few days later.
The competition is a lot tougher than it was in the past and this is why brand visibility has become important for any successful business.
A good brand visibility strategy establishes a unique voice for your brand, thereby helping your brand stand out from competitors’ brands. This is especially important if your brand is part of an overcrowded industry (for example, the fashion industry). Beyond setting your brand apart from competitors, visibility further increases the likelihood that people will buy your products, leading to increased revenue.