Are you doing enough to boost brand awareness?

Boost brand awareness. It’s easy to say, but what exactly is ‘brand awareness’? You might think that you already know well enough what brand awareness is. It’s a measure of how aware your target audience (or even the wider public) is of your brand.

However, it’s important to unpack that a little more, if you are to fully understand what brand awareness is, and its crucial role in your organisation’s prospects.

Essentially, brand awareness is about customers knowing your name and brand, but it goes further than simply brand recognition.

You might recognise Nike’s brand, for example, by its famous swoosh mark. But when you think of Nike, do specific brand values or even details of their products come to mind? If so, that’s brand awareness.

Nike brings back old Swoosh logos

The Nike Swoosh is one of the world’s most recognisable logos. To celebrate the legacy of this iconic piece of branding, Nike recently released a trio of new footwear ranges that feature different versions of the tick-shaped design. It’s also worked with nine animators to pay homage to the Swoosh.

Brand association really matters

The process of determining brand awareness, then, could be likened to a word association game. When you hear the names of certain brands, you might be immediately put in mind that they’re about ‘cheap and cheerful’ fast food – or perhaps something much more formal and prestigious.

Every powerful brand has certain defining characteristics that customers are frequently able to recall straight away. And when a customer does associate your brand with certain values or products, they’re likelier to consider your brand as a strong representative of those values or products.

It’s a bit like the difference between buying a new TV from a close friend and from a store or person you’re unfamiliar with. Assuming the TV you’d buy would be exactly the same from both sources, you’d probably choose to buy from your friend rather than from the unfamiliar source.

How can you boost brand awareness?

Different brands naturally have different ways of building brand awareness, although certain methods are well-proven. You might look to establish partnerships with other brands that are in line with your products and values – taking the form of sponsoring events, for instance. Or you may like the idea of emblazoning your company vehicles with your logo, name and business information.

Other methods might be slightly less expected, but nonetheless demonstrated, to work well for some organisations’ brand awareness efforts. These include such examples as starting a podcast or giving away a portion of your products or services for free – the latter known as a ‘freemium’ approach.

Then, there are the specialist areas of expertise of our own online digital marketing experts here at PENNInk Productions, including branding, graphic design, website design and search engine optimisation (SEO). Yes, excelling in these areas can all help build brand awareness, too.

Of course, it’s important when devising a strategy for boosting brand awareness that you get such aspects as your logo and tone of voice right. However, ensuring your site ranks strongly in the Google rankings for relevant search terms is no less crucial.

For a more detailed discussion about how the knowhow, experience and solutions of our online digital marketing experts could help your organisation to generate greater brand awareness – and more besides – in 2021, simply get in touch with us today via phone or email.

Share this post
Posted in




What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


PENNInk Productions Ltd.

20 Sandy Lodge Way, Northwood, Middlesex, HA6 2AN
Registered Company 04851085.
Registered in England and Wales.