Have you ever wondered why you remember or recognize a brand, even when you may not be using their products? It’s because these brands have strong brand awareness – familiarity among consumers of the goods they sell or the services they provide.

Companies build brands by delivering a consistent message and experience across touchpoints, which in turn builds a customer’s perception of that brand. That consistency — that repetition of messaging and experience — is fundamental to making your brand memorable, which is key to building brand awareness.

The Importance of Brand Building for Small Businesses (SMBs)

Did you know that 48.8% of Amazon shoppers surveyed are more loyal to brands they like?¹ That’s why brand building is crucial for businesses of all sizes — not just large household names. It’s an opportunity to showcase your unique brand identity, stand out to customers, and drive discovery and loyalty for your brand. For businesses of any size, brand building can help introduce your company to new audiences and ensure that it stays top of mind with potential customers on their shopping journeys.

Here’s why it matters:

• Customer Connection: 67% of consumers agree they are prepared to pay more for brands, products, and services that are truly authentic.² By sharing your brand story, you can build connections with your intended audience and help inspire customers to shop with your brand.
• Timing and Presence: 60% of Amazon shoppers surveyed in the U.K. researched a product online before purchasing.³ By increasing awareness, you can present your brand at the right time and place when customers are shopping to help them discover your brand.

Building Your Brand on Amazon

According to Kantar, 12 million customers in Great Britain shopped on Amazon in the past six months.⁴ So how do you get potential customers to shop your brand among the many others?

This example outlines how Farah Finds did just that:

Farah Finds used Sponsored Brands and Sponsored Products to increase the visibility of her fashion brand in the Amazon store and connect with shoppers. Advertisers that used both Sponsored Brands and Sponsored Products together observed 31% higher return on ad spend (ROAS) on average, compared to advertisers only using Sponsored Products.⁵ Watch this video as she takes you behind the scenes of her brand building strategy, and shows how to launch a Sponsored Brands campaign:

Getting Started with Sponsored Brands is easy

Before you create a campaign, think about what business goal you want to accomplish through advertising. Knowing your objective up front will help you during campaign setup and help you better measure and analyse your campaign performance later.

Sponsored Brands have two goals to choose from:

1. Grow Brand Impression Share

If increasing brand awareness and discovery is your aim, select this goal for your campaign. It helps customers encounter your brand across the Amazon store and direct them to your Brand Store to learn more about your brand. With “grow brand impression share” your campaigns are optimised to reach shoppers at the top of search results—the most prominent placement in the store. This goal allows you to dedicate your budget to the most prominent placement, and you can measure success based on top-of-search impression share.

2. Drive Page Visits

Select drive page visits if you’re looking to increase consideration. This goal helps encourage shoppers to consider your brand and products by driving traffic to your Brand Store or product detail pages. With this goal type, you measure success by clicks, and you can optimize your budget for highly clickable ad placements.

By following these insights and leveraging the tools available through Amazon Ads, SMBs can effectively build their brand, connect with customers, and drive long-term success.

Find Out More

Discover how Amazon Ads can help your small business grow its brand and reach new customers.

FOOTNOTES
¹ GWI Q4 2022 WW Amazon shoppers surveyed (respondents: 90,303)
² 2022 Higher Impact study, Amazon Ads and Environics
³ GWI Survey Data, UK, Q1–Q4 2022
⁴ Europa TGI Net Survey, Kantar, Great Britain, Q1 2023
⁵ Amazon internal data, WW, January 1 – September 20, 2022