There are some brands that consumers can recognize right off the bat. For example, Coca-Cola claims that its brand awareness stands at 94 percent. Why does it matter? This is because it’s the first step towards ensuring customer retention. Your Brand recognition has never been more important for businesses and entrepreneurs. In a world where competition is fierce, both on the web and the street, it is one of the few things that attracts and retains valuable customers. It makes the customers recognize, remember, or even purchase an item when they think of the product category.
Companies often spend millions on marketing their brand so that people can recognize it instantly through visual or auditory cues. Despite the tons of money flowing into advertising and marketing, companies often take years to improve your brand recognition.
The term might seem vague at first since it isn’t a metric that can be determined perfectly. However, this does not mean that it is less important. Brand recognition is a crucial factor for attracting and retaining customers and overall business success.
In this post, we discuss brand recognition in detail and take a closer look at how it can improve customer retention rates for businesses.
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What is Brand Recognition?
Brand recognition is a phrase that refers to the ability of customers to identify a brand and distinguish it from other brands in the niche. It is a concept in marketing that helps consumers to identify your products through visuals and audio cues.
Brand recognition is a huge asset for a business because it helps customers recall the brand. Companies often invest millions in marketing and advertisement and come up with ideas, in the form of audio and video cues, to set themselves apart in the marketplace. They can be logos like NIKE’s”Swoosh” or taglines like Apple’s”Think different.”
These cues embed themselves into consumers’ memory, lifestyle, and their purchasing behavior, so much so that they don’t have to think twice before becoming your customers. Hence, many companies invest their resources to come up with memorable logos and taglines that are easier to grasp and clearly communicate their business. They utilize the services of designing companies like the logo design valley to create a distinct visual identity and reinforce it until it persists in the customers’ minds.
Below, we present a few examples of famous taglines that most of us recognize without even looking at the brand’s name.
- Apple: Think Different
- Nike: Just Do It
- Coca Cola: Open Happiness
- L’Oréal: Because You’re Worth It
- Verizon: Can you hear me now?
- McDonald’s: I’m Lovin’ it
- KFC: It’s finger lickin’ good
- LG: Life’s Good
Now that you know the nitty-gritty of brand recognition, here are some of the ways in which it can help you retain your existing customers.
Brand recognition fosters trust:
In a world where more than 80 percent ofshoppers start their buying journey with extensive research and people’s recommendations, trust is everything. Once you earn a consumer’s trust, they will buy your product without any forethought and come back for repeated purchases. It is what makes consumers become loyal customers.
Brand recognition helps businesses to create trust by embedding a proverbial face of their products in the minds of the consumers. Think of an Audi on the road. Most people will immediately recognize it, just by its design or the company’s logo on it. This is what brand recognition does to a brand. It gives the brand a personality that people know they can trust.
In other words, brand recognition provides your business with a canvas that people are willing to look at. It is then your job to fill that canvas with colors that will keep people interested.
It creates association:
When people pack for a picnic, I am sure they grab a COKE to drink. And when there is a need for a quick answer to a question, most people simply GOOGLE it. Read the capitalized words again. In brand-less terms, Google should’ve been a simple search engine and Coke just another cold drink, but it is more fun to call the brand itself, even if we are not using the exact product. A simple online search and a picnic do the marketing for brands without them even knowing about it.
This is because Coca-Cola and Google have managed to foster such high brand awareness and recognition that their industries are considered to be synonymous with the product. And if you think about it, there are such defining brands in all sectors. This includes Pampers instead of diapers, Xerox instead of photocopy, and a Jacuzzi instead of a hot tub.
That is how brand awareness and recognition work. It associates particular brands with products and actions, and subconsciously makes us replace those words with branded terms. So, whenever a user comes across a situation where they need a similar product or service, they will always go, times and times again, with the branded term that they can easily recognize.
It inspires repeat sales by creating brand equity:
Brand equity is a marketing phrase that refers to the perceived worth of a brand with a recognizable name compared to a generic product. It is a variable that stems from a product’s performance and customers’ loyalty towards it.
In layman terms, it is the extra amount that people are willing to pay for a product because of its brand name. This allows some businesses to charge a premium for services that other rivals provide for a lower cost.
By building positive brand equity, products gain control over its competitors and occupy the marketplace. Moreover, positive brand equity also compels customers to pay even higher prices for a branded product because of a higher perceived value.
Besides, positive brand equity encourages customers to prefer one brand over other similar brands and make repeated purchases. This not only builds customer loyalty but also inspires brand recommendations to friends and family.
Some considerations for improving brand recognition:
Businesses, small and large alike, can do much to build brand recognition. It ensures that they remain recognizable when a consumer sees their product. Here is how you can do it:
- Develop a memorable logo and tagline to act as a visual representation of your brand.
- Connect with consumers on a personal and emotional level. Use a unique and touching story to let consumers know why you are in the business
- Never compromise on customer service. Customers will more likely recommend a brand and buy it if it provides exemplary service.
- Utilize social media to ensure that your brand name, logo, tagline, and other visual themes are in constant circulation.
Brand recognition is a powerful concept that can significantly impact your marketing efforts and consumer perception of your brand. However, it does not happen overnight.
The process of building a memorable brand goes beyond a simple advertisement or a marketing campaign. It is a result of various simultaneous efforts with a focus beyond getting paying customers.
However, once you establish a recognizable brand, you can create positive associations, invaluable brand equity, and build trust to inspire repeated sales.
Brand recognition isn’t just the first step of the brand pyramid. It is the most important one, upon whom the weight of brand resonance lies. Ensure brand recognition for the success of your business.