When you think of your favorite clothing brand or favorite beverage, you instantly think of a brand. That instant recognition is what all brands hope to accomplish. This is what brand awareness can do for your company. Brand awareness is the extent to which consumers are familiar with the qualities or image of a particular brand or service. In this article, we’ll cover the benefits of brand awareness and how you can use promotional products as a tool to improve your brand’s presence. 

Brand awareness is important to a brand for many reasons. One reason is it creates trust and a connection between the consumer and the company. Once you establish that recognition and trust, they’re more likely to return, creating loyalty to your brand. No matter the industry you are in, you want consumers to think of you as a solution to their problem. If they need a lawyer, an oil change, or a new appliance, your brand should be the first to come to their mind. They may not be your customers yet, but if they know who you are beforehand, that’s a good step in acquiring a new lead or sale.

Brand awareness creates an association. Brand association is a connection consumers make to distinguish your brand, whether it’s through an image, concept,  sound, activity, or interest. If I say, “Just do it,” you’ll likely think of Nike. If you’re craving a coffee, most people will go to Starbucks. Many brands sell coffee, so why do a majority of people think of Starbucks? This is the power of brand awareness. 

Consumers always do their homework when looking for a new product or service. Once you’ve built that trust and your brand has successfully been associated with your product or service, you create brand equity. Brand equity is the value of a brand based on a consumer’s experience and perception of the brand. 

According to a study by the Advertising Specialty Institute, promotional products last about seven months on average in the receiver's possession. This means your promotional items branded with your logo are generating impressions. As long as the quality of the product is good and it has a functional use, consumers are likely to hold on to those items. Here are various ways you can use these promotional products to increase your brand awareness. 

One of the most widely recognized purposes for promotional items involves distributing them at trade shows and similar industry gatherings. By doing some giveaways to those who visit your booth, you can connect with potential clients and create brand loyalty. They will then carry your product, promoting it anywhere they may go. This is a great way to increase your brand awareness and leave a positive perception on people. 

Promotional items serve a purpose beyond in-person events. If you want to expand your social media presence, a giveaway or contest is a great strategy to use. By running a giveaway campaign, you can incentivize people to share or engage in the posts. Alternatively, if email aligns better with your company's communication style and you aim to get more subscribers to your newsletter, you could incentivize that to win the giveaway. In both scenarios, you'll grow your followers or subscribers, which increases your brand’s awareness and leaves a winning customer happy. 

Branded promotional items are an excellent way of expressing your appreciation to clients for their business. This act of kindness reinforces their connection to your brand. Also paves the way for potential future business collaborations. They are also more likely to spread the word about your company and hold on to those promo products. This small gesture is excellent for improving bottom-of-the-funnel marketing. You create brand loyalty while receiving impressions of your brand in multiple ways. 

Whether it's word of mouth or through social media, having people hear and learn about your brand is never a bad thing. As long as they have a positive perception of your company, awareness is good. Check out our promo products and start increasing your brand’s awareness!