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Exploring ‘discoverability’ for brand growth

Exploring ‘discoverability’ for brand growth
07/04/2022

It doesn’t matter what you’re selling, how big your market is or what your carefully honed brand identity looks like – if your business or product is hard to find, your brand will struggle to grow. We’re talking brand ‘discoverability’.

Without a doubt, discoverability is the strongest driver of brand growth. For a brand to be discoverable, it needs to be visible. Increasing visibility equals more exposure – gaining market share and growing sales.

But what does ‘discoverable’ mean in practice? What does it look like when a consumer ‘discovers’ a brand? And can a brand measure how discoverable it is?

Can your target market easily find you? If discoverability is the likelihood of your brand being found, it’s easy to assume that simply investing in more advertising guarantees greater brand visibility - and undoubtedly it will. More advertising and variability (TV, social media, radio) is more likely to grow brand awareness and create buzz.

But who are you trying to attract? Who do you want to discover you?

Being discoverable isn’t just about covering your bases It’s about being relevant and reaching your target audience through the appropriate channels.

The idea of just ‘being found’ is not enough. Discoverability is only tangible if you are visible to the right people. It is about understanding your target market and how accessible you are to them. This means understanding:

Who those consumers are

How they feel

What's important to them

Where they spend their time

What's important to them

Their Triggers

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