We’ve all heard the typical phrase “get your name out there” when it comes to enhancing your business’ brand awareness.
But what’s in a name? Nothing, really; unless you have an image, a feeling, or a message attached to it.
Your brand’s name is what customers will use to identify your company, but brand recognition is so much more than that.
It’s what people think of when they hear or see your brand’s name.
Creating brand recognition requires strategic marketing and consistent, creative messaging that resonates with your audience.
If you want to create impactful brand recognition for your business, stay tuned. In this article, we’ll go over some key principles that will make you a master at building powerful brand recognition for your business.
What Does Brand Recognition Refer to?
Brand recognition is the most important aspect of branding. It’s what allows customers to truly connect with a brand and understand what it represents.
Brand recognition goes far beyond the slogan, logo, and color scheme. It’s the intricate mental image that is associated with the brand name. This includes not only sight, but sound, smell, taste, touch, opinion, and emotion as well.
For example, when you see the golden arches of McDonald’s, you might think of happy childhood memories or the taste of a juicy Big Mac. Or when you see the Nike swoosh, you might think of feeling strong and accomplished.
These brand recognition examples show how customers can connect with a brand on an emotional level, which is what creates brand loyalty.
When your brand’s essence is everything that it stands for in the hearts of your customers, that’s when you know you’ve got brand recognition that will stand the test of time.
At Wizard of Ads™, we believe that your brand’s essence is what makes it recognizable, relatable, and ultimately, unforgettable. We’ve seen first-hand how important brand recognition is to a business’s bottom line.
Brand Recognition vs. Brand Awareness
When it comes to marketing, there is a lot of talk about brand recognition and brand awareness. But what exactly is the difference between these two concepts?
Brand recognition is when consumers can identify a brand based on its features or characteristics. This could be something like a logo, slogan, or the way the brand’s products are packaged.
And, to go even deeper than that, the way the brand makes consumers feel as well as its values and how it resonates with them.
Brand awareness, on the other hand, is when consumers are familiar with a brand but may not be able to identify it based on its features.
This is more of a top-of-mind awareness, where the brand is one of the first that comes to mind when thinking about a certain product or service.
For example, when you think of motorcycles, Harley-Davidson is likely one of the first brands that come to mind. This is because they have such strong brand awareness.
Now, if you saw a motorcycle with the same shape and design as a Harley-Davidson, you would still be able to identify it as a Harley, even if there was no logo or name on it.
You might also be able to identify a Harley based on the feeling of freedom and rebelliousness that it gives off or the sound of its engine. This is brand recognition.
So which is more important for businesses?
Ideally, you want to have both brand awareness and brand recognition as strong as possible, but brand recognition is often seen as more important because it leads to brand loyalty.
When customers have brand loyalty, they are much less likely to switch to a competitor, even if the competitor’s product is cheaper or better.
What is Most Important for Brand Recognition?
The most important aspect of brand recognition is the core value that it represents.
A brand should be more than just a name or logo — it should be a representation of what the company stands for. Customers should be able to identify the brand’s core values and feel confident that they align with their own personal values.
When customers feel confident in a brand’s overarching message, they are much more likely to become returning customers and brand evangelists. This is because they know that they can trust the brand to deliver on its promises, and they feel good about supporting a company that shares their values.
Furthermore, brand knowledge creates a sense of loyalty among customers, which can lead to long-term relationships and higher levels of customer satisfaction.
Many other factors contribute to brand recognition, but some of the most important ones include strong brand identity, consistent exposure and positive brand associations.
- A strong brand identity: This includes elements like a recognizable logo, consistent branding across all touchpoints (including online and offline) and a clear brand message.
- Consistent exposure: If people don’t see your brand regularly, they’re less likely to remember it. Having consistent brand exposure through advertising, PR and other marketing efforts are crucial to drive awareness and brand recognition.
- Positive brand associations: If people associate your brand with positive experiences and attributes, they’re more likely to remember it.
Above all else, your brand should resonate in the heart of your customers by delivering an experience that is unique, memorable and brings about positive emotions.
What does your Brand Stand for in the Heart of your Customer?
Your brand is what your customers think of when they see or hear your company name. It’s the promise you make to them about the quality of your products or services. And it’s the emotional connection they feel when they interact with your company.
When you’re clear about what your brand stands for, it’s easier to connect with customers and create a lasting relationship. After all, people buy from companies they know, like and trust.
Here are a few questions to help you get started:
- What are your core values?
- What do you want to be known for?
- How do you want customers to feel when they interact with your company?
- What makes you different from your competitors?
Answering these questions will give you a good foundation for understanding what your brand stands for. From there, you can start to build a strategy for connecting with customers and creating meaningful relationships.
To What Values is Your Brand Linked?
Your brand is linked to a set of values that guide everything you do. These values shape how you interact with customers, what kind of products or services you offer and how you want to be perceived in the marketplace.
Some common values that brands are linked to include: quality, innovation, customer service, integrity, social responsibility and community involvement.
When customers know what your brand stands for, they are more likely to connect with you on a deeper level and become loyal advocates. So it’s important to make sure your values are clear and easily communicated to everyone who comes into contact with your business.
Here are a few things to keep in mind as you work on articulating your brand’s values:
- Keep it simple. You don’t need to list out a laundry of values that your brand represents. In fact, too many values can actually be confusing and make it difficult for customers to understand what you stand for. Stick to one to three core values that you feel best represent your brand.
- Be authentic. Your values should be an accurate reflection of what your brand is all about. Don’t try to be something you’re not just to appeal to a certain customer base or market segment. This will only backfire in the long run and damage your reputation.
- Be consistent. Once you’ve settled on a few key values, make sure everyone in your organization is aligned with them and knows how to put them into practice. Consistency is key when it comes to values-based branding.
- Be flexible. While it’s important to be consistent, you also need to be flexible enough to adapt your values as your brand evolves over time. As your business grows and changes, so too should your values.
- Be patient. Building a strong values-based brand takes time and commitment. It won’t happen overnight, so be patient and stay the course.
A Brand That’s Built for Greatness
Brand recognition is the lifeblood of what makes a brand powerful in its influence.
Name recognition is important, but without the image and feeling that comes with it, your brand will struggle to stand out.
That’s where we come in — at Wizard of Ads™, we help businesses build disruptive brands that become not only a household name, but a household philosophy.
So if you want to increase brand awareness and create or update your brand image, story and presence, book a call with us today. We can’t wait to get started!
- Lead Generation and Demand Generation: What’s the Difference? - June 5, 2023
- How To Achieve Higher Average Sales In Every Sales Department - May 29, 2023
- Proper Employee Onboarding: The Best Retention Strategy - May 23, 2023