Brand Awareness Stages: From Unknown to Unforgettable

According to a 2022 study, brand awareness is “the knowledge about the brand, or the descriptive information about the brand stored in consumers’ memories… that can significantly influence the consumer decision-making process.” In simple terms, the more familiar your brand is, the more likely customers are to choose it over competitors.

But brand awareness isn’t built overnight. It’s a journey, not a destination. Even global icons like Amazon and Apple started as unknown names. Whether you’re launching a new product or brand, understanding where you fall in the brand awareness process can help you move forward with purpose. The stages of brand awareness are: Unaware, Awareness, Consideration, Preference, and Advocacy.

Knowing which stage your brand is in allows you to craft messaging that meets your audience where they are. In the early stages, customers may need basic education about your product or category. Later on, they may need incentives to convert—or reasons to stay loyal. This clarity also informs how to spend your marketing budget. A brand in the “Unaware” stage might prioritize visibility and reach, while a more established brand should focus on product differentiation or customer retention.

Once you’ve made your introduction, your audience begins to recognize your name or logo. In the awareness stage, consumers know you exist, but they still don’t know much about what you do or why it matters. Your goal here is to build familiarity and intrigue. Storytelling becomes crucial—whether through blog posts, behind-the-scenes videos, or brand-centric social media content. Strategic partnerships and sponsorships can also amplify visibility. For example, Duolingo has built widespread brand awareness through humorous, brand-forward TikToks that resonate with its target audience.

After you’ve sparked interest, consumers begin evaluating your brand against others. In the consideration stage of brand awareness, the audience is aware of what you offer and is deciding whether you’re the right fit. This is where trust and credibility become critical. Marketers should focus on delivering social proof through testimonials, case studies, and user reviews. Educational resources like demos, FAQs, and comparison guides also help. Collaborating with influencers or trusted voices in your industry can provide third-party validation that pushes your brand further along the decision path.

In the preference stage, consumers have moved beyond comparing options—they actively prefer your brand over the competition. This loyalty doesn’t come from chance. In fact, it’s the result of consistent value, emotional resonance, and brand consistency. To reinforce preference, marketers should lean into loyalty programs, personalized offers, and memorable customer experiences. Brands like Apple have mastered this. Customers who start with an iPhone often expand into the full Apple ecosystem, returning time and again because of the brand’s seamless integration and familiar user experience

At the final stage of brand awareness, customers become brand ambassadors. They don’t just prefer your brand—they promote it. Advocacy is incredibly powerful because it introduces your brand to new audiences through organic, trustworthy channels like word-of-mouth, social shares, and referrals. Tactics to encourage advocacy include creating referral programs, featuring user-generated content, and nurturing a sense of community among your customers. One classic example is Coca-Cola’s “Share a Coke” campaign,which invited customers to find bottles with their names—or their friends’ names—creating both a personal connection and a viral social-sharing moment

To determine where your brand currently falls in the awareness journey, dig into your data. Tools like Google Analytics can show you how users are finding your site. Social media insights reveal how often your brand is mentioned or engaged with. Email open rates, click-throughs, and survey feedback also offer valuable clues. Once you’ve identified your stage, align your strategy and messaging accordingly—because trying to convert someone who’s never heard of you is like proposing on a first date.