Let’s face it, we recognize different brands just based on their names and logos.
Apple, Coca-Cola, and McDonald’s are some of the most recognizable brands in the world, and can instantly be identified by their audience because of their established brand.
These brands have become unforgettable household staples. This makes us wonder, how do retailers gain brand awareness, and then maintain it?
It is clear that recognition is crucial for the success of a brand. In fact, brand awareness can even be a deciding factor when drawing a customer to purchase a product.
“Having a unique and memorable brand helps you build brand awareness and create a long-term position in the marketplace. Brand awareness is a measure of how well your brand is known within its target markets.” Chron reports.
For starters, a brand is the meaning behind your business. It is whatever you want your customers to view your company as. It is the name, logo, or any slogan you choose to use.
Take Mcdonald’s and Apple for instance. If you do not know a single thing about either company, you may be able to identify one thing: their logos. Apple’s apple and Mcdonald’s golden arches make these two enterprises famous in their own right.
Just like these companies, it is crucial for your brand to be memorable, unique in order to stand out. This will dictate whether or not your audience will adapt to recognizing your brand on a frequent basis.
There a few things to consider while deciding these factors.
Understand Your Message
Before you decide anything, it is crucial to decide what message you want to deliver to your audience. What do you want your company to represent? How will you portray this message?
It is important to have an authentic message attached to your brand. Once you decide this, you can add a unique logo to the brand that matches your overall message.
Consistency Is Key
Having a strong brand message starts with consistency. Customers will recognize a brand more easily if they see it often enough. Logos help with this.
According to experts, 90% of the time customers interact with brands is on a subconscious basis. This means that their purchasing patterns are done without thinking, but simply by recognizing. If a customer is exposed to an image enough, a brand’s message will follow shortly after.
Then, their purchasing patterns are altered.
“Our brains usually run on autopilot, despite making us believe we know what we are doing. Thus, our subconscious explains our consumer behavior better than our conscious. 90 percent of all purchasing decisions are not made consciously, experts claim. Or put it this way: brands and products that evoke our emotions, like Apple, Coca-Cola or Nivea, always win.” Ispo News reports.
Play On Emotions
The concept of subconscious purchasing goes hand in hand with the idea that customers make buying decisions based on the emotion that is provoked from the product.
Brands that create an emotional connection with their customer’s put themselves in a position to stand out against other competitors, by influencing customer’s buying behaviors.
Famous brands have maintained brand recognition because they consistently provoke emotion from customers. Coca-Cola, for instance, creates a nostalgic feeling from customers with its unique logo and glass cans, a choice the company made while branding the product.
“Nowadays, instead of telling audiences about the brand and its value directly, emotional branding strategy has played an important role as the new concept of building a loyal relationship and creating love and respect for the brand with customers by triggering emotional touch in the mind of the consumer.” Coca-Cola reported in a blog post.
We discussed the in’s and out’s of emotional marketing on Digital Diary. If you missed it, you can view it here. Want to learn more about consumer trends? Attend Digital Marketing Transformation Assembly.
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