When entrepreneurs begin building their brand, everyone hopes it will eventually become widely recognized, accepted, and trusted by customers. Reaching a point where customers understand a brand's core identity takes time, patience, and solid planning from Day 1.
Investopedia defines brand awareness as “the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.” A good brand image, if compared to a person, would be someone charming and likable—widely accepted in society.
A Forbes survey found that over 83% of customers said: “If a brand can build trust, they’re happy to recommend it to people around them,” and more than 82% shared that “they would continue to use products and services from brands they already trust.”
Most importantly, businesses with strong brand awareness have a 31% higher chance of continued growth, thanks to returning customers. Trust and loyalty become critical drivers of a brand’s long-term success.
A brand that resonates with customers isn’t one that constantly tells them how great it is—it’s one whose essence customers can feel from within.
But how can a brand reach that point—where trust is high enough for customers to consistently choose its products and services?
Here are some key practices for building a brand customers can “feel from within”—and you can start applying them to your business today:
- Encourage Customer Reviews
Two-way communication always enhances brand perception. When your brand offers channels for feedback, it shows that “your brand genuinely wants to listen to customer needs.”
Moreover, using that feedback to improve your products and services helps your business truly meet real user needs—communicating directly to the heart of your customers, rather than relying on assumptions.
- Avoid Shortcuts
Be cautious of using superficial marketing strategies that don't build long-term brand value.
While techniques like over claiming in ads or clickbait tactics might draw short-term attention, they often result in long-term damage by eroding customer trust.
Presenting your brand honestly means that when a customer buys from you, their expectations are met. This builds trust and lays a strong foundation for brand awareness that keeps customers coming back.
- Don’t Remove Negative Feedback
In the real world, no business can please everyone. Negative comments are common and should be accepted as normal.
Embrace all types of feedback and use them as an opportunity to show care: ask why the customer was dissatisfied and how your offering fell short. Then improve accordingly.
- Treat Customers Like Friends
You may have heard the phrase, “The customer is king,” but in reality, customers don’t want to be treated like royalty. Seeing customers as friends might be more appropriate.
Friendships are built on trust and mutual respect—just like strong customer relationships. It’s not just about friendly marketing or good service. People approach friends when they need help, advice, or a decision.
Keeping your promises is especially important. Before announcing anything to the public, your brand should carefully consider whether it can truly deliver. These small commitments strongly affect how customers feel on the inside.
- Loyalty Program
To maintain your customer base and build long-term trust, ensure your brand communication motivates your audience.
One effective method is offering special programs for long-term customers. Give personalized offers to show appreciation—this builds a sense of mutual value.
A survey by Inc. found that over 50% of existing customers are more likely to purchase special programs than new ones. But creating true brand awareness and loyalty requires time and upfront investment to earn a kind of “emotional profit” that’s priceless—and essential to brand image.
Even though there’s no exact formula or perfect metric to measure brand awareness, what matters most is understanding what your customers truly want. Find that sweet spot between your brand and your audience. Communicate honestly. Take time to study and manage customer emotions effectively by brand monitoring services.
A brand that speaks with such sincerity that customers feel it from within is like discovering a precious treasure—one that brings long-term stability. As Scott Cook, co-founder of Intuit, once said:
“A brand is no longer what we tell the consumer it is—it’s what consumers tell each other it is.”