Why Strong Brand Awareness is Essential for Small Businesses
Have you ever considered why certain brands stick in your mind, even if you’re not actively using their products? This is due to their strong brand awareness, which is the familiarity that consumers have with the goods or services offered by these brands.
Building a brand involves consistently delivering a message and experience across various touchpoints. This consistency helps shape a customer’s perception of the brand and makes it memorable, ultimately enhancing brand awareness.
The Significance of Brand Building for Small Businesses (SMBs)
Did you know that 48.8% of Amazon shoppers surveyed exhibit higher loyalty towards brands they favor? This statistic underscores the importance of brand building for businesses of all sizes, not just large corporations. Building a strong brand identity allows you to differentiate yourself, attract customers, and foster loyalty to your brand. By focusing on brand building, businesses can introduce themselves to new audiences and ensure they remain top-of-mind for potential customers throughout their shopping journey.
Here’s why brand building matters:
- Customer Connection: Research shows that 67% of consumers are willing to pay more for brands that are truly authentic. Sharing your brand story helps establish connections with your target audience and inspires them to choose your brand.
- Timing and Presence: In the UK, 60% of Amazon shoppers research products online before making a purchase. By increasing brand awareness, you can position your brand effectively when customers are actively shopping, leading to brand discovery.
Establishing Your Brand on Amazon
With 12 million customers in Great Britain shopping on Amazon in the past six months, it’s crucial to stand out among competitors. One effective strategy is illustrated by Farah Finds, who utilized Sponsored Brands and Sponsored Products to boost visibility and engage with shoppers on the Amazon platform. Advertisers using both Sponsored Brands and Sponsored Products saw a 31% higher return on ad spend compared to those using only Sponsored Products.
Getting Started with Sponsored Brands
Prior to setting up a campaign, define your business goal for advertising to guide your campaign setup and performance evaluation. Sponsored Brands offer two primary goals:
- Grow Brand Impression Share: Opt for this goal if you aim to increase brand awareness and visibility. This goal directs customers to your Brand Store, positioning your brand prominently in search results for maximum exposure.
- Drive Page Visits: Choose this goal to encourage consideration among shoppers by directing traffic to your Brand Store or product detail pages. Measure success based on clicks and optimize your budget for highly clickable ad placements.
By leveraging these insights and Amazon Ads tools, SMBs can effectively build their brand, connect with customers, and achieve long-term success.
Learn More
Explore how Amazon Ads can help your small business expand its brand and reach new customers.
Footnotes:
1 GWI Q4 2022 WW Amazon shoppers surveyed (respondents: 90,303)
2 2022 Higher Impact study, Amazon Ads and Environics
3 GWI Survey Data, UK, Q1–Q4 2022
4 Europa TGI Net Survey, Kantar, Great Britain, Q1 2023
5 Amazon internal data, WW, January 1 – September 20, 2022
