One of those industry buzzwords that sometimes leaves you wondering… what does that even mean?

We chatted in our previous blog post about building your brands identity and I am sure some of you are thinking but isn’t brand identity and recognition basically the same thing?

Well, no.

You need to have a strong brand identity to have shot at your brand being recognized.

So, brand recognition can be divided into two parts:

  1. Brand Awareness – whether or not the consumer actually knows of your brand or has ever encountered it.
  2. Brand Recall – this is when the consumer has had interaction with your brand, and whether they will actually recall the brand and experience.

Obviously, you want people to know of your brand or business (like, duh!) but what is even more important is whether your brand is memorable enough to be recalled and recognized.

If brand recognition is done correctly, your product or service should be recognized even without using its name. The goal is to get potential customers to recognize the product instantly without requiring much effort.”

5 Levels of Brand Recognition:

BRAND REJECTION

I figured we would start off with just ripping off the bandaid here. This is when someone associates your brand with something negative and purposely avoids your product. This can be based off an experience that they had with your business or a business that is similar to yours. Or it can even be a specific bias or prejudice towards businesses in that industry.

I am sure car salesmen know what I am talking about right? 😉

What can you do about it?

Don’t go on the defensive, be proactive. Make sure that your logo or branding doesn’t resemble another brand’s if they have a sour history. Set yourself apart from other businesses in the industry, or even launch a campaign to show you value feedback and would like to change public opinion.

BRAND NON-RECOGNITION

Again, ouch. This is the business equivalent of someone saying “who did you say you were?” at a party.

This is where your customers simply don’t recognize your brand or are unable to differentiate it from other similar brands or competitors.

What can you do about it?

Boldly state your product or service’s benefits. Make sure you have a clear value proposition. Make sure that your image, look and feel appeals to your target market. What set’s you apart from other businesses? Make that the focal point of your marketing.

BRAND RECOGNITION

This is a good stage to aim for if you don’t have any recognition at all.

Brand recognition will help people lean toward your product when given the choice between your product and one they have never heard of.”

At the same time, though remember that your competitors are also working on brand recognition, which means their brand could be more recognizable.

What can you do about it?

Continue to differentiate yourself and be sure to add value to your product in order to get to the next stage.

BRAND PREFERENCE

This is where customers – given a choice between two brands – will choose yours over someone else’s.

This is often a result of perceived added value in going with your business over your competitors. Or it could be something as simple as they like and find you relatable. Your business appeals to their needs.

This is a great place to be in, but there are still things you can do.

What can you do about it?

Don’t become complacent. This is not the end of the road, so don’t abruptly halt your courtship of customers here, because they have shown some form of preference in using your products or services.

Customers who prefer your products may still be tempted by a great offer or sale of a competitor of yours, so you should definitely always be thinking like a consumer and see what value you can add to their experience of your business.

BRAND LOYALTY

This is what every business, regardless of industry or nature of what is being sold, should strive towards. This is where customers will choose your brand time and time again, even if they experience the occasional poor service or if another product comes along that seems to be cheaper or better suited to their needs.

Brand loyalty is achieved by being reliable, having consistent quality and providing value or delivering on your value proposition.

And it does take time to cultivate this, but once you have, you will have customers for life.”

Go knock ’em dead – I am rooting for you! – Roxanne

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