What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn 14 ways to boost brand recognition awareness and memorability so you can trigger
your audience to recognize and remember your brand and put you in the driver's seat in that
critical buying decision now most people would quickly identify disney's opening theme song
or the phrase just do it but why put simply brand recognition is the ability for people to identify
or recognize your brand through sensory cues a jingle or an audio cue a tagline a smell or
an image sparks something in their mind that reminds them of you the cultural phenomenon and
wildly successful show from the 90s friends used the purple door to help viewers quickly identify
the show when they were changing channels which is what you used to do back then and
that was such a super smart move from production designer john schaffner as it became a 90s icon
and when you add the famous guitar rift of the theme song you've got some highly visceral cues
to spark positive emotional memories and in this video we're discussing what brand recognition is
how it triggers memories of brand experience and how it increases brand awareness but let's
first have a look at the four levels of brand memorability from brand awareness to salience
when it comes to growing any business brand memorability is key now there are many terms
that allude to a brand's memorability including brand recognition brand awareness brand recall
and brand salience many of those terms are used interchangeably in the industry though they each
have slight nuances in their meaning and levels of importance in the buying decision and here's
how they differ memory level one brand awareness now this refers to the share of the market that's
aware that your brand exists they know who you are and what you do brand awareness is crucial
for recognition if people don't know you exist then there won't be a trigger effective enough
to make them recognize you memory level 2 brand recognition now this refers to the moment your
brand is recognized when the audience experiences a visceral cue that triggers the senses like the
purple door a snappy tagline or a unique logo you have to be aware that the brand exists before you
can recognize it memory level 3 is brand recall now recall is the ability to recall a specific
brand when prompted not with a visceral trigger like an image or a sound but with a specific
industry or market category a brand that can be recalled through its category has a shot
of being in the mix at the buying decision you have to recognize a brand before you can recall it
now of course household names tend to be the first in line for brand recall for example if i say
cola you'll probably think of coca-cola or pepsi before any other brand and memory level 4 which
is brand salience now brand salience is the holy grail of brand memorability salience is the level
of presence of the brand in the customer's mind specifically during that buying decision
if a brand is present in the mind of the audience in the buying decision it has a very high chance
of purchase the higher the brand salience the higher the chance of getting a sale so how do
you boost that memorability how do you get that awareness and that recall and that salience well
we're going to go through 14 strategies for building that memorability and that awareness
number one know your audience casting a wide net won't get you any more recognition
than focusing on a strategically defined audience many first-time entrepreneurs believed that the
wider they cast the net the more likely they are to be recognized which is a fair assumption really
but in most cases the opposite is true and brands have a better chance of success by honing in on a
segment of the market rather than being spread too thin and trying then to appeal to everybody part
of knowing your audience is also discovering where they are do they use major social media networks
will you find them on youtube or instagram or linkedin will they be reading the local newspaper
use these insights to craft a strategy that will help you get in front of the right eyes and ears
number two define clear brand awareness goals as with any marketing campaign you want to set
clear objectives and metrics to measure the effectiveness of your brand awareness efforts
without them it'll be difficult to adjust strategies or to gauge the impact of your campaign
measuring the growth of brand awareness can actually be easily done with a few key metrics
tracking social media engagements such as likes shares comments saves and others the number of
followers increase web traffic or growing engaged email list these are all metrics that can be used
to monitor increased awareness of your brand so start by setting a benchmark and track progress
regularly monthly quarterly and or yearly is a good place to begin now look all that said high
follower accounts and engagement can become vanity metrics if there isn't a clear path for those
engaging to become customers after all business needs revenue it's not all about those followers
it's not all about those engagements it's where those followers and those engagements lead to
number three share your differences you don't want people to just know your brand you also want them
to know how you're different from your competitors your differentiators and other unique aspects of
your brand from your values to your personality are the foundation of your brand strategy that
will help you stand out from a saturated market these should influence your brand voice and guide
your communications at every single touch point number four use content marketing to provide
valuable resources brand awareness is about memorability and staying in your audience's mind
what better way to do this than providing valuable knowledge or solutions so your followers can
come back when they're facing a challenge use a content marketing strategy to turn yourself into
the go-to source of knowledge for your industry content marketing is an effective strategy for
establishing authority and building an audience of loyal followers and potential customers and
it has the added benefit of seo to help you reach even bigger audiences another important element
is sharing selflessly your content your blogs your pins social posts etc they should all aim
to educate entertain inspire or solve a problem for your audience before you ask for the sale
that's how you earn your followers trust and build brand equity and ultimately brand loyalty a solid
content strategy can grow your organic and paid traffic substantially but beware content marketing
is a long-term game that will take a while to bring results number five partner with other
brands partnerships present the unique opportunity of reaching a bigger audience as part of an
overall marketing strategy to start consider your brands that aren't direct competitors but instead
complement your offer and attract similar target audiences for example a hair salon collaborating
with a beautician brand but you don't have to work exclusively with other businesses
influencer marketing has picked up steam in recent years because people look for trusted experts to
make those recommendations that they're after so consider this avenue to reach new markets number
six show a human face platforms like linkedin make it easier for people to grow their presence
than it is for company pages the simple reason is that people like to engage with other people
as you're building brand awareness your business and your following
needs to have some kind of human face they need to have that interaction so showing that human face
showing up as yourself or having somebody within your business within your brand who shows up and
provides that sense of familiarity and shows their face makes it easy for people to connect with
steve jobs was the forefront of apple's advertising and over the years people came to know
and love and associate steve jobs with apple and they came to really appreciate his interaction
with consumers and his presentations that he used to give when he launched new products number seven
use brand storytelling now as a brand you're in the business to sell solutions to problems so you
need to dig into how your audience experiences those problems and present your offer as the
solution to the feelings that arise successful brands use a compelling narrative to attract and
captivate their audiences when introducing the first ipod the new product people didn't even
know that they needed a thousand songs in your pocket was more impressive and more memorable
than listening to ipod's technical capabilities stories no matter how small help us to find
meaning number eight invest in digital marketing now people have never been as accessible as they
are in the digital age and digital marketing aims to take advantage of that social media marketing
is a powerful tool to reach broad audiences email marketing helps you to foster engagement and
connect with users regularly on a platform that you own seo makes it easy for people to find you
and learn from you so a marketing strategy that integrates the most relevant digital channels can
help you to establish your brand as an industry leader ultimately earning you brand recognition
number nine use paid media now whether on google youtube facebook radio tv or any other paid media
channel advertising can be an effective strategy to reach your exact audience a paid strategy can
help you increase brand awareness within the platforms your audience lives in and find new
audiences in other spaces as well but keep in mind that brand awareness campaign will need a very
different strategy from a sales oriented campaign as a rule of thumb it'll cost you more to turn a
stranger into a customer than it will to increase awareness number 10 launch a referral program now
if you're working with an ideal client chances are their colleagues or network are pretty similar and
could be a good fit for your business so don't be afraid to ask for referrals or to offer small
incentives like discounts or finders fees to those who send you new business this way you'll
earn new followers and build a bigger audience of like-minded people who could potentially become
paying customers additionally providing a stellar service is a foolproof way to earn recommendations
from loyal customers once that project is finished in my case one of my first design clients went
on to recommend my services to several of their own clients even years after we stopped working
together so it is a really effective way to get new clients now if you don't want to go all out
with a referral program just make it a habit to request testimonials from your clients regularly
and then use those testimonials in your marketing to build authority number 11 encourage sharing
and brand advocacy now according to sem rush word of mouth is one of the most powerful forms
of marketing with 83 percent of marketers using it in their strategy to increase brand awareness
an easy way to tap into the power of word-of-mouth marketing is by creating high-value content that's
easy to share blog posts infographics podcast episodes youtube videos and other buy-sized
pieces of information bite-sized pieces of content these are a perfect format for your followers to
shoot through dms to a friend or to a colleague or to share on their post or pages as well now i'll
give you a few brownie points here if you actually encourage users to share your content or channels
through your calls to action in everything you share so make it easy for them to embed
to forward an email or otherwise to get some valuable exposure for free so just ask the
question make it easy for your audience and you'll see the rewards coming back to you
number 12 promote a tagline from likes just do it to mcdonald's i'm loving it a catchy tagline
is another way to grab that brand recognition a catchy tagline supports a memorable brand name and
a well-designed brand identity as well now there are countless great examples of memorable taglines
from recognizable brands which help those brands to increase their awareness and their recognition
now of course the two examples that i've just given you there from big brands these two speak
to an idea but new brands should aim to focus on their point of difference to solidify the position
that they want to own in the mind of their audience number 13 align with industry experts
now similar to partnering with other brands interviewing expert guests on your podcast or
video series is a valuable opportunity to demonstrate your expertise while reaching
new audiences and potential customers aligning with well-known industry leaders or influencers
is a great way for small businesses to enhance their profile with their target audience guest
appearances will also get you some valuable backlinks as well to boost your seo now if you
do have a big network it would be worth announcing that you're interested in speaking engagements or
other forms of exposure since you never know who might be an opportunity for you and number 14
establish a cohesive brand presence last but certainly not least a cohesive brand presence is
crucial for successful branding when it comes to raising awareness and earning recognition recall
and salience consistency is absolutely key every element of your brand has the potential to create
a memory hook from your logo to your colors your typography images illustrations and jingles the
list goes on and on so use these elements across every brand touch point to turn that awareness
into recognition now of course building brand recognition starts with awareness so having a
good looking identity is great but it's not enough the visual assets of your brand are
not your brand they're just assets so for them to be effective you need a marketing strategy to gain
presence and a brand strategy to provide meaning to your audience about the role that you can play
in their lives once that initial awareness has been achieved it becomes a game of consistency
and availability stay in front of your audience with consistent visual assets brand messages and
an overall experience that is aligned with the position that you want to own in the mind of your
audience do that and you'll be well on your way to recognition salience brand equity and ultimately
brand growth now if you want to dive deeper into brand strategy then this video will help you out
but before you click it if you want to be a master of brand make sure you hit the like and subscribe
to get new videos like this until next time brian like a master and i'll see you in the next video