Brand awareness reflects how well a target audience recognises and understands a brand, including its value, purpose, and position in the market. It’s foundational for demand generation because buyers rarely engage with brands they don’t recognise.
In B2B, building awareness requires consistent presence across content, social, paid media, and industry channels.
Awareness grows through repetition, relevance, and the ability to communicate a clear narrative over time. Strong brand awareness increases trust, improves campaign performance, and builds the groundwork for heavier-funnel activity. It ensures that when buyers begin researching, the brand is already on their radar.
