Awareness builds the solid reputation of a certain business within a demographic or geography.
As customers constantly provide positive word-of-mouth, the positive feedback keeps clustering; hence, this radiation surrounds the business, making it bigger than it is.
It makes the business dominant; it preempts other competitors in that certain area.
It also helps develop the business to be the incumbent in the industry.
It can also influence other clusters from different areas that are close to your territory.