Achieving brand recognition is more than a few strategically placed ads or clever tweets sent at the right time. You have to connect with your audience in a way that allows them to easily identify you even when they are not looking. You can create a brand identity that pulls your ideal follower in and causes them to engage with you consistently with every piece of content. Here are 5 simple steps to strengthen your brand recognition.
1. Create a strong vision statement.
Envision your brand ten years from now and how it is recognized. How has it impacted your community? What would you like to accomplish? What are the truths of your brand? What is it that you don’t want to be true to your brand? How does it impact people now and in the future? Use that information to craft a sentence that embodies the vision you have for your brand. Each time you create content for your content marketing strategy use the vision statement to see if the efforts support your vision. Make sure it moves the brand in the direction you would like to be in the future.
2. Clearly define your product and service.
Too often we run into companies that are frustrated because people get them confused with the other guy, who’s in an entirely different industry. Usually when that happens it’s a branding issue. They have not effectively communicated who they are, what they do and what they provide to their customer and potential customers. As a result the brand isn’t readily recognized. Avoid this by defining your products and services early on. Make sure when you do, you use the language of your ideal customer. How would your ideal customer request your product and service? Are they aware that they need it? How do they go about finding it? What images do they associate with your product and service and how is it different or similar to the other guy?
3. Determine how you want people to think and feel when they interact with your brand.
The Starbucks logo makes me feel calm and relaxed. Seeing the Monster Energy drink can make me feel hyped up and supercharged to go. These human reactions and emotions are intentional and can be reflected in every aspect of your content marketing strategy from the web design to the logo and packaging, even in the way you answer the phones. Have you ever noticed how all Chick-fil-a employees always say “My pleasure”? Exceptional customer service that makes you feel welcome is a part of the Chick-fil-a brand. Once you understand those sentiments use design theory to determine what colors, shapes and imagery reflect those emotions.
4. If your brand were a person, who would they be?
Have you ever noticed how celebrities that promote certain brands seem to be a walking talking version of it? It’s not just because they are the spokesperson but also because they are recognized as the brand personified. Halle Berry is a natural fit for Revlon because she is beautiful, sophisticated and timeless. When Dior decided to create its first cologne in 10 years they chose Johnny Depp as the face of their campaign. The cologne Sauvage is supposed to be “raw and noble.” Read the words from the creators. I think this is what we all imagine Johnny Depp smells like.
To create Sauvage, I used man as my starting point. A strong and unmistakable masculinity. Like the image of a man who transcends time and fashion.
François Demachy, Dior Perfumer-Creator
5. Who is your ideal customer and what makes them tick?
Perhaps the best way to describe this is in terms of musicians and their fans. Examples include Lady Gaga and her Little Monsters and Beyoncé and the Beyhive. Without question, the creative directors of these brands know exactly what makes a Little Monster tweet about a #boldstage performance involving vomit or the Bey Hive Swarm Tidal for an album download that’s buzzing with speculations into the star’s private life. Just as these performers know and understand their ideal fans you need to know and understand your ideal customer. Name them, engage with them and find out exactly what gets them all riled up. This can serve as a guideline for customer engagements in the future that will further help solidify your brand identity.
Does your company have a defining characteristic that’s helped your brand stand out and be recognized? How have you achieved strong brand recognition and how has it impacted your bottom line? Let us know in the comment section.