Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects or sensory patterns. In this level of
consciousness, an observer can confirm sense data without necessarily
implying understanding. A brand is the identity of a specific product,
service, or business.
A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one
person’s cattle from another by means of a hot iron stamp. A legally
protected brand name is called a trademark. The word brand has continued
to evolve to encompass identity – it affects the personality of a
product, company or service.
Brand awareness is a marketing concept that measures consumers’ knowledge of a brand’s existence. Creation of brand awareness is the
primary goal of advertising at the beginning of any product’s life cycle
in target markets.
But what if you are a non-profit that instead of trying to sell something is trying to give something?
Every successful nonprofit is also a brand. Just think of the American Red Cross, the Salvation Army, or the March of Dimes. These
great iconic nonprofits are so well branded that when you think of each
of them, the very name calls up a host of associations, memories,
positive feelings, and the satisfaction that you know them.
Branding is not just marketing and advertising. Branding is about selling everything associated with your organization.
So our branding at ADMSP has begun way before we even open. We need to have a foundation otherwise we will have major branding growing pains
when we open. When we open in November of 2011, it will be too late to
build a brand foundation.
So what are we doing at ADMSP to slowly build our brand foundation awareness? ADMSP has wholeheartedly embraced social media.
First, let agree that social media marketing does lead to a direct increase in brand awareness and also sales. All you need to do is check
out the Old Spice’s video on YouTube: “The Man Your Man Could Smell
So how can social media marketing contribute to increased awareness for ADMSP? Social media tools allow you access to millions of people. A
television ad will reach the people watching at that time and allows for
no interaction with the consumer.
One YouTube ad can reach millions of people and running. Since its upload on February 4th, 2010, “The Man Your Man Could Smell Like”, has
had 16,799,821.000 views. For Old Spice this is more evident with the
fact that sales of the brand has increased by 107 percent.
Similarly at ADMSP, we want to tell millions about us and what we are doing and what we will achieve in order to make those millions be a
part of us.
Ideas that spread win. Social media services are the newest idea-transmitters. Today the challenge is in finding their right
combination to expose the brand. The idea is to eventually create
ADMSP’s own online brand community and create brand champions that are
interested in sharing ADMSP with their sphere of influence.
So here is how we are creating exposure:
Micro Blogging Sites
Social Networking Sites
Photo Sharing Sites
Video Sharing Sites
Engagement takes many forms and there are no rules set in stone. Take a look, tweet us, befriend us, comment us, like us, say a word, join
us and visit us often to see how we progress.
See you on opening day!
Marlene Saile, Esq. President/CEO ADMSP