The Importance of Brand Awareness


In our last blog, we talked about how your direct mail envelopes can help to create brand awareness. This is one of the biggest reasons to customize your direct mail envelopes. If you don’t, you’re missing out on a huge opportunity to get your brand out there in front of as many people as possible. While, yes, if your readers actually open the envelope and check out your mailer, they’ll see your branding, think about all of the other people who see your envelope before it gets to your reader. Whether or not you’re targeting them in your direct mail campaign, they’ll still see and become familiar with your branding on your envelopes, and that’s no small feat. The fact is that brand awareness is so important that, the more you can do to improve the recognition of your brand, the better off you’ll be. But why is brand awareness so important in the first place?

#1. It helps to establish trust.
Competition is fierce in this day and age, and with so many brands and companies out there, consumers have more power than ever before. If you want to earn their business, it’s essential that you establish a brand that your customers can trust. The fact is that today’s consumers can be cynical, and many of them are unwilling to trust an unknown brand. When your brand is still new, it can be difficult to establish that trust. But, by working to get your brand in front of as many people as possible, as often as possible, you can help to establish that trust, and with it will come more sales and profits.

#2. It reduces the costs associated with acquiring new customers.
On average, acquiring a new customer is five times the cost of retaining an existing customer. While there are steps you can take to improve customer retention, some customers will inevitably come and go, and you need to plan for those losses by acquiring new customers. But, luckily, building brand recognition can help to make the costs of acquiring new customers more affordable. When prospective customers are used to seeing your branding over and over again, you’ve already established some of that trust that we mentioned in our first point. That allows you to acquire new customers using lowercost— if not no-cost—methods.

#3. It improves customer loyalty.
As we mentioned in our last point, acquiring new customers can be pricey, and while building brand recognition can help to curb some of those costs, it’s essential that you also have a good strategy for keeping your existing customers coming back for more. Not only is it cheaper to keep an existing customer than it is to attract a new customer, but existing customers are also likely to buy more. In fact, existing customers spend, on average, over 30 percent more than new customers, and they are 50 percent more likely to purchase new products. The ability to retain customers is a critical part of achieving long-term success and sustainability for your company, and brand recognition can help you do just that. By keeping your brand in the forefront of your customers’ minds, you’re helping to build awareness. And, if you’re able to target your customers effectively by sending them offers designed specifically for them, you’ll build that loyalty even more.

#4. It helps to attract new customers.
Have you ever tried recommending a product or service to a friend without a brand to reference? To put it simply, it’s easier said than done, and in some cases, it may even be downright impossible. But, if you are able to build your brand effectively, it makes it easier for your existing clients to refer your products or services to the people around them. Why? Because building that awareness of your brand will help to keep it in the forefront of your customers’ minds. These word-of-mouth referrals are incredibly important for businesses, because they are essentially free advertisements, and they carry a whole lot more weight than traditional advertisements. People put a lot of stock in referrals from the people closest to them, making them even more effective them billboards, email marketing or any other type of advertisement.

#5. It leads to more sales.
At the end of the day, every company wants to be successful, and that means making more sales. When you’re new to the game, and your brand isn’t very recognizable, that can be an uphill battle. Fair or not, most people are much more willing to buy a new product from a brand they know than they are to buy that same product from an unfamiliar brand. This applies to almost 60 percent of shoppers. And, when you consider that fact that around 21 percent of shoppers say they purchase new products because they’re from brands they like, you can easily see how increased brand recognition leads to increased sales.

Increase your brand’s recognition with your direct mail envelopes!
Brand awareness is essential for any and every business, and one easy and effective way to build more awareness in your brand is through your direct mail marketing envelope. At Worcester Envelope Company, we are proud to offer creative and customizable direct mail envelopes that can promote your brand like never before, and in our next blog, we’ll be going over a few things you can do to increase brand recognition in your direct mail campaign. Visit us online to learn more about our custom printed envelopes, as well as our other direct mail solutions. And, make sure to contact our experts today to get your free product quote!