When Brand Recognition Counts - Brand Recognition Doesn’t Happen by Mistake
- Posted on Jan 18, 2012 in CHI Insight
Brand Recognition doesn’t happen by mistake (usually)
It seems counterintuitive to suggest that your brand may be as important as your product or your services when it comes to interacting with customers. But you have to be clear about what your brand is before you can effectively leverage it with customers.
People often confuse their brand with their logo, their tagline, their mission statement or even their website. But your brand is all that and more. Your brand is also how you engage customers and how you present yourself in sales, presentations and marketing.
It’s all these things for one simple reason: You cannot control how or when people are going to engage with your brand. It can even happen by accident when you least expect it. Which is why thinking about your brand as your overall image can be so important.
Recently, we met with a company who confided they gained some business because someone looked up a piece of their name through a search engine and wound up on their website. It turns out this random customer happened to need what they had to sell, but not because they knew where to look. That hardly qualifies as a brand recognition success.
You don’t want to leave your brand recognition to chance like that. Nor do you want there to be any possible confusion of your purpose, product or services when a potential customer reaches you in some way.
Brand Recognition Principles
You do want to control as much of the brand recognition process as possible. And you can engage customers by keeping these things in mind:
- Making the right impression is just part of the goal.
- Motivating customers to want to know more about you is the next level of brand recognition.
- Getting customers to interact with your brand and respond to your offers is the primary goal.
- Following up with brand affirmation is just as important the first 3 steps. That builds customer loyalty and repeat business.
Your other main goal is to develop such strong brand loyalty that customers actually provide referrals for your brand. These can be referrals within their organization so that you build more business with their company. Or they can be referrals through their network of business associates. Many successful businesses have been built on this type of brand promotion alone.
Think about that: Brand recognition really can be its own best marketing tool. Your CFO or COO would love to hear that. Referrals cost you nothing more than being yourself. Building your brand might be the best investment your company can make in 2012.
Despite occasional evidence to the contrary, brand recognition and effectiveness do not happen by mistake. That means you need to organize your brand from making first impressions to following up with brand affirmation. Start by organizing your brand around the principles outlined above. You will be surprised how much it reveals about your brand, your company, your operation and your people.
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