If you’ve shopped at the grocery store and decided to commit to buying the brand-named product such as Colgate, Nestle, or Betty Crocker, then you’ve experienced brand awareness.

Brand awareness is the extent that consumers associate with and recognize a specific brand. Brand awareness embeds itself into consumers’ lifestyles. When a brand is well-advertised, a consumer makes purchasing decisions automatically without having to weigh the decision against another similar brand.

It is important for companies in the medical distribution industry to set themselves apart when marketing their business or products, so consumers choose your company over other options.

So, why is establishing brand awareness important? And how can your brand implement it?

Brand awareness fosters trust

With so many companies to choose from in today’s marketplace, healthcare industry consumers especially want to make purchases from brands that they know well and trust.

Consumers can do extensive research on a brand online and read about other consumer’s opinions of the company before ever making a purchasing decision of their own. Companies can leverage technology as an advantage and do extensive online marketing to reach more customers. When consumers are familiar with a brand and have experienced it many times in advertisements, they are more likely to trust the company and continue to make purchases.

Creating brand awareness

Strategically placed advertisements aimed toward a company’s target audiences attract a consumer’s attention and create an awareness of the brand.

Health systems can advertise through social media, event sponsorship, magazines, newspapers, and online, etc., which all creates visual imagery of a brand and fosters increased awareness among consumers.

Through online, social media, and event advertising, consumers view and interact with content, thus learning about the brand and creating customer recognition. Targeted ads on platforms such as Facebook, Instagram, and LinkedIn allow consumers to interact with posts, comment, and provide feedback, all of which spread the word about a brand.

Brand awareness builds equity

Brand equity is the value of a brand. Equity is determined by positive consumer experiences and brand perception. Effective brand awareness tactics create repetitive positive experiences with a brand for a customer.

When a customer is aware of a brand, they recognize it, make purchasing decisions, and start to prefer it over other similar brands. This preference over other brands for consumers indicates high brand awareness and will help to build a brand’s long-term equity.

Brands within the medical distribution industry can greatly benefit from increasing their brand awareness. Share Moving Media, with over 30 years of experience working within the medical supply chain industry, can help your brand create the content that is needed to foster consumer’s trust and increase brand awareness and equity.