Brand awareness is crucial to all companies. It is through brand awareness that companies build the future of their business by increasing their potential customer base. You might be thinking, “tell me something I don’t know”.  The truth is some companies believe that brands will build themselves. In order for potential customers to buy into your brand and your message it is imperative that what you put forth is memorable and relevant. Of course that comes with some risks. There is no guarantee that what you put out there will resonate with your potential audience.  That is why it is important to have an acute understanding of who your potential customer is and who you would like to convert to a brand loyalist. Once you determine who your target audience is, then the key thing is to position your brand in a way that speaks to that audience. Memorability is key. Getting people to talk about your brand is critical. How many times have you found yourself talking about a commercial or an ad that you thought was funny or tugged at your heart strings?  Think about that next time you plan your brand awareness campaign. Create something that resonates and stays with your audience. Something that will ensure they’ll be talking about your brand next time they’re hanging out at the water cooler.