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How to increase brand recognition

Your product or service is fighting for consumers’ attention.
Make it recognizable among your competitors by positioning your brand the right way in the market.

In this article, you’ll get a better understanding of what brand recognition is. You’ll also learn why brand recognition is so important and how to differentiate it from brand awareness and brand recall. Once you have a clear understanding of what brand recognition is and isn’t, you’ll be equipped to launch key marketing strategies to help you boost your own footprint in the marketplace. In other words, you’ll learn how to build brand recognition.

What is brand recognition?

Having good brand recognition means being able to quickly capture consumers' attention and keep them interested so they remain familiar with your brand. Brand recognition ensures your business is connecting with its buying audience and making a good impression. This is done with audio and visual marketing cues that elevate the product from the rest. The type of packaging, even color choices, commercial taglines and jingles all play a role in brand recognition. 

When buyers are familiar with a brand, they’ll either be more trusting or skeptical. It’s most beneficial for your business if the customer trusts your brand. In this way, you’ll be able to introduce new products and services they’ll most likely buy, because they already trust the business you're currently selling. 

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Advantages of strong brand recognition

So, why is brand recognition important? Brand recognition strengthens the buyer and consumer relationship. The more you can reassure customers your product is the brand to trust, the stronger your brand recognition is likely to become. Having strong brand recognition improves user experience, increases customer trust, and reduces price sensitivity. 

Increased customer trust 

Strong brand recognition ensures consumers adopt a trusting perspective toward your brand. If buyers don’t trust your brand, they're not going to buy your product or service. Buyers need to be able to believe your product does what your business promises it will do, and if it doesn’t, they’ll be compensated in some way, whether it’s getting a replacement, store credit, or their money back. A good way to increase customer trust is to offer such guarantees up front. This gives customers assurance that their consumer needs will be met when buying your business. 

Helps reduce price sensitivity

Presenting a product or service into the marketplace that meets and even exceeds customer satisfaction is part of the marketing stages of brand recognition. Higher-quality products are typically priced at a premium. Many consumers are willing to pay a premium cost for quality products and services. For instance, smartphones can be purchased for as low as $208, but iPhones cost $799 to $1,399. On the other hand, brand recognition isn’t always associated with high-quality products. Brand recognition is about familiarity. So consumers who frequently shop at Walmart may be more privy to their generic brand, Great Value. Learn more about private label brand awareness

Improved user experience

Remaining consistent with quality and exceptional service of your business can help increase customer retention. Loyal customers will most likely refer your business to a friend. While marketing and advertising can definitely help with brand recognition, positive customer testimonials can go a long way. 

Finding out if consumers in your industry are aware of your business and how they might be interacting with your brand can be useful. Track consumers' brand perception of your company today.  You can also discover how well your brand image is working. Tracking your brand reputation will also help you optimize marketing efforts. 

Brand recognition vs. brand awareness

Brand awareness and brand recognition are two separate marketing concepts. Both approaches are critical to building brand recognition. This is why it’s important to know the differences between the two.

Brand recognition recognizes your brand exists based on marketing efforts related to imaging like logos, packaging, slogans, taglines, and jingles. It’s also important consumers are aware your business exists. If they’re not aware of your business, then they won’t be able to recognize it, no matter how pretty the package or catchy the jingle. In other words, brand awareness is about how familiar consumers are with your product in the industry. It’s consequently related to how well your business is recognized based on your business or product's audio, visual, and physical appearance. 

Brand awareness and brand recognition 

Having consumers aware of your business is a good first step, but it won’t be enough to contend with competitors. While buyers typically look for affordable quality products and services, they won’t always select them upon first purchase. This could be due to brand recognition. 

In a competitive market, visual branding can make all the difference between a customer buying your product or the competitors’. Elevate brand awareness into brand recognition by focusing on the right audience and sharing why you’re different from competing products. Also, be relatable and consistent with your messaging. 

Focus on the right audience 

Target an audience demographic who might be interested in the products and services you offer. Targeting outside this demographic will likely be a waste of time and money. Market to an audience who has bought your competitors' products, the products within your industry. Targeting an audience based on geography can also boost brand recognition.  

Share why you’re different 

Here is where you need to explain to your audience why and how your product or service is the best choice. Buyers are bombarded with a wide array of options. Oftentimes, they're just looking for that one thing that makes a product stand out from all the rest. This is why visual perception is important. 

Be consistent 

This is where the audio part of marketing can come in handy. Creating catchy taglines and jingles in commercials and promotions is an easy way to keep your business name on a consumer’s mind. Just like you memorize the words to your favorite song, consistent marketing works the same way. Think of how you instantly know the words to commercial jingles. It’s because it’s repetitive. You’re not aware how often you hear it until your memory is triggered with something that associates itself with the product. This creates a familiarity that works towards establishing trust. Pairing that with good visual packaging will influence the consumer to buy your goods.   

Be relatable 

The way you present your business to the world is important. Hardly anyone enjoys being sold to when they’re not in the mood to shop. Speak your consumers' language by identifying a problem your business can solve. Presenting a problem potential customers might have establishes a good rapport with consumers. It sends the message that you understand their problems and you’re here to help. Get started with these 5 tips to increase your brand awareness.   

Brand recognition vs. brand recall

Brand recognition is also known as aided brand recall because it’s often associated with brand recall. Just like brand awareness is different from brand recognition. Brand recall also differs from brand recognition. 

Brand recall is the instant recollection of certain goods and services based on that product’s category. While brand recognition focuses on making a product stand out among the rest, brand recall is how easily consumers remember your product or service. For instance, Doritos used its iconic red and blue color brand packaging to repurpose its ads without including the product name. They called it “anti-advertising.” They even produced blue and red bags without the label. The ad depicted a teenager holding them accompanied with the tagline, “Another Level.” 

How to increase brand recognition

To achieve brand recognition, consumers should immediately think of your product or service before even being presented with options. If you’re craving potato chips and thinking about Lays, this is the result of brand recognition. If you thought of Doritos, that’s an example of strong brand recognition because Doritos are corn chips, and not made with potatoes. Still, the two products share the same industry. 

To achieve strong brand recognition, you must be unique, commit to market-leading customer service and produce thought-leadership content. Next, you’ll need to establish a clear purpose for your brand and deliver what you promise to consumers. You’ll also need to be diverse in how you reach your customers. Utilizing online marketing, be sure to engage them across many channels. Your product and service must prove to be valuable and exceed customer expectations. 

The following steps will help you build and increase brand recognition: 

Start by building customer retention

To grow and sustain customer retention, you must always be relatable. Remember to stay agile and flexible so you can position your business to shift with any industry trends. By doing this, you’ll establish a community of trusting and loyal customers. Also, your business will have a more influential impact and possibly a greater purpose for meeting consumer needs. 

Be unique 

Being unique is about presenting a product that’s different from competitors. What makes Pringles potato chips different from all the other potato chips in the market? The answer is its packaging. While most potato chips are sold in bags, Pringles’ chips are sold in stacks packaged in a resealable tube reducing the amount of breakage.  

Commit to market-leading customer service

Study what’s working well, and not-so-well for your competitor in the area of customer service and learn from it. Uber sets their product up where customers can rate their experience the moment they reach their destination. You can also learn from your customers by asking them what they liked and didn’t like about their buying experience. Here, you can discover what could be done better to make their next purchase a more satisfying experience. Get valuable customer insights today.

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Produce thought-leadership content

Providing quality content about your brand and how it relates to your industry educates consumers about your brand and product. Publishing blogs, cases studies, and informative guides can also establish you as an expert in your industry. Consumers are more likely to trust experts when it comes to committing to a purchase. Momentive, the maker of SurveyMonkey, has a great blog for helping thought leaders shape what’s next in their own companies.  

Establish a clear brand purpose 

Building brand recognition means establishing an objective. Your brand should have a purpose beyond solving a particular problem. Your brand’s purpose needs to exceed expectations on a make-the-world-a-better-place type of initiative. In other words, how can your brand contribute to society as a whole. Starbucks launched an initiative phasing out plastic straws to draw attention to the pollution and harm of sea life. Whole Foods Market positions itself as a grocery store dedicated to selling fresh and organic products. This type of brand purpose focuses on healthy eating and good health.  

Deliver for your customers

When marketing your product, choose your words wisely. Be sure that your product says what it will do. It also helps to make the buying experience as pleasant as possible. This means ensuring logistics are running smoothly so buyers are receiving their goods in a short period of time. Amazon is a great example of this. They offer a paid subscription service, Amazon Prime that offers expedited free shipping and handling. 

Focus on engaging with customers across many channels

Use your brand to develop and sustain a buyer and seller relationship. Social media platforms are the best online tool to connect with customers. It’s a smart way to consistently place your product or services in front of loyal customers. Engaging your audience through social media platforms is also a great way to post helpful consumer and industry-related tips.

IKEA launched a campaign promoting a new store in Sweden by posting pictures of their showrooms and incentivizing the first person to tag the post to win a particular item. Offering valuable information that’s free can help gain consumer trust.  It’s also the fastest way to get targeted customer feedback

Prove value and exceed expectations

Establish your brand as the official industry expert by providing useful information consumers and business partners can use. Start a blog on your website. Podcasts are useful for targeting busy professionals who commute. Create webinars. Organize a conference. Create a YouTube channel for product demonstration. Use Facebook or Instagram to stream live product demonstrations and interviews with other experts in your industry. Shopify, an e-commerce platform created a YouTube channel that demonstrates ways entrepreneurs can increase their sales.

Stay relatable in light of current events and trends

Keeping abreast of current events is an easy way to prove your value and increase brand recognition. It affirms your brand is relevant and cognizant of market trends. The Coronavirus pandemic affected work and school life. Being sensitive to these issues, we created survey templates to accommodate the ongoing crisis. Collecting customer and employee feedback helps pinpoint core workflow problems because finding the problem is part of the solution.  

Build trust and credibility

Building trust and credibility takes time. Here is where you can implement your business’ long-term goals. Where do you want your business to be in five years? Ten years? Twenty? Make a list. Next, create a short-term business goal. What do you want your business to look like in 12 months? What’s your 30-day goal? Make a quarterly list of goals that work toward the long-term goals. Once you’ve done that, then you can start building brand awareness that can ultimately lead to brand recognition. Think about Apple, a technology company that started off building desktop computers. With the late founder, Steve Jobs as the company’s visionary, he envisioned ways to make consumers’ lifestyle easier with his products.

Stay agile and flexible

Never get too comfortable with how successful your brand recognition might be performing. Industry trends and sudden shifts in the market can change all of that. As a business, you should never be afraid of change. Be ready to reposition your marketing tactics as many times as needed. Remember, there’s always another business trying to out-sell the competition. A good way to monitor your brand recognition is by learning how to ask the right questions when conducting market research. Start learning the survey terminology you’ll need to craft strategic questions that will render the best possible results. 

Build a community

The best way to improve brand recognition is to build a community of consumers who have purchased your product or service, but you’ll need to go beyond that. Attract consumers who have purchased your competitors’ business. Also, include business partners that supplement your business like advertisers and anything logistics-related. Communities can easily get built online through social media accounts. Here, you can get a broader reach of consumers. Still, building grassroots communities offers a more personal touch. 

Sponsoring events, volunteering at nonprofits, and participating at community events with the proper branding will help increase brand recognition. The sports industry uses its athletes to volunteer in charities, get involved with community events, and endorse products that reflect its own branding image. In this way, the business is finding other ways to connect with potential customers.

Have a greater purpose

Having a greater purpose should not be confused with a clear brand purpose. Although, the two benefit one another. Your brand needs to have a greater purpose that reflect your own core values. Because of shifting marketing trends, supply and demand, competitor pricing and position, and other unforeseeable challenges, your business could perform great one year, then not-so-great the following year. This is where you’ll need to understand the greater purpose of your brand so you can identify any business opportunities. In this way, you’ll be able to reposition your entire business to meet another type of consumer demand. Dwayne “The Rock” Johnson gained recognition as a professional wrestler. He then shifted his career into film, broadening his audience outside of wrestling and becoming one of the top 5 most-followed Instagram influencers and philanthropists. 

Identify your brand’s greater purpose by asking: What is your business objective? How does it relate to consumers? Establishing a company mission statement is the best way to lay the foundation for this process.  

Improve brand recognition with SurveyMonkey Brand Tracker 

Understanding the difference between brand recognition and brand recall will help you create savvy marketing campaigns.  It will also help you think more strategically and get consumers more familiar with every aspect of your brand on an auditory and visual perspective. You’ll have a clearer objective on influencing consumers to immediately think of your brand whenever the industry category is brought to mind.

Knowing how to build brand recognition will help you know the difference between brand awareness and brand recognition. It will help you discover how relevant your business is in your industry. You’ll be able to proficiently strategize a campaign to improve your presence in the marketplace. Explore market research solutions to understand consumers’ perspective on brand names in your industry. Get a better idea of how well your brand is performing with Brand Tracker to optimize and increase your brand recognition.

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Global survey panel

Collect market research data by sending your survey to a representative sample

Research services

Get help with your market research project by working with our expert research team

Expert solutions

Test creative or product concepts using an automated approach to analysis and reporting

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