The Five Pillars That Build Brand Recognition
If you want to be a brand that people can recognize at a glance, then you have to work for it. That kind of recognition can be a highly powerful and potent tool, incentivizing sales at a mere glance.
It’s not just built up through one strategy, but the incorporation of several pillars that support ongoing visibility and connection. Here are five of those pillars.
SEO
Online visibility is growing increasingly important in today’s digital-first world. SEO, or search engine optimization, is all about making sure that your website is one of the first to appear when people search for relevant terms, like the products and services you provide.
Effective SEO involves optimizing on-page elements like titles, meta descriptions, and content while also earning high-quality backlinks and improving site speed.
Consistent publishing of valuable content, such as blogs, guides, or videos, positions your brand as an authority in your industry.
Event Marketing
Real-world presence matters as much as online presence for a lot of industries. Attending trade shows allows for valuable face-to-face interactions with the most engaged audiences in the industry, including publications and influencers who can then go on to raise your profile even more.
Attending trade shows also positions your company as a serious player in the industry, increasing visibility among peers, partners, and potential customers.
Branded Packaging
Although it might seem like a relatively simple investment, having branded packaging is one of the truest ways to build brand recognition.
Having products that are visually distinct to look at attaches your brand to certain aesthetics and creates a memorable impression.
Even branded carrier bags, easily achievable with paper bag printing, help spread your brand around. Having people walking around carrying your logo can be very good at driving interest amongst others who might later want to check out the brand.
Consistency
Across all media, your brand has to stay consistent. From your logo and color palette to the tone of your messaging, presenting a unified identity across all touchpoints builds familiarity and trust.
If your brand looks different from your website to your store to your product packaging, customers aren’t going to develop a strong impression of your visual identity.
The same goes for tone and language across your different points of communication. Guidelines for design, voice, and messaging, like a brand bible, should be established and shared across your organization to avoid mixed signals.
Customer Engagement
It’s not just products and services that people tend to remember; it’s the experience of interacting with your brand.
This includes not just in-store or in the performance of your services, but in events, supporting local causes, and even social media engagement.
By creating positive associations and showing genuine interest in the communities you serve, your brand becomes more relatable and memorable.
With all these pillars, it’s important to make sure that you’re targeting recognition in the right markets.
Working outside your target audience may help you build broad awareness, but it’s your most likely customers you should focus your attention on when you want sales.
