If consumers are able to identify a brand by it’s assets, this is referred to as brand recognition.
This is after brand awareness has already been established – where consumers already have a pre-conception about your business and what you offer. Awareness and recognition work together. Once you have brand awareness, then the next step is for your brand to then be recognisable. So what’s the secret to ensuring you have brand recognition?
Consistency
When creating a brand, it’s important you have guidelines on how your assets are used throughout your marketing. This is to ensure consistency. By having this, you build a reputation of reliability. Consumers begin to know and trust your brand by seeing not only consistency in design but in the tone of voice and personality across all channels.
Frequency
Although your content and tone may be consistent, it’s important that consumers see your brand frequently. Your marketing efforts should ensure your brand is kept front of mind. This means, get social. Online platforms are a great way to engage with new consumers and re-engage existing users too. Retargeting is key and matters most when converting interest into leads. By ensuring frequent posts, engagement and ads online, you can ensure you stay ahead of your competitors.
Strategy
A strategy puts together a plan regarding your consistency and frequency to ensure your brand is at the forefront of your target audience. Your brand strategy defines what you stand for. It’s a promise you make to your customers that depicts your brand’s personality. Having a strong and direct plan of attack for your business will allow you to tell an impactful story. Through campaigns and messaging, you can strengthen your brand recognition.