Brand awareness shouldn’t be mistaken for brand success
Known doesn’t mean chosen. Bryden Campbell, founder at Brand Rebellion explains why brands need to win hearts, not just chase eyeballs.
Bryden Campbell
Think about five brands on the top of your head. Why do they pop up in your mind? Is it because you’ve actually bought from them, or is it because you’ve just seen them around?
Brand recall is often mistaken for success. You’ll hear brand awareness strategies tossed around like buzzwords, often because the metrics are ‘loose’ and an easy sell to clients who fear the repercussions of not pushing for sales. But here’s the kicker: awareness doesn’t guarantee you’ll be chosen.
The gap is subtle but significant. You can promote who you are endlessly, but if your brand doesn’t resonate with people on a deeper, emotional level, if it doesn’t speak to their needs and desires, your message falls flat. That’s where many brands miss the mark. They go too hard on the sales pitch without considering relevance – and relevance is everything.
