‘Obscurity’ is the main issue that any organization must deal with. Customers will not trust, pay attention to, or give money if they do not know what the business is about.
If the business wants to achieve success and make sure that it can maintain that success over time, it needs a little something called brand recognition.
What Is Brand Recognition?
Brand recognition is the ability of consumers to recognize an identifying characteristic of one company versus a competitor.
A company is perceived as having successful brand recognition when consumers are able to recognize the firm through visual or auditory cues alone, even without hearing the company's name.
A company's marketing department will come up with the cues that are then marketed to customers.
Cues that can lead to brand recognition may come in the form of names, marks, logos, and jingles.
Brand Recognitions vs. Brand Awareness
Brand recognition should not be confused with brand awareness. Although they may seem similar, they are not, but they are related.
Brand awareness and brand recognition are not the same thing, even though they are related. Brand recognition measures the extent to which consumers can identify a brand from the visual elements of its brand identity, like a logo.
Brand awareness is what leads to brand recognition; it measures if the public can recall information, emotions, or general impressions about your brand without any visual aids.
How Brand Recognition Works
A brand is a name, logo, word, mark, tagline, or any other identifying characteristic that separates a company's product or service from others on the market. It is among the most important assets that a company has because it represents the company and helps keep the company in consumers' minds.
Companies invest a lot of time and money to create brand recognition. In order for brand recognition to work, companies need to find a way to help consumers recall their brand.
Here are 5 ways small businesses and big corporations can ensure they remain top of mind with customers who are ready to buy their products or services.
1. Reach customers on a personal or emotional level
Customers tend to remember brands that reach them on a personal or emotional level, so a company may use a unique, touching, or heartfelt story that lets customers know why it's in business.
2. Provide exemplary customer service
Another way to build and maintain brand recognition is to provide exemplary customer service. Customers are more likely to recommend and buy products from a company they believe values their patronage.
3. Exceed customers' expectations
Businesses should also aim to exceed their customers' expectations and educate them at the same time. Being known as an expert in a certain field or being able to relate to customers and how they use the products and services they buy goes a long way in ensuring brand loyalty. One way to accomplish this is through app development, email newsletters, or blogs that ensure new and existing customers keep your company in mind first.
4. Use social media
Small businesses and large companies can use social media to make sure their names, products, and services are in constant circulation. Of course, a company's logo or visual theme should be used in all communications.
5. Hire a designer
“What people underestimate is how designers can help with the company’s ROI. Designers are experts in human experience.” - Lukasz Kos, KOS architects
A great designer can save time, improve brand image in the eyes of customers, and even create more revenue. Hiring a designer is a sound business decision, even if the business is just starting out and here are a few reasons why.
First impressions count
The first impression your business makes on potential customers should not be overlooked. And while it might not be fair, the visual representation of your brand is going to be the first thing most customers see.
If that first impression is sloppy, unprofessional, scattered, or inconsistent, your business will suffer. A designer can make sure that every aspect of your branding, from your social media ads to your logo to the images you use on your website, is consistent. That consistency builds trust and confidence among potential customers.
Consistency is the key to success
Being consistent is the key to building trust and confidence in your brand. If the visual messages you’re sending out are all over the place, customers will not understand what your brand represents.Consistency is about more than just using the same fonts and color palettes. It is also about the energy and impression your brand gives, which a skilled designer can explore in unique and unexpected ways that still feel “on brand.”
Bring new, innovative ideas to the table
Coming up with new design ideas that are on-brand can be challenging for even creative non-designers. Great designers, though, are constantly on the lookout for new ideas they can combine and adapt into designs that boost your brand.
Using design to improve efficiency
Using design across your business can help you:
increase sales of your products or services
improve market position
boost customer loyalty
reduce customer complaints
build a stronger identity for your business
create new products and services and open up new markets
reduce time to market for new products and services
improve environmental record and compliance with regulations
“Designers bring a high level of expertise into any project. You can always consult with a designer in a pre design phase while you are defining your business model!” - Lukasz Kos, KOS architects
The role of design does not stop with products and services. Design can also help you improve the way your business operates, cut costs and boost efficiencies. Effective design can encourage customers to buy from you and not from your competitors, it can help your product, service or business stand out.
Design can also add value to products and services. Customers are often willing to pay more for products that look better and offer greater usability, better functionality and sustainability.