Importance of Name Recognition in Branding

Don’t make the logo bigger. Make the rest of the brand stronger. Strong brands can be recognized beyond logos, fonts, and colors. Cinnabon draws airport customers like bees, thanks to the smell of the product alone. Coca-Cola doesn't need logos on its bottles to recognize the product vs the competition. Netflix's sonic "ta-dum" is just as recognizable as the logo. Jeep, BMW, Alfa Romeo, and more recently, Lexus can be identified in a rearview mirror from dozens of meters away. Most metallic silver laptops just remind us of Apple. Apple doesn't even need logos on AirPods. Every white earbud now reminds us of Apple. Speaking of Apple, Steve Jobs became synonymous with black turtle necks. And many customers can recognize some brands simply by their word choice or slogans: 'Taste the Rainbow' 'Where Work Happens' 'Shave Time. Shave Money' 2-3 strong, distinctive brand assets are important for long-term brand recognition. Part of the key is using them consistently over time until they're recognizable. If you can bake those recognizable codes into the product itself, the customer will experience them. Better yet, they'll remember them. #brand #brandstrategy #marketing

Your brand name is not a superficial label; it's a fundamental element of brand strategy. A well-chosen name makes it easier for consumers to identify, remember, and connect with a brand. These factors play a critical role in its positioning and success in the market. As you decide on your brand name, consider these three questions: 1. Is it easy to spell: Keep it simple. A name that's a breeze to spell ensures customers can find you effortlessly. Avoid complex or ambiguous words – clarity is key. 2. Is it easy to say: Your brand name should roll off the tongue effortlessly. A smooth, pronounceable name sparks conversation and makes your brand more relatable. 3. Does it tell a story: A name with a backstory adds depth and humanizes the brand for your audience. It forges an emotional connection and invites them to become part of your journey.

Brand is complex. No, it is not your logo and some pretty colors. It is often misunderstood by many leaders. As marketers, it is our role and responsibility to educate our peers and the rest of the company about the true essence of a brand. Why? Because brand isn't just a tactic or a department. It is much more and can be (should be!) a key strategic asset for every company. 👉 Here are six questions to assess your brand and better understand what work you need to do to influence it and set the foundations of a strong, brave brand. Think about your target audience: ✔  𝐃𝐨 𝐭𝐡𝐞𝐲 𝐤𝐧𝐨𝐰 𝐲𝐨𝐮𝐫 𝐧𝐚𝐦𝐞? Brand awareness starts with recognition. Your name should be familiar and recognisable to your target audience. ✔  𝐃𝐨 𝐭𝐡𝐞𝐲 𝐤𝐧𝐨𝐰 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐝𝐨?  Beyond just knowing your name, it's essential that people understand the products or services you offer. (Bonus point if they know what you do better than anyone else!) ✔ 𝐃𝐨 𝐭𝐡𝐞𝐲 𝐥𝐢𝐤𝐞 𝐲𝐨𝐮 𝐚𝐧𝐝 𝐜𝐚𝐧 𝐫𝐞𝐥𝐚𝐭𝐞? Emotional connection is key. Your brand should resonate with your audience on a personal level. ✔ 𝐃𝐨 𝐭𝐡𝐞𝐲 𝐭𝐫𝐮𝐬𝐭 𝐲𝐨𝐮? This is essential. Do they believe in you and trust that you can deliver. Your brand can take away the risk of buying from you ✔ 𝐃𝐨 𝐭𝐡𝐞𝐲 𝐜𝐨𝐧𝐬𝐢𝐝𝐞𝐫 𝐲𝐨𝐮 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞𝐲 𝐚𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨 𝐛𝐮𝐲? The rest doesn't matter if you are not top-of-mind during the purchasing decision. Your brand is your way to put yourself in that top 3 list, from the start. ✔ 𝐖𝐨𝐮𝐥𝐝 𝐭𝐡𝐞𝐲 𝐫𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝 𝐲𝐨𝐮 𝐭𝐨 𝐭𝐡𝐞𝐢𝐫 𝐩𝐞𝐞𝐫𝐬? Word-of-mouth and recommendations are powerful indicators of brand loyalty and satisfaction. Answer these key questions, and you can gain a deeper understanding of where your brand currently stands and identify areas for improvement. Educating the business around these is essential. Let me know if you think I forgot an important question here! 🙂 Thanks to my friend Liam Moroney for a great chat on his new podcast, the b2b brand. Always a pleasure 🙏 #b2bmarketing #brand #b2bbrand