There are several definitions of brand recognition but they all have one thing in common – a focus on how easy it is for your clients or target audience to recognize your brand. We cannot deny the fact that achieving this is a strenuous and complicated activity. Many companies fail several times over on this task.
You don’t have to be in their shoes. We wrote this post to help you experience success with your branding campaigns. In this post, we will discuss a few factors that will help you improve your brand recognition.
Factors that influence brand recognition
When building your brand, there are several factors that you must take into consideration. The good thing about branding is that several other companies have left a template. All you need to do is fine-tune their template to suit your brand and objectives. Here are some important factors to help you out.
Knowledge of the target audience
This is one of the most important factors on our list. Your brand is nothing without the target audience. This means that you must first identify who your audience is, locate them, and understand them.
Here’s a secret that you must hold onto. Every big brand that exists today first took time to study its target audience. This means that they find out how their potential customers think and what they need. The knowledge that they gather also leads them to find out where their target audience spends the most of their time.
When you know your target audience, you don’t spend excessively on marketing your products or services. This is because you streamline all your efforts towards meeting the needs of your target audience. It also saves you time and energy. Note that gathering knowledge about your target audience is a continuous activity, no matter how big your business is.
How does passion influence brand recognition? The easiest way to attract your target audience to your brand is to exude passion. You must create a passionate culture and then influence them with that culture.
Passion is a huge investment that will always bring in large returns. Invest passion and you will get loads of it in return. One of the biggest examples of this is Disneyland. Walt Disney created a place where kids and adults could live magical moments.
The company infused this passion into the brand. Today, when anyone wants to enjoy a fun park, the first place that comes to mind is “Disneyland.” This brand has so much passion that merely spelling the name in your head gives you a magical feel. Do you now see how important it is to build a passionate culture for your brand?
It is simple, if you are inconsistent, your results will be as well. Many brands expect to enjoy great results in the market yet they haven’t invested in being consistent. Customers will hardly stick around if you don’t do the same.
Consistency begins from how you handle your business to your different products and their packaging. A customer wants to walk into a store and find your product without stress. This will be impossible if you are not consistent with your business logo or packaging.
Another important example is the quality of your product or services. Let’s imagine you are in the food business. Every time someone patronizes your brand, they have a particular taste that they expect. Once you fall short of this, they are likely not to return.
Why do you think McDonald’s or Coca-Cola are as big as they are today? It is all wrapped up in one word, “Consistency.” Regardless of how many branches or franchises you have, compliance with your standards is key.
Your value proposition is a very important factor that affects your brand recognition. Do you know what all strong brands have in common? If you said strong value propositions then you are right.
In case you are wondering what “value proposition” means, let’s help you out. It is a statement that tells your target audience what value you promise to deliver if they patronize your brand. This statement is usually adopted in the marketing strategy and it expresses your brand’s clear intentions.
It is not good enough for you to have a strong proposition, it should be unique as well. Imagine using the same value proposition as Amazon or Walmart. People will think you are a branch of any of these companies so you wouldn’t still achieve your aim.
When choosing your value proposition, think of the biggest benefit of patronizing your brand. Now, put that benefit in a single sentence. It should be simple, catchy, powerful, and short.
How do you hope to achieve recognition without exposure? It is impossible. You can’t do all that you need to and then not advertise your brand. It will end up waste as no one will get to know the quality that you are bringing to the table.
To achieve brand recognition, you need to have top-notch marketing strategies. Your marketing strategies should focus on your strengths and objectives. Ensure that you use the channels that will bring you in direct contact with your target audience. Some of the popular marketing channels you can employ include:
- Content marketing
- CPA Advertising
- Forum marketing
- Search engine optimization (SEO)
- Social media marketing
- Traditional advertising
- TV and radio
- Video Marketing
An easy way to find the perfect marketing channel for your brand is to check what channels the competition uses. You can then tweak these to get the best results.
Why you should invest in improving brand recognition
If you were ever in doubt about brand recognition, here are a few reasons why you need to build one.
Better customer trust
When it is easy for your customers to recognize your brand, it is easier for them to trust you. Let’s go back to the McDonald’s example. You are in a new location and you saw a McDonald’s branch and an unknown restaurant. Which would you prefer to patronize?
Of course, McDonald’s is the more reliable option because of its recognition. You will only attract trust if your customers can recognize your brand easily.
Improves user experience
Do you know that people still prefer to purchase a more recognized product even when it is underperforming? Take, for example, people seem to pick Pepsi over Coca-Cola during blind tests. Yet, the latter outperforms the former in sales and market shares consistently.
This should tell you something. When you work on building recognition for your brand, more people are likely to patronize you.
Reduces price sensitivity
Naturally, between a new product launch with affordable prices and an old product with a slightly higher price, individuals will run towards more affordable products. However, when an expensive product is from a recognizable company, people will overlook the cost. Why do you think a new iPhone sells out in a few hours despite being so costly? One simple answer, recognition.
The influence of brand recognition on the success of your brand cannot be overemphasized. While branding is an art, you must put in extra effort to get your brand recognized. We have shown you some factors that you should infuse into your branding campaigns to achieve this.
In the final section, we explained why recognition is important to your brand. Do you have any questions? Drop them in the comments section.
Maria De La Pena is a content writer for the on demand graphic design service Delesign with a keen interest in eCommerce and internet marketing. She is a communications graduate and understands what it takes to write persuasive copy and blog posts. Outside of work, you can find her mini-blogging about her life on social media.