15 Proven Ways to Increase Brand Awareness

Increasing brand awareness is one of the most important steps in building a business that customers recognize, remember, and eventually trust. People rarely purchase from a company they have never encountered before, especially when several alternatives are available. Repeated exposure through search engines, social media, useful content, advertising, recommendations, partnerships, and customer experiences helps a brand become familiar. That familiarity can influence which businesses customers investigate when they eventually need a particular product or service.

However, building brand awareness is not simply about generating the largest possible number of impressions. A business can reach millions of people and still create little meaningful recognition if its audience is poorly targeted or its messaging changes constantly. Effective awareness connects a distinctive brand with a relevant need in the customer’s mind. People should gradually understand who the company serves, what it provides, and why it deserves attention rather than simply remembering that they once saw its logo.

Modern customers also discover brands across more touchpoints than ever before. Someone may first encounter a company through a search result, see its short-form video several days later, read a customer review, notice a creator recommendation, and eventually visit its website directly. These interactions rarely happen in a perfectly predictable order. Businesses therefore need a consistent identity and message across multiple channels so every encounter reinforces previous exposure rather than starting from zero.

The strongest brand awareness strategies combine reach, consistency, usefulness, distinctiveness, and genuine customer value. Some tactics can generate visibility quickly, while others build recognition gradually over months or years. The following 15 proven ways to increase brand awareness can help businesses strengthen brand recognition, reach new audiences, generate more branded searches, and create the familiarity required for long-term growth.

1. Build a Distinctive and Consistent Brand Identity

A strong brand identity makes your business easier to recognize before customers even read the company name. Your logo, colors, typography, imagery, packaging, layout, icons, and other visual elements should create a consistent experience across your website, advertisements, social profiles, emails, videos, and physical materials. Consistent exposure helps customers connect multiple interactions with the same company instead of treating every marketing asset as something unrelated.

Distinctiveness matters just as much as consistency. If your branding closely resembles every competitor in your category, people may remember seeing an advertisement without remembering which company created it. Consider which recognizable visual assets can become uniquely associated with your business. A distinctive color combination, photography style, illustration system, product shape, packaging approach, or repeated design element can strengthen brand recognition over time.

Your verbal identity should also feel consistent. Decide whether your brand communicates with a friendly, authoritative, energetic, sophisticated, humorous, reassuring, or educational voice. The tone can adapt slightly depending on context, but the underlying personality should remain recognizable. A customer reading a social post, product description, email, and support message should feel that each communication comes from the same organization.

Create simple brand guidelines so employees, freelancers, agencies, and partners know how the identity should appear. Include logo usage, core colors, typography, photography style, writing principles, important terminology, and examples of appropriate messaging. Consistency becomes much easier when the rules are documented instead of depending on individual interpretation. Strong distinctive assets gradually become mental shortcuts that help customers identify your brand in crowded environments.

2. Clearly Define Your Target Audience

Brand awareness becomes more valuable when it develops among people who could realistically become customers. Trying to reach everyone usually creates unnecessary marketing costs and generic messaging. Instead, identify the groups most likely to need what you offer. Consider their problems, goals, interests, purchasing behaviors, preferred communication channels, location, lifestyle, industry, and motivations rather than relying only on broad demographic categories.

Understanding the audience helps you decide where awareness efforts should happen. A local home-service company may concentrate on local search, neighborhood communities, customer reviews, and geographically targeted advertising. A B2B software business may prioritize educational content, professional networks, industry newsletters, webinars, and search visibility. A fashion brand may gain more value from visual platforms, creators, short videos, and user-generated content.

Audience understanding also makes your brand easier to remember because your messaging becomes more relevant. Instead of describing every feature your product contains, focus on the specific problem your audience wants solved or the outcome they want achieved. People are more likely to remember brands connected to meaningful needs than businesses that communicate only generic promotional messages.

Continue refining your target audience strategy using real customer information. Review sales conversations, support questions, search queries, customer reviews, website behavior, and social interactions. You may discover that the people buying your product differ from the audience originally imagined. Awareness campaigns become stronger when decisions are based on actual customer behavior rather than assumptions created inside the marketing department.

3. Develop Memorable Brand Positioning

Brand positioning defines the specific place you want your business to occupy in the customer’s mind. It should communicate who the product is for, what problem it solves, what benefit it delivers, and why customers should consider it instead of alternatives. Clear positioning gives every awareness campaign a consistent central idea rather than allowing advertisements, content, and social posts to communicate unrelated messages.

Strong positioning is usually simple enough to understand quickly. Customers rarely remember complicated mission statements filled with broad claims such as innovation, quality, excellence, and customer satisfaction. Instead, connect your brand with one or two meaningful ideas that matter within your category. A company might become known for simplicity, affordability, premium service, sustainability, speed, technical expertise, convenience, or another genuine differentiator.

Repetition is essential. Marketers sometimes become tired of their positioning long before customers have encountered it enough times to remember it. Constantly changing the main message can weaken awareness because every campaign teaches the audience something different. Creative executions can change frequently while the underlying brand positioning strategy remains stable.

Positioning must also match the actual customer experience. Claiming to be the easiest platform in your market will not strengthen the brand if customers continually struggle with complicated onboarding. Awareness becomes most valuable when marketing promises are repeatedly confirmed through real interactions. Over time, customers begin associating the brand name with the same benefit the business consistently delivers.

4. Create High-Quality SEO Content

Search engine optimization can introduce your brand to people precisely when they are researching problems, products, or topics related to your business. Someone does not need to know your company name to discover an educational article through Google or another search experience. If the content provides a genuinely useful answer, that first interaction can become the beginning of brand familiarity.

Build content around the full range of questions your target audience asks. Informational articles, comparisons, tutorials, definitions, case studies, product guides, checklists, and problem-solving resources can reach customers at different stages of their journey. Instead of concentrating exclusively on high-volume keywords, look for topics that strongly connect your brand with the expertise or problems you want to become known for.

Developing topical depth can strengthen organic brand awareness. If a customer repeatedly encounters your website while researching several related questions, the company begins to feel familiar. This repeated search visibility can eventually lead to direct visits and branded searches because people remember the company instead of rediscovering it through generic queries every time.

Quality matters more than publishing large amounts of generic AI-generated or lightly rewritten content. Add firsthand expertise, original examples, useful visuals, customer insights, data, clear explanations, and practical recommendations wherever possible. Search visibility creates the initial opportunity, but useful content gives people a reason to remember the brand after they leave the page.

5. Build a Consistent Social Media Presence

Social media allows brands to create repeated exposure through educational, entertaining, conversational, and visually engaging content. People may not be ready to purchase when they first encounter your company, but seeing useful posts repeatedly can strengthen familiarity. Over time, recognizable content can make your business one of the names customers naturally remember within its category.

Consistency does not mean posting every day on every platform. Select the channels where your audience actually spends time and develop a sustainable publishing schedule. A small team that produces three strong weekly posts on two relevant platforms can create more meaningful awareness than a company publishing low-quality material across seven networks simply to remain active.

Develop recurring content themes so audiences understand what they can expect from your brand. Educational tips, customer stories, product demonstrations, behind-the-scenes material, industry commentary, short tutorials, employee insights, and entertaining content can all contribute. Repeating several recognizable formats can also make content easier to identify before someone notices the account name.

Remember that social media brand awareness also develops through interaction. Reply to comments, answer relevant questions, join conversations, acknowledge customers, and participate in communities where appropriate. Brands that communicate naturally with people become more memorable than accounts that only publish promotional posts and disappear until the next scheduled update.

6. Use Short-Form Video to Expand Brand Reach

Short-form video can introduce brands to large audiences because content can be discovered beyond existing followers. Educational clips, demonstrations, behind-the-scenes moments, quick explanations, customer stories, product comparisons, and entertaining concepts can communicate a memorable idea within seconds. This format works particularly well when viewers understand the value even before knowing much about the business.

The first moments matter because users can move to another video instantly. Begin with a clear question, interesting observation, problem, demonstration, or visual moment rather than spending several seconds introducing the company. Deliver value first and integrate branding naturally so viewers remember both the useful information and the business responsible for providing it.

Create recognizable patterns across videos. Consistent presenters, backgrounds, editing styles, visual elements, formats, or recurring series can strengthen recognition without placing a large logo everywhere. The objective is developing an identifiable content style that feels associated with the brand. Repetition makes individual videos contribute to a broader brand visibility strategy.

Avoid measuring video success exclusively by viral views. A video reaching millions of unrelated viewers may contribute less business value than one reaching fifty thousand people who strongly match your target audience. Monitor profile visits, direct traffic, branded searches, follower quality, comments, and subsequent engagement to determine whether video reach is translating into meaningful awareness.

7. Partner With Relevant Influencers and Creators

Creators can introduce your brand to audiences that already trust their recommendations or regularly consume their content. This borrowed familiarity can accelerate awareness because your business appears within an established relationship rather than entering completely cold through conventional advertising. The strongest collaborations connect naturally with the creator’s content and audience interests.

Follower count should not be the primary selection criterion. Smaller niche creators can sometimes produce more meaningful awareness because their audiences are highly focused and engaged. Examine audience demographics, engagement quality, content topics, reputation, communication style, previous sponsorships, and whether the creator genuinely fits your product category.

Give creators enough flexibility to communicate naturally. Highly scripted promotions can feel disconnected from the content audiences normally enjoy. Product demonstrations, honest experiences, tutorials, challenges, comparisons, behind-the-scenes access, and collaborative content can make the brand integration more useful and believable. Authentic presentation generally creates stronger memory than forced promotional language.

Longer-term relationships can strengthen influencer brand awareness more effectively than one isolated sponsored post. Repeated exposure through the same trusted creator reinforces familiarity and makes the partnership feel genuine. When possible, develop collaborations that give the creator a reason to mention the product across several relevant moments instead of treating the relationship as a single advertisement.

8. Encourage User-Generated Content

User-generated content includes photos, videos, reviews, testimonials, social posts, unboxings, demonstrations, and other material created by customers rather than directly by the business. This content can expand brand awareness because customers introduce the company to their own networks while simultaneously providing social proof. Prospective buyers often find real customer experiences more relatable than polished advertisements.

Give customers a clear reason and an easy way to participate. You might encourage them to share how they use the product, show transformations, submit creative examples, participate in a challenge, or describe their experience. Branded hashtags can help organize participation, although the campaign should remain valuable even if the hashtag itself does not become widely used.

Feature high-quality customer contributions through your own channels after obtaining appropriate permission. This rewards existing customers while showing potential buyers how real people interact with the brand. It also creates a useful cycle: customers see others being featured, which may motivate additional participation and expand word-of-mouth marketing.

Do not manufacture authenticity by disguising paid promotions as spontaneous customer recommendations. Trust is difficult to build and easy to damage. User-generated content works because it reflects genuine experiences. Encourage participation, make sharing convenient, and recognize customers, but allow their voices to remain their own rather than forcing every contribution into corporate advertising language.

9. Start a Customer Referral Program

Customer referrals can introduce your business through one of the most trusted channels available: recommendations from people customers already know. When someone has a positive experience with a product and tells a friend, family member, colleague, or business contact about it, awareness spreads with an existing layer of credibility. A structured referral program can make those recommendations easier and more rewarding.

The incentive should fit the customer relationship. Discounts, account credits, loyalty points, free products, upgrades, exclusive features, or charitable contributions may work depending on the business. Consider rewarding both the referring customer and the new customer so the recommendation creates value for each person rather than feeling like a one-sided sales request.

Make sharing effortless. Provide a simple referral link, code, email invitation, or sharing option that customers can access without navigating complicated steps. Promote the program at moments when customer satisfaction is naturally high, such as after a successful purchase, positive review, completed project, or important product milestone.

Referral programs should not attempt to replace a genuinely good experience. People are reluctant to recommend businesses that might disappoint their friends regardless of the reward offered. Strong customer advocacy begins with a product or service people genuinely want to discuss. Incentives simply provide an additional reason to act on that existing satisfaction.

10. Earn Media Coverage and Digital PR

Public relations can expose your company to audiences through news outlets, industry publications, podcasts, newsletters, creators, and other trusted channels. Earned coverage can create awareness differently from advertising because someone outside the business has decided the company or its information is worth discussing. This third-party attention can contribute to credibility as well as visibility.

To earn coverage, give journalists and publishers a genuine story. Original research, industry data, emerging trends, expert commentary, unusual customer behavior, significant innovations, local impact, or strong founder stories can provide useful angles. A press release announcing that your company exists is rarely enough unless the information matters to the publication’s audience.

Digital PR can also support search visibility by generating mentions and links from authoritative websites. This creates another connection between SEO and brand awareness marketing. A strong research study, interactive resource, data report, or useful expert contribution may attract both media attention and organic backlinks, extending the value of the campaign beyond short-term publicity.

Start with relevant outlets rather than immediately pursuing only the largest publications. Industry newsletters, niche websites, local media, podcasts, and specialized communities may reach fewer people overall but a much higher concentration of your target audience. The objective is credible exposure among people who matter, not simply accumulating the largest possible publication logos.

11. Build Strategic Brand Partnerships

Partnerships allow two organizations to introduce each other to complementary audiences. The strongest opportunities involve brands that serve similar customers without competing directly. A fitness company might partner with a healthy food brand, while a website platform could collaborate with a marketing tool. The overlap creates relevance while allowing both businesses to reach people they might not access independently.

Collaborations can take many forms, including webinars, events, product bundles, research projects, educational resources, giveaways, limited editions, podcasts, newsletters, or social campaigns. The partnership should create something genuinely useful or interesting rather than simply placing two logos beside one another and expecting customers to care.

Brand alignment matters because partnerships create associations. Customers may connect your company with the reputation, values, and quality of the organization you collaborate with. Evaluate potential partners carefully and make sure their audience, standards, communication style, and business practices fit the image you want your own company to strengthen.

Effective co-branding strategies can produce repeated benefits when partnerships extend beyond a one-time campaign. Businesses that complement one another may continue exchanging insights, creating resources, referring customers, or running recurring events. Long-term collaboration can deepen awareness within both audiences while reducing the cost of constantly finding completely new distribution channels.

12. Invest in Paid Brand Awareness Campaigns

Paid advertising can accelerate awareness because businesses can intentionally place their message in front of selected audiences. Social advertisements, video advertising, display campaigns, sponsored content, connected TV, podcasts, and other formats can create broad reach much faster than relying exclusively on organic discovery. Paid media becomes especially valuable when a company is entering a new market or launching something unfamiliar.

Awareness creative should communicate quickly because audiences may give advertisements only a few seconds of attention. Use distinctive visual assets, a memorable message, and clear branding. Avoid waiting until the final second of a video to reveal the company unless the creative concept strongly justifies it. If viewers remember the advertisement but forget the advertiser, the campaign has limited brand-building value.

Manage frequency carefully. Awareness usually requires repetition, but showing identical creative to the same people too frequently can create fatigue. Rotate several executions that reinforce the same positioning and monitor how often audiences are being reached. This provides repetition without making every interaction feel identical.

Evaluate paid brand awareness campaigns using more than clicks. Reach, frequency, video completion, branded search changes, direct traffic, recall studies, subsequent engagement, and conversions among exposed audiences can provide a broader picture. Awareness campaigns often influence later actions rather than generating immediate purchases from the first impression.

13. Create Shareable Original Research and Data

Original research can establish your brand as a source other people reference instead of simply another company repeating existing information. Surveys, benchmark reports, market analyses, proprietary data, industry trends, experiments, and customer insights can provide something journalists, creators, marketers, and customers have a reason to discuss and share.

The research should answer an interesting question relevant to your audience. A generic survey containing predictable conclusions will create limited attention. Look for knowledge gaps within your industry and identify information that professionals regularly want but cannot easily find. Strong research combines useful methodology with a compelling story that can be understood without reading an entire technical report.

Transform one research project into multiple content formats. Publish a detailed report, create visual charts, write several articles, produce short videos, share statistics on social media, discuss findings through webinars, and offer expert commentary to publications. Repurposing allows one substantial piece of intellectual property to support brand reach across numerous channels.

Consistent research can eventually become a recognizable brand asset. If a company publishes a respected annual industry report, audiences may begin anticipating the next edition and referring to previous data throughout the year. This creates recurring awareness while associating the brand with expertise and authority rather than simply promotional messaging.

14. Build Communities Around Your Brand or Expertise

Communities create awareness through ongoing relationships instead of isolated marketing messages. A brand may build a community through a private group, forum, membership space, regular event, newsletter, professional network, or local gathering. The focus should be providing a place where people with shared interests can learn, exchange experiences, solve problems, or connect with one another.

A strong community should offer value even when members are not buying something. Educational discussions, expert sessions, networking opportunities, resources, challenges, peer support, and early access can give people reasons to participate regularly. If every conversation becomes a product promotion, engagement usually declines because members feel they have joined another advertising channel.

Community members can become powerful brand advocates. People who develop positive relationships through a company-supported community may naturally discuss the brand elsewhere, recommend resources, invite colleagues, or share content. This creates organic brand advocacy that is difficult to reproduce through paid impressions alone.

Building a community requires patience. Engagement often starts slowly, and successful communities need moderation, clear expectations, regular activity, and attention from the brand. Companies should avoid creating a group simply because community marketing is fashionable. The format works best when there is a genuine shared need that the business can help organize around.

15. Deliver a Customer Experience People Remember

Customer experience may be the most important brand-awareness tactic because memorable experiences create stories people repeat. Marketing can make customers aware of a company for the first time, but the actual product, service, support, delivery, packaging, onboarding, and follow-up determine what they remember afterward. Positive experiences turn awareness into trust and advocacy.

Look for points within the customer journey where frustration commonly occurs. Complicated checkout processes, unclear delivery communication, slow support, confusing onboarding, unexpected charges, and difficult returns can damage brand perception even when the marketing campaign was excellent. Removing friction can create a stronger impression than adding another promotional message.

Small positive details can also become memorable. A helpful onboarding message, exceptionally clear instructions, thoughtful packaging, quick problem resolution, or unexpectedly useful follow-up can make customers feel valued. The goal is not creating expensive surprises at every interaction but making important moments easier, more human, and more consistent.

A strong customer experience strategy creates a powerful awareness loop. Marketing introduces the brand, customers receive the promised value, satisfied customers leave reviews and recommend the company, and those recommendations introduce new people to the business. This cycle gradually reduces dependence on purely paid exposure and helps awareness grow through genuine reputation.

How to Combine These Brand Awareness Strategies

You do not need to implement all 15 tactics simultaneously. Smaller businesses often achieve better results by selecting several channels that naturally support one another. For example, a company could combine SEO content, social media, creator partnerships, customer referrals, and digital PR. Each strategy reaches audiences differently while reinforcing the same brand identity and positioning.

Think about the customer journey rather than isolated channels. A person might first discover an industry report through social media, encounter the company again through a search result, see a creator mention the product, and later search directly for the brand. Every interaction should feel connected so familiarity increases with each encounter instead of forcing customers to relearn what the business represents.

Consistency across channels does not require publishing identical content everywhere. A detailed SEO guide might become a short video, social carousel, newsletter topic, podcast discussion, and several individual insights. The format changes to match the channel while the underlying message reinforces the same area of expertise. This approach improves efficiency while strengthening brand recall.

Review performance regularly and concentrate resources where meaningful awareness appears to be growing. Some businesses discover that partnerships outperform advertising, while others generate significant recognition through search and short videos. A flexible strategy should maintain consistent positioning while allowing the mix of distribution channels to change according to results.

How to Measure Whether Brand Awareness Is Increasing

Brand awareness exists partly in people’s memories, which means no single digital metric can measure it perfectly. Combine several indicators such as branded search volume, direct website traffic, social mentions, audience growth, reach, share of voice, returning visitors, media coverage, referral traffic, and customer surveys. Multiple signals moving together provide stronger evidence than one isolated number.

Brand awareness surveys can measure recognition and recall directly. Ask respondents to name companies they remember within your category before showing any choices to measure unaided recall. Then provide a list of company names or logos and ask which they recognize. Repeating the same survey methodology periodically can show whether familiarity is increasing.

Branded search demand is another useful indicator because people specifically searching for your company already remember enough to type its name. Track searches for your brand name, product names, branded phrases, common misspellings, and combinations such as your brand plus “reviews,” “pricing,” or a product category. Rising search interest may indicate stronger brand recall.

Avoid measuring awareness entirely through short-term sales. Someone who sees your campaign today may purchase months later after several additional interactions. Evaluate trends over longer periods and compare marketing activity with changes in awareness indicators. Strong brand building frequently creates cumulative effects that become increasingly visible as familiarity develops.

How Long Does It Take to Increase Brand Awareness?

Brand awareness generally takes time because customers need repeated meaningful exposure before a company becomes familiar. A new business may begin seeing recognition improvements within several months, but becoming widely remembered within a competitive category can take years. The timeline depends on market size, advertising investment, distribution, differentiation, content quality, competition, customer experience, and how frequently relevant audiences encounter the brand.

Major campaigns can create rapid exposure. Viral content, high-profile creator partnerships, significant PR coverage, successful product launches, or large advertising investments may introduce millions of people to a company quickly. However, sudden visibility is not identical to lasting awareness. Without continued communication, audiences can forget a brand almost as quickly as they discovered it.

Consistent exposure tends to build stronger memory. A company that regularly appears through useful search content, industry discussions, social media, recommendations, email, and customer experiences creates multiple opportunities for recognition. Each encounter strengthens associations already created by previous touchpoints, gradually moving the brand from unfamiliar to recognized and eventually recalled.

Businesses should therefore treat increasing brand awareness as an ongoing marketing activity rather than a short campaign with a fixed finish date. Even well-known companies continue investing in brand communication because customer attention changes and competitors continually compete for memory. Building awareness requires consistency, and maintaining awareness requires it as well.

Common Brand Awareness Mistakes to Avoid

One of the biggest mistakes is pursuing reach without considering relevance. Millions of impressions may look impressive in a report, but awareness among people who will never need your product contributes limited business value. Define the target audience first and evaluate whether campaigns are reaching enough of the people you actually want to influence.

Inconsistent branding is another common problem. Changing colors, messages, positioning, tone, and creative direction constantly makes it difficult for audiences to connect repeated encounters. Marketers often want freshness, but freshness should happen inside a recognizable brand system. Keep core distinctive assets stable while experimenting with campaigns and content formats.

Another mistake is relying entirely on promotional content. People have little reason to repeatedly engage with a brand that constantly tells them to buy something. Educational resources, entertainment, customer stories, research, communities, and useful tools create additional reasons for audiences to encounter the company before they enter an active purchasing stage.

Finally, do not confuse awareness with positive reputation. Becoming widely known because of poor customer service or misleading marketing is not successful brand building. Strong brand awareness campaigns should work alongside product quality, customer satisfaction, credibility, and consistent delivery. The objective is being remembered positively for something customers actually value.

Final Thoughts on Increasing Brand Awareness

Increasing brand awareness requires more than repeatedly displaying a company logo. Customers need relevant reasons to encounter the brand, distinctive elements that make those encounters recognizable, and consistent messages that help them understand what the business represents. Over time, these repeated associations strengthen familiarity and increase the likelihood that the company comes to mind during future purchasing decisions.

The 15 strategies covered here work through different mechanisms. SEO and content help customers discover your expertise, social media and video create repeated visibility, creators and partnerships introduce the brand to established audiences, PR builds credibility, referrals and user-generated content encourage advocacy, and strong customer experiences give people something worth remembering and sharing.

Companies do not need to use every tactic equally. Choose the strategies that best match your target audience, budget, resources, product, and market. Maintain consistent positioning across them and measure indicators such as brand recall, branded search demand, reach, social mentions, direct traffic, and share of voice. Gradually invest more in the approaches that demonstrate meaningful progress.

Ultimately, the most effective way to increase brand awareness is to become consistently useful, distinctive, and visible to the people who matter. Attention may introduce someone to your business once, but valuable experiences and repeated relevant exposure are what make the brand memorable. When customers can recognize your company, understand what it stands for, and remember it when they need your solution, awareness has begun turning into a genuine business asset.

Frequently Asked Questions About Increasing Brand Awareness

What is the fastest way to increase brand awareness?

Paid advertising, creator collaborations, PR, and short-form video can expand visibility quickly, but long-term awareness usually requires consistent branding and repeated exposure across relevant channels.

How can a small business increase brand awareness?

Small businesses can focus on local or niche SEO, useful content, social media, customer referrals, reviews, partnerships, community participation, and memorable customer service without requiring enormous advertising budgets.

How do you measure brand awareness?

Measure awareness using brand surveys, branded search volume, social mentions, share of voice, reach, direct website traffic, returning visitors, audience growth, media coverage, and referral activity.

Does social media help increase brand awareness?

Yes. Social media can create repeated exposure, reach new audiences, encourage conversations, distribute useful content, and help customers recognize a consistent brand identity over time.

How long does brand awareness take to build?

Initial improvements may appear within months, but strong brand recognition and recall usually develop through consistent marketing and customer experiences over a longer period.