Business outreach and brand awareness is all about creating value out of your assets. In the case of businesses and their products/services, marketing enhances the good aspects of their products/services and shows this to their target consumer. It further adds a reputation to their product/service which consumers will pay more for, just based on the brand.
Often, businesses will use forms of media to attract attention to their brand, but also create a positive experience for their target demographic. This positive experience will then be related to their brand, and the consumer will be willing to pay more for that intrinsic value of the brand, as it reminds them of the positive experience.
Business outreach and brand awareness is all about psychology, and understanding how a consumer thinks, reacts and behaves in the market is all a part of it. It is important for a business to understand these behaviours, to truly understand the consumer for their marketing to be successful.