The most iconic brands are recognizable for a variety of reasons, from a renowned logo to a catchy marketing slogan. Although building a recognizable brand isn’t just about creating captivating marketing elements, there’s so much more to it. It doesn’t happen overnight, either, and it takes months, sometimes even years, of maintenance.
If you’re interested in boosting brand recognition, so customers easily associate and recognize your business, there are a few strategies you can use. Follow them, and before long, your brand will be one of the most talked-about.
Solve Brand Rejection
When potential customers associate your brand with negative elements they’re less likely to invest. They might avoid your products, talk poorly about your brand, or even act as the opposite of brand advocates lobbying against your business.
For newer brands and startups this can be difficult to quantify, but it still matters. Tackling brand rejection involves honing in on those negative aspects and either solving them outright or responding more positively. You can also find ways to engage with customers who openly and negatively communicate about your business. See a negative review? Reach out to the customer and see if you can solve the problem or help in some way.
Directly opposite brand rejection is brand loyalty or support. Customer service is just one aspect of securing a more loyal audience. For this arm of brand recognition, consider what it is you’re doing that retains customer interest.
Customers buy your products or use your services for a reason, but what happens after? What initiatives encourage them to stick around? What entices them to buy more products, upgrade, or talk positively about their experiences? You can follow up with customers, offering discounts on add-ons or accessories, or even just engage them. Humbly request they publish a review, or share your products and brand with others.
The key is to build a community of support, which acts as brand advocates. Customer loyalty and rewards programs are an excellent strategy to leverage, as well.
If you want customers to recognize your brand or business name, you need to get it out there first. While general marketing is an ever-reliable way to do that, unique and creative endeavors are a viable way to boost its success.
Sponsor a contest or promotion, host a local community event, utilize outdoor advertising strategies like billboards, giant inflatables, or those crazy dancing guys (Air Dancers). Strike up a partnership with another local brand, attend trade shows, offer incentives to new customers. They’re all fantastic ideas, but most importantly, they’re creative and they’ll generate both buzz and attention.
Don’t be afraid to test out different types of print advertising and marketing strategies, either. From door hangers and vehicle wraps to magazine and book ads, there are many different ways to market and advertise your brand.
Make It Memorable
Every customer should be provided a memorable experience from the first time they make contact to the very day they receive your product or services. Not only does that encourage them to solicit your business again, but it also emboldens them to share their experiences with friends, family, and peers. 89% of customers are likely to make another purchase after having a positive customer experience with a brand.
It also creates a positive sense of nostalgia, where customers remember the pleasure and enjoyment they had while interacting with your brand, products, or services.
Find Your Competitive Advantage
What is it that you do better than anyone else? Find it, hone it, and incorporate it as part of your brand’s core message.
That’s exactly what Chewy did when it rebranded and revolutionized its customer service strategy. The so-called Pet Experts restructured to prioritize ecommerce services, but also now deliver top-notch customer service. They not only found a competitive advantage, but they also knocked it out of the ballpark.
Support Your Audience
Content marketing centers around providing value through information. That’s why so many marketers provide free ebooks and guides to subscribers and potential clients. Why some of the most popular YouTube videos are tutorials or walk-throughs. And it’s why helpful content gets higher search rankings.
It’s also an excellent way to increase brand recognition and awareness. Think about how you can help your community and what information or support you can provide, outside the norm. Home Depot provides DIY workshops for kids and adults, to encourage craftiness around the home. Chewy now recognizes customer pets and will regularly ask for updates and engage with its audience. The company even sends bereavement gifts to those who have lost their furry companions.
By supporting your customers when they need it most, you’re positioning your brand as an ally to their cause.
Standing in a crowd of thousands, you wouldn’t expect a random stranger to yell your name, and even if they did there are no guarantees they’re calling you. That is unless, of course, you’re doing something to stand out from everyone else, whether that’s wearing a quirky outfit, acting differently, or doing something truly memorable.
That is precisely how you should be treating your brand and your business. If you want to get recognized by customers, you must be doing something to not just capture their attention, but also to keep it. Support and engage with your audience, make experiences memorable, provide top-notch customer service, and lean into your competitive advantage. Don’t forget to have fun with it all, either!
Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing firm prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.