5 Big Ideas for Building Brand Recognition
by Debbie Arata
When graphic arts student Carolyn Davidson took on a logo design project to try and expand her fledgling portfolio, little did she know she would be literally creating history. The owner of a small, startup running shoe company approached her and said he wanted an image for his new brand that conveyed movement. Carolyn took this direction to heart and developed a “swoosh” logo that was intended to visually mimic the sound of a runner racing by.
The new logo would first appear on the Nike Waffle Trainer, the first of the lightweight running shoes that featured a sole made by pouring rubber into (you guessed it) a waffle iron. Carolyn’s efforts would net her 35 dollars and a striking portfolio graphic that would become one of the most iconic brand logos in the world. (Years later, she was also rewarded with a diamond logo and Nike stock).
While not every branding campaign registers this level of success, you can take positive steps toward creating and reinforcing your brand identity. Whether you are part of a startup or are leading a company that has been in business for years and is looking for a fresh start, it’s important to have a strong brand. Here are some big ideas that will give you a head start toward building or enhancing your company’s brand recognition.
1. Define (or redefine) your brand: Develop a clear understanding of what your brand stands for. This includes creating a new or refreshed mission statement, identifying your target audience and determining your unique selling proposition (USP). By having a clear understanding of what your brand represents, you’ll be able to create a consistent message that resonates with your prospects and customers.
2. Implement social media: Social media is a powerful tool for small businesses to reach a large audience and build brand recognition. Choose the platforms that are most relevant to your target audience and post regular updates about your business, products and services. Engage with your followers and share valuable content that aligns with your brand values.
3. Network with other businesses: Networking with other businesses in your industry can help you build brand recognition and establish relationships with potential customers in a personal way. Attend industry events, join business organizations and reach out to other business owners to create partnerships that can help you reach a wider audience.
4. Stay consistent: Consistency is key when it comes to building brand recognition. Use the same logo, color palette and messaging across all marketing materials, including your website, business cards and social media profiles. This helps customers easily recognize your brand and builds a sense of familiarity and trust.
5. Measure and analyze your results: It’s important to track and measure the success of your brand recognition efforts. Use tools like Google Analytics to track website traffic and monitor engagement on your social media profiles. Analyze your data to determine what’s working and what’s not and adjust your strategy accordingly.
By following these big ideas, you can create a memorable brand that sets you apart from your competitors and resonates with your target audience.
Remember to stay the course and believe in your business, yourself and your team every step of the way. Questions or comments? Feel free to reach out.
Debbie Arata is Creative Director, Account Manager, at Spoke Marketing. Spoke Marketing (www.spokemarketing.com) provides fully-integrated marketing and sales programs that define and activate the customer buyer journey.