Brand awareness and brand affinity are not the same things. They are two completely separate levels of engagement. Customers today will not buy from or even consider, a service provider or product manufacturer they don’t feel a connection to.
Make a connection
Customers want to connect, they want to feel that there is a genuine understanding of their needs. That is VERY difficult to achieve by simply making them aware of your brand. You need to strive to get them to a point of affinity around your message, your brand, and your products.
Affinity drives business growth
So how can you do that? Well, nothing connects humans more effectively than content. Your marketing goals shouldn’t be making everyone aware of your service, product, logo, etc. Your goal should be the connection. Connection drives affinity and affinity WILL drive business growth.
