What is Brand Awareness?

Brand Strategy

May 23

*Disclosure: I only recommend products I would use myself and all opinions expressed here are our own. This post may contain affiliate links that at no additional cost to you, I may earn a small commission.

Understanding the Brand Awareness Journey:

If you’re struggling to convert your audience into paying customers, or wondering how to nurture your audience to trust you more, it’s all about the experience. If you’re constantly asking yourself - “why am I not getting any clients or customers” then you need to ask yourself “what kind of brand awareness are you providing?”

What is Brand Awareness?

Brand Awareness is the journey your provide your audience to teach them about your brand, why they should trust your brand, and how your brand can help them. Brand awareness is broken up into 5 different stages:

Unaware - first time seeing your content
Problem aware - after seeing your content they sense they have a problem but don't know there's a solution yet
Solution aware - now they know the result they want, but not that your product provides it
Product aware - they know what you sell, but isn’t sure it’s right for them.
Most aware - finally they know what you sell, they know you can help them and now they're waiting for a sale to purchase it

The Brand Awareness Journey:

There are definitely multiple ways to take your audience through the process of learning about your brand and business. Email sequences for instance, when done right, take your potential clients through this journey.

First you create an amazing freebie - also known as a lead magnet - that showcases what you can solve for your target audience. Then you hook your audience by posting about it on your social media accounts. Because it’s free and they think they could use this freebie, they will sign up and download the free resource.

This initiates the email sequence that takes them from unaware to now hanging out in problem aware.

Your email sequence teaches them there’s a solution to their problem, and talks to them about why your solution is what they need. You can do this through social proof, cases studies and personal experience. Now not only have they downloaded your free resource and seen that it worked for them, but they also have visuals of how working with your paid products and services can help them.

This takes them from problem aware through solution aware and now they’re hanging out in product aware. Because they now know who you are, what you do, why they should trust you and how you can help them, they’re waiting for that last reason or the last push of how you can help them - and that’s the discount, the sale, the “last chance” the only one spot left.

It’s the slight pressure that they don’t want to miss out on working with you, or getting the discount because they know about the solution you offer and how it can solve their problem easily with your help.

This is one journey of Brand Awareness. But it’s one of the most important ones to set up and use. This helps you not only teach your audience who you are and what you do, but it also creates a container of your potential clients for you to talk directly to them.

This process grows your email list, which allows you to repeat the process for other products and services to people already interested in you and who already trust you. It allows you to skip the algorithm of social media. And now that they know they can trust you because of product/service A they are more likely to purchase product/service B faster.

This cycle continues and eventually they not only become one of your repeat clients, they become and advocate for your business.

The best part about this specific brand awareness process is once it’s created, it becomes evergreen. Meaning this free resource will end up making money for you while you sleep.

This system allows you to feel like you have a sales associate working for you when really your hard work continues to pay off in automation.

If you want help with this, I’m opening up my 1:1’s and taking 10 new clients to help them build out their personalized brand awareness strategy.

Email me with any questions you might have, or go directly to https://www.hermessybun.com/grow-your-brand

and book your 1:1 today!

As always thanks so much for tuning in, make sure to subscribe and hare this episode with all of your business besties and tag me in it on your IG stories!

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