While entrepreneurs often fixate on brand awareness, it's time to recognize that influence holds far more sway in driving conversions and sales

Need proof? Look no further than your local Starbucks, where I regularly order a venti caramel frappuccino with extra  ice, an added shot, blended three times, with caramel in the cup. Despite being synonymous with coffee culture, their success stems not solely from brand awareness but from their unparalleled ability to wield influence.

Let's rewind to Toys "R" Us: a brand with decades of widespread awareness but ultimately succumbed to bankruptcy

In contrast, Starbucks thrived because they leveraged their influence to become a cultural phenomenon. So, why is influence superior to brand awareness? Here are five compelling reasons:

1. Influence breeds loyalty, brand awareness doesn't

Building a devoted following requires more than just people recognizing your brand. Starbucks understood this by cultivating a genuine connection with their customers. From personalized experiences to community engagement, their influence created an unwavering loyalty that transcends mere awareness.

2. Influence sparks innovation and drives trends

Starbucks didn't stop at creating a ubiquitous coffee chain. They revolutionized the way we order coffee, introducing customizations and inventing the language of "venti," "grande," and "tall." Their influence shaped the industry, with other brands following suit. By embracing influence, Starbucks perpetually remains ahead of the curve.

3. Engaging influencers creates powerful ripple effects

Influence is contagious, spreading through social networks like wildfire. Starbucks understands this by actively engaging influencers who endorse their products. By harnessing the power of influential voices, they amplify their reach, sparking conversations, and attracting new customers. It's a strategy that ignites unparalleled growth.

4. Influential brands instill a sense of purpose

Starbucks recognized early on that customers seek more than just a cup of coffee — they crave a sense of purpose and social impact. By championing sustainability, fair trade practices, and community initiatives, Starbucks not only became influential but also nurtured a loyal customer base that aligns with their values.

5. Influence creates lasting memories and emotional connections

Starbucks masterfully uses their influence to create memorable experiences. From seasonal campaigns to innovative products, they immerse customers in a sensory journey. By evoking emotions and forging deep connections, Starbucks ensures their influence transcends fleeting awareness, leaving an indelible mark on the hearts and minds of their customers.

The bottom line: Influence is the true catalyst for success

It builds loyalty, fuels innovation, amplifies reach, instills purpose, and forges emotional connections. So, entrepreneurs, take a cue from Starbucks and embrace the power of influence. Only then will your brand ascend to the pinnacle of success, leaving a lasting impact on the world.

This article is a fresh perspective of one written by Adelante Media founder, Alicia Gonzalez, published on Entrepreneur.com: 5 Reasons Influence in More Important Than Brand Awareness