Before we begin, let’s have a Q&A session to make it easier for you readers to understand the upcoming topic.
Q.1) When you visit a chemist or a drugstore, what do you say – a plastic bandage or a Band-Aid?
Q.2) When you went to buy a cold drink, what do you say – a Coca-Cola or a Coke?
The majority of the readers would have selected Band-Aid and Coke as their answers. We always end up saying the brand names instead of the actual product terms. Let’s say we end up using Proprietary eponyms.
Proprietary eponyms are terms that have become synonymous with specific brands, representing the ultimate level of brand recognition. These brands have gained such widespread popularity that they have replaced the generic terms for similar products in our everyday language.
Achieving proprietary eponym status is the ultimate achievement in brand awareness, as it reflects the brand’s immense impact on popular culture and consumer behavior.
What Does Brand Recognition Mean?
Technically, brand recognition can be defined in two different ways –
First, we can define brand recognition as the rate or pace a particular brand has made its identity on the targeted audience of the marketplace. A brand can create its brand recognition with its logo, typography, color palette or its brand tagline. This definition is highly applicable to consumer-centric brands that do not hesitate to spend on building widespread brand visibility, e.g., Apple.
Second, Apart from the first product-centric-brand-recongnition-definition, this definition can be more appropriately relatable to professional services. Professional services firms recognize that their brand is often their most valuable asset. Building brand recognition is a key marketing priority for these firms, as it can impact their growth and profitability.
Hence, it is important to have an effective and scalable approach that leverages the firm’s expertise to achieve strong brand growth and help spread the firm’s reputation far and wide. By doing so, the firm can increase its visibility and boost brand recognition, which is critical for long-term success.
Difference Between Brand Recognition and Brand Awareness
Brand recognition refers to the level of familiarity that a consumer has with your brand based on visual clues such as logos and colors.
For instance, when you spot the pink and orange letters of Dunkin’ Donuts from a distance, even before reading the words, you immediately recognize it as Dunkin’ Donuts, or you see pink and brown BR initials, you immediately recognize it as Baskin Robbins.
This brand recognition helps to create a lasting impression on your target audience and sets you apart from your competitors.
Brand Awareness is one step ahead of brand recognition. When people recognize a brand, they remember its name and basic information. Brand awareness goes further: it includes the general feeling of the brand, details about its products and services, and other experiences.
When a business has strong brand awareness, their marketing campaigns have more meaning for their audience. They can evoke emotions and feelings in the consumer.
How to Build Brand Recognition?
1. Define Your Brand Logo
Creating a consistent cross-platform experience for users is crucial in making your brand stand out. When designing the brand logo, it is important to thoughtfully choose your logo, colors, and typography to create a unique visual language. Using this visual language in all your marketing channels will help reinforce your brand and create a strong brand identity.
2. Focus on Your Brand’s Uniqueness
It’s essential to emphasize your brand’s uniqueness to stand out in today’s competitive market. By focusing on what makes your brand different from others, you can create a strong brand identity that resonates with your target audience. This can help you to attract and retain customers, build brand loyalty, and ultimately drive business growth.
3. Multiple Channel Engagement
While working on creating brand recognition, you must learn the fact that repetitions will give you better chances of customer interaction. This means that you must keep on running your marketing campaigns and keep reminding your consumers about your brand. Choose marketing tactics and marketing channels according to your target audience, i.e., if your target audience is Gen Z and millennials, run your marketing campaigns on Instagram, Facebook or other social media platforms.
4. Stay Updated with Current Trends
By monitoring the ongoing conversations of your customers and target audience on social media platforms, you can align your brand with the latest cultural events and trends. This helps you stay relevant and up-to-date while also giving you a better understanding of your customer’s preferences and interests.
5. Encourage Word-of-mouth Marketing
Focus on delivering the best of your services to your consumers. Consumers with an excellent shopping experience are the most affordable and the best word-of-mouth marketers. Word-of-mouth referrals from satisfied customers are a valuable asset for brand building, particularly in developing markets. When customers have positive experiences with a brand, they tend to recommend it to their friends, which can contribute significantly to the brand’s growth and reputation.
Bottom Line
If you’re looking to expand your business, simply honing your skills may not be sufficient. It’s essential to translate some of your expertise into easily accessible educational materials that can augment your reputation and increase your visibility. When you focus on both these aspects, you’ll gradually establish brand recognition, which will eventually lead to a rise in your firm’s revenues and profits.
If you are a newly launched online business, then hiring a digital marketing agency and SEO experts can benefit you a lot in building your brand recognition as well as brand awareness, as these experts are always updated with search engine algorithms and market trends.
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