A brands awareness campaign helps people recognize and remember your company’s brand. Marketers don’t generally measure direct ROI with brand awareness campaigns and instead, use them to build trust. You should go beyond brand and logo recognition to communicate what your business does and what sets you apart. The most successful brand awareness campaigns also convey a company’s values. Since brand awareness is subjective, it can be tough for creative ops teams to illustrate a brand awareness campaign’s effectiveness. Company stakeholders used to seeing traditional metrics may question the value of a brand awareness campaign. To avoid having their ideas and creative assets shot down, teams need a clear review and approval process for centralizing feedback. When those reviewing campaigns can easily collaborate with members of the creative team, they’re more likely to see the big picture.