Why it matters
People rarely buy from a business they have never heard of. Awareness comes before the first inquiry.
An example
A new med spa runs the same look across local ads, posts and its storefront. Within months, people say "oh, I've seen you" on their first call.
The short read
Awareness is built by repetition, in the right places, with a look people can recognize.
Changing your look every few months resets it. Consistency is what compounds.
Measure it simply: branded searches, direct visits, and how many new customers say they have seen you before.
Related words
Source: Kevin Lane Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing (1993)
Where this shows up in our work
Talk about this Ads Management
Google and Meta ads, run honestly.