We’ve been reviewing RFP’s put out by the state for the past several weeks. So many of these documents all reflect a basic misunderstanding of how sound brand strategy works. 90% of them, we simply toss aside. When the right questions aren’t asked, the appropriate answers won’t be appreciated…so it’s simply not worth our time and effort. However, all of these RFP’s have one thing in common- they all state that their primary goal is to “raise awareness” about whatever it is they do.

This is always a red flag to me…whenever I hear that someone’s primary goal is to “raise awareness” about their brand, I pause. Saying that your marketing strategy is designed to raise awareness is sort of like saying that your primary goal in exercising is to sweat…or that the primary goal of eating is to chew.

Awareness shouldn’t be viewed as a goal. Awareness should be viewed as an effect…as in, for every cause, there’s an effect. For instance:

• The boy kicked the ball. The ball rolled.
• The girl teased the dog. The dog growled.
• Sally studied for the test. Sally knew all of the answers.

Cause and effect. When you advertise, consumers will become aware. But the real question is: what good is that awareness? What does that awareness achieve?

• The ball may roll when kicked, but what if it rolls right out in front of a car?
• The girl teases the dog, but what happens when the dog bites her hand?
• Sally may know the material, but what good does that do if she’s sick the day of the test?

Similarly, consumers may be aware of your business, but what good does that do if they don’t give a frog’s fat ass what you’re selling? I’m aware of the mosquito buzzing in my ear. That doesn’t mean I enjoy it.

Consumers can be aware, but they may not PREFER. They can be aware, but they may not be LOYAL. They can be aware, but they may not AGREE. Awareness is fleeting. Preference, loyalty, and agreement are lasting, and represent a true connection with your consumer.

Folks, awareness is easy in the local market. It doesn’t take a brain surgeon. All it takes is a big mouth and some bucks. When you advertise, consumers will become aware.

When you’re creating goals for your brand strategy, think deeper than awareness. Don’t view awareness as the end-game. View it as an effect. Find ways in which you can encourage your Consumers to prefer, be loyal, and agree with the core values of your brand. Those are worthy goals, and you’ll get a lot more mileage out of your marketing campaign.