It's All About The Brand

Brand awareness is how many of your target consumers know your brand.  

Note the words TARGET CONSUMER.

Is it important that people on city sewage know the brand name of septic tank cleaners? Or for 85 year old ladies to know the name of the most popular Death Metal Rock Band?

No.

Instead of worrying about making sure your brand is known by everyone make sure the people who are likely to use your business know it exists. 

Why is Brand Awareness important in judging your advertising?  Did you buy a car today? How about lunch at your local restaurant?  Get a six pack of beer?  How about renting a movie?  Purchase a book?   Maybe you did some of those things, maybe not.  But if you were going to do all those things where would you go and what would you get.  Chances are you have answers to those questions and you will mention BRANDS you will purchasing.  Why? Because these companies have carefully branded their products to you over a period of time. This is why they are the first places we think of when we think of certain products or services.

It is hard not to judge our businesses and advertising dollars on a day-to-day basis when we have limited resources, it is important to remember building a business through advertising takes time.  Persevere and you will find success.