What Is Brand Recognition? (With Importance and Tips)
By Indeed Editorial Team
Published June 17, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Companies worldwide often commit enormous resources to build their brands because it can be a way to distinguish themselves from their competitors and clarify their product and service offerings. Brand recognition offers an opportunity to evaluate the impact of a branding strategy and effect changes where necessary. Learning about this can be helpful when working in marketing and advertising. In this article, we define brand recognition, explore its importance, examine how to create a recognizable brand, and share helpful tips.
What is brand recognition?
Brand recognition is a concept in advertising and marketing that refers to consumers' ability to distinguish a brand from another operating in the same industry, using its brand attributes. It measures how well a consumer can identify a specific product or service by exposure to any of the elements associated with the brand, including the logo, tagline, packaging, jingle, and other advertising campaigns. A company has successfully created an identifiable brand when consumers can recognize it through visual and auditory cues that don't include its name.
You can measure how consumers recognize brands to gauge the effectiveness or otherwise of your promotional and marketing strategies. Usually, you can determine this by performing market research or using focus or study group experiments.
The importance of building a recognizable brand
Creating a brand that consumers can easily recognize can be critical to the success of any business. It can lead to brand trust and equity, two of the most important indicators of how customers relate to a brand or business. Brand trust is often the meeting point between a consumer's expectation and belief that a company can match its promises about its products and services. People are more likely to trust brands or enterprises they recognize and may support these businesses more often.
Brand equity is a marketing term that refers to a brand's value, which is a function of how consumers perceive the brand and their experiences with it. This value is often evident in what customers say about a brand or business via feedback channels, such as review sites. Building a recognizable brand can be a useful way to improve success in the market and stand out from competitors. It can help you enhance customer experience and may allow the company to charge more for its products or services.
How to build a recognizable brand
Here are some steps to consider when helping a company with its brand-building process:
1. Start with the basics
You can build a solid foundation from the beginning when deciding on the brand's name and logo. These two elements make up a brand's identity, which is an important way consumers can connect with the company. Consider going for a name and logo that's easily memorable. Additionally, try to ensure that both elements reflect the company's unique values.
2. Develop a compelling brand story
Customers often react to a brand based on the emotion that the brand evokes in them rather than for any logical reason. A well-crafted, compelling brand story can be a way for a company to appeal to an emotional connection. An effective brand story can help reveal a brand's underlying personality and essence. People may be more likely to connect to a personal brand voice and relatable imagery rather than to a corporate image.
3. Stay current
Making efforts to stay at the forefront of consumers' minds can be critical if there are numerous competitors in a market. There are many ways you may try to keep fresh in consumers' minds. One of them is by writing a blog, where you can share helpful and relevant content with your target audience. A blog can also help you demonstrate expertise and authority in your industry. You may also consider sending out regular newsletters.
4. Be where the customers are
Being present wherever your target audience is likely to converge is another step towards building a recognizable brand. Brand presence can be more than being active in online communities or attending onsite conferences. You can also consider locations where consumers may look for a product or service and ensure you're present there, either online or offline. This step can be as simple as placing an ad in strategic locations where consumers use the company's products, or you may go as far as opening a store in those places.
5. Interact, engage, and be human
Taking advantage of every communication channel available to engage target consumers is another step in building a brand they easily recognize. Whichever medium you're using to communicate, endeavour to take an authentic and personal approach, as it may be more likely to attract interest than one that's strictly formal. You can consider integrating relevant contests, referral programs, or giveaways to drive engagement.
6. Build a community
Developing a community of users or clients can contribute immensely to your efforts toward building a solid brand. Such communities can be a platform for clients to connect and share knowledge. They can also be veritable sources of feedback from clients that you can use for product designs and improvement. Consider hosting online online and offline gatherings regularly to achieve this.
7. Stand for a bigger cause
Identifying with an important cause or value that's more significant than a brand can help build authenticity into brand messaging. Consider political, environmental, and social changes or trends that might provide opportunities for the brand to develop relevant messaging that resonates with the target audience. Ensure that you demonstrate the company's alignment with such causes and use every available opportunity to let the public know how the business is contributing to positive change.
Differences between recognition and awareness of brands
While many people often interchange these terms, brand recognition and brand awareness are different concepts. Brand awareness is a simpler term referring to consumers' knowledge of a brand's existence. At this level, the public only knows that a company and its products or services are available on the market. With the appropriate brand strategy and execution, awareness can lead to recognition, which is the consumer's ability to identify a company from cues consisting of its branding elements.
Tips for building and maintaining brand recognition
Consider using the following tips to create a recognizable brand:
Maintaining consistency in the brand image with elements like logos, fonts, colours, and taglines can be critical to the success of your efforts. Consumers may only recognize a brand after multiple exposures to the branding messages. Using a consistent brand message and visual elements makes it easier for consumers to recognize the brand.
Humanize the brand
A company may stand a better chance of being recognizable if you present the brand in a personable way. Aim for a personal connection when crafting messages for consumers. You can consider telling relatable stories that others can easily connect with or inviting customers to observe the firm's work process.
Provide superb customer service
The quality of customer service can be one of the most critical determinants of how consumers experience a brand. Consumers typically want guarantees, fast turnaround, and exceptional service. The ability to meet those expectations can increase customers' positive associations with a brand and may make them more likely to refer it to others.
Use multiple marketing media
To reach a broader audience base, consider expanding your marketing media as the brand grows. Consumers are likely to be active on different forms of media platforms. Being present on multiple media can help you reinforce messages to your customers and improve brand recall. It may also help you appeal to a new audience.
Focusing on consistently providing value to customers may help increase brand recall. While you can employ multiple ways to give value to customers, the methods you choose depend on what industry a company is operating in and its customers' needs. Try to identify what is most valuable to the target audience and find easy ways to provide this in a way that supports the business.
Explore more articles
- What is Hot Desking and What are the Benefits of It?
- What Is Working Capital and How to Calculate It (With Tips)
- A Guide to the Types and Benefits of Remanufacturing
- What Is the Difference Between SAS vs. R? (With Benefits)
- What Is FF and E? (With Examples and FAQs)
- What Is Drip Marketing and How Does It Work? (With Benefits)
- What Is Producer Surplus? (With Complete How-to Guide)
- How to Write Transactional E-Mails (Plus Examples and Tips)
- Enterprise Software: Definition, Benefits, and Examples
- 6 Formats for Weekly Sales Reports (Plus Benefits)
- Unsupervised Learning: Definition, Examples, and Benefits
- Understanding Budgetary Slack and How to Minimize It