What is brand recognition?
Brand recognition; “I’m loving it”, “just do it”, “every little helps”. Without saying anything else, the majority of the general public will instantly name the popular brands associated with these taglines. This is an example of brand recognition when a consumer doesn’t need the whole brand to name the company. The same applies to McDonald’s Golden Arches and Ikea’s iconic blue and yellow colour palette. Acquiring this level of recognition of course takes years of marketing, however, it’s certainly attainable when you put the correct branding practice in place.
How do I build brand recognition?
To start with, consider your existing branding (check out this article first). Other important considerations include;
- Logo legibility – does your logo work blown up on a billboard and shrunk down onto a business card? How about displayed on mobile and desktop?
- Colour palette – whilst you can choose whatever colour you like to represent your brand, it’s recommended to keep it to a maximum of 3 colours (ideally just 2). You can choose complementary colours or contrasting colours, but it helps if it also works in black and white too.
- Logo versions – you can choose an icon to represent your brand. But when you’re just starting it helps to also have your brand name alongside or part of the design. As time goes on you can ditch the name and just use the icon. Also, this is helpful for social media profile pictures.
Talking ‘bout my reputation. Your brand recognition goes beyond your branding.
Whilst your logo is a great place to start, your brand recognition goes beyond what your customers see, it’s also how you serve them. Take Aldi for instance, part of the appeal of their brand lies in them being a leading discount supermarket and that’s what keeps customers loyal. Moreover, in contrast, M&S Food is associated with luxury and quality, everyone recognises their icon and memorable advertising.
Consistency is key
Once you’ve created your brand from a design perspective is important to uphold certain standards. For example ensuring the logo isn’t pixelated, stretched or incorrectly coloured whenever in use. Furthermore, the service you provide and the products you sell must consistently meet your customers’ expectations, whether that be value or luxury. The standard you set and maintain is the reassurance customers need to keep coming back, they trust and can rely on you to deliver the same high standard time and time again.
To begin your branding journey book your FREE 45minute consultation with Ensity today.
Ensity – A creative design and marketing agency based in Lancashire, providing branding, website design, marketing, and content creation.
