Brand building helps your brand become top of mind with potential customers when they begin to consider purchase decisions. After all, a strong brand with customer value is important, but to grow your business, you usually need consumers to know about it with the hope of eventually establishing brand loyalty.
Though the purchase journey is not linear, the traditional marketing funnel still provides a useful way to visualize it and to demonstrate the importance of awareness.
Awareness is at the very top of the funnel, where there are consumers who may be interested in learning more about your products. Here, a brand that can grab customers’ attention with a positive experience will help raise awareness and possibly inspire them to seek more information.
When customers begin to seek information, they enter the next phase of the funnel: consideration, the point when the customer begins comparing your brand to other options available. Their intent to purchase has increased, based on the inspiration they’ve received at the awareness level. Those who are compelled further, through additional information, then enter the conversion phase, when they’ll look to make a purchase.
Throughout the process, your potential customers are narrowing down their options. Companies that already have brand awareness with customers don’t have to explain who they are and what makes them different. Essentially, they’ve already introduced themselves, so they can focus on delivering more specific information that is relevant to a potential buyer’s purchase decision.
Of course, exposure to a large, potential audience is one of the key components when it comes to brand awareness. With Twitch as a potential advertising channel for Amazon Ads customers, you can reach over 135 million unduplicated viewers across the US, and only 9% overlap. Twitch and Streaming TV together deliver a highly unique and incremental audience to each other.1