Brand Recognition vs. Brand Awareness
Brand recognition and brand awareness are often used interchangeably; however, there is a noteworthy distinction between the two. Brand recognition is the more shallow concept of the two and primarily concerns a company’s public appearance. Logos, color schemes, and slogans are all elements of brand recognition. Brand recognition is how easily identifiable a company is in its simplest form. For example, when we see a large, red, bolded letter “N” appear on our screen, we immediately recognize it as the logo of Netflix. That is brand recognition.
Brand recognition is an aspect of brand awareness, but awareness goes a little deeper than just having an eye-catching logo. Brand awareness concerns building a connection between a company and its customers. To continue with our Netflix example, customers that are brand aware will not only be able to recognize its logo and tell you about its services, but they will also be able to detail to you why Netflix stands out from other companies. Brand awareness will help consumers differentiate your brand from other recognizable brands. In the case of Netflix, this is often done through their exclusive and original series. Digital payment trends show that companies with strong brand awareness have an easier time attracting and retaining customers.
Ways to Increase Brand Awareness:
Start a Referral Program
Referral programs are one of the simplest ways to build brand awareness. What’s more, this method has two potential benefits: finding new customers and ensuring loyalty with the customers you already have. Referral programs can help you find new customers more effectively than a marketing campaign because referrals rely on your customers’ connections. People are more likely to be convinced by a referral code from a friend or loved one than they are by a paid-for advertisement. The second major benefit of referral programs comes from customer loyalty. When you reward your current customers for referring a friend, they are more likely to continue doing business with your brand.
Use Branded Packaging
Branded packaging is a crucial step in cementing your brand’s reputation. An excellent example of this is Apple. When people purchase a product from Apple, they expect more than just a useful device. They expect that device to be sleek, professional, simple to use, and polished. Apple’s marketing team does an amazing job of reflecting all of these descriptors through their packaging. The boxes that Apple devices come in are simple to open but still provide a high-class feeling. In this way, branded packaging can reinforce your company’s public reputation without ever paying for an advertisement.
Increase Brand Awareness Using SEO
Search engine optimization, or SEO, builds organic search results by optimizing your website’s content and structure to cater to your target demographic. By researching what keywords are used to find products or services similar to what your company offers, you can better answer their questions and provide solutions to their problems. This will likely allow your company to reach a wider audience and garner a reputation for being helpful and well-informed. Suppose your website and its content are well optimized. In that case, you will also be prioritized by the Google search engine and be placed higher on the list of search results, allowing more potential customers to become aware of your brand.
Partner With Influencers
Social media revolutionized the marketing world by providing companies with a two-way street of communication with potential customers. Businesses can promote their products and services to the world, and they can respond to the businesses. One of the many methods of engaging with consumers through social media is through influencers. Reputable influencers are a powerful tool for building brand awareness because they are viewed as more trustworthy and relatable than a company’s word alone. By partnering with a well-trusted voice in relevant communities, your business can easily grow your brand awareness.
Improve Your Customer Service
We would love for every customer’s purchase to go smoothly, but issues will inevitably arise once in a while. Providing your customers with a memorable customer service experience will encourage them to share stories about your company, even if they returned a product. In addition, partnering with a reputable call center provider will enable your company to handle customer inquiries or returns quickly, effectively, and politely.