Companies with strong brand recognition have such strong brands, they don’t need to explain it in words – you know it when you see it.
What’s in a name? While Shakespeare famously posed this question some 300 years before branding and marketing became a thing, the man was on to something.
Sometimes, what’s in a name isn’t as important a question as, what’s in a colour? Or what’s in a logo?
Brand recognition allows consumers to instantly recognise your company, what it offers, and what it cares about – all without ever actually seeing or hearing its name.
Is that a chocolate bar with purple packaging? It must be Cadbury. How about a multi-coloured G? It’s Google of course. Hear the tune, “When you wish upon a star”? Well, you just know something Disney-related is about to happen.
Companies with strong brand recognition have such strong brands, they don’t need to explain it in words – you know it when you see it.
Strong brand recognition can seem like a lofty aspiration, probably only available to companies with mega-marketing bucks, but there are steps you can take right now to improve your branding. Here’s how.
What is brand recognition?
Brand recognition is the ability of consumers to quickly identify and remember a brand through its visual elements such as packaging, colours and logo, as well as auditory elements like jingles or catchphrases.
Nike’s distinctive swoosh or McDonald’s golden arches are examples of excellent brand recognition using visuals, as are jingles like “I’m Louie the fly” for Mortein and even theme songs like Qantas’ I Still Call Australia Home.
Brand recognition has a host of benefits including creating familiarity and trust between consumers and companies and distinguishing your brand from its competitors.
Why is brand recognition important?
Brand recognition strengthens the relationship between buyers and the brand. The more consumers know and trust your brand, the stronger your brand recognition becomes.
Brand recognition turns customers into repeat customers and increases the likelihood of customers referring to others.
Brand recognition can also justify premium pricing, because consumers are willing to pay more for trusted brands.
How can you build brand recognition?
Brand recognition is built over time, but there are things you can do right now to start building it. Try these tactics:
1. Connect on an emotional level
Building brand recognition starts with connecting with customers on a personal or emotional level, because this is what people remember.
It could be as simple as developing unique and heartfelt imagery or storytelling about why the company exists on your website or social media.
2. Offer exceptional customer service
Don’t underestimate the role customer service plays in brand recognition.
Customers remember brands they associate with respect, expert advice, timely and personable resolution of problems or issues, and the reward of loyalty.
3. Be seen
Social media is a powerful tool for maintaining brand visibility. A consistent visual theme, including logos, colours and photographic elements, should be used across all communications.
4. Be relevant
To stay front of mind in customers, brands need to place themselves in the conversation. Stay agile and flexible to adapt to industry trends, and show you care about what customers care about right now.
5. Be educational
Being known as an industry thought-leader makes a brand memorable. Develop social media posts, infographics, DIY videos – all with your branding incorporated – and customers will soon associate your brand with expertise.
6. Be unique
It’s much easier to stand out from the crowd when your product offering and marketing is different to the crowd. Differentiate your product from competitors. For example, Pringles’ unique packaging sets it apart from other potato chips.
Need to boost your brand recognition?
Building strong brand recognition is a journey made up of many different parts and is an important part of your overall marketing mix.
Assemblo is a full-service marketing agency based in Melbourne, and we’re experts in branding and growing strong brand recognition.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.