By Sarah Miller 2/5/2018
Update 4/9/2020: CorpNote 3.0: more tools, more power, more possibilities...
Whether we realize it or not, we are processing brand identity all the time. From logos to catch phrases, certain companies tend to stick out in our mind. Even their logo colors are chosen with care to hopefully give us a subliminal feeling about the brand or help us identify what those brands do for us.
Brand recognition is all about being at the top of someone's mind when they make a purchase. The good news is you don't have to spend a ton of money or be a big company to start getting your brand recognized.
Three easy ways to get better brand recognition: Be Consistent, predictable and keep it simple!
1. Be Consistent.
The easiest way to get people to recognize your brand is for all of your company's communications to be consistent. The same colors, logo, font, tag line etc. should be used by everyone that sends communications from your company. Your sales staff, your customer support staff and even your top level executives should all have a similar signature in their email and in written communications. Email subject lines should also be consistent and enable the recipient to easily identify your company as the sender. People are much more likely to open an email where they can quickly and easily recognize the sender. Other forms of communication that should also have the same look and feel are your website, social media and even your invoices.
2. Be Predictable
A similar concept applies to this second important step in getting people to recognize your brand. When people see an email or a social post from your company, they are starting to see the "trade marks" of your brand so to speak - consistent colors, tone and style - but now we need to create anticipation. This is a great marketing tool because when a person comes to expect something they find valuable or enjoyable, they start to look forward to it. This could be in the form of excellent product support materials, innovative ways to use your products or amusing quotes you post in social media. Whatever it is, being predictable about when you provide this information will lead to anticipation. This in turn will help bring you to the top of their mind when they are looking to make a purchase.
3. Keep it Simple
When it comes to emails, newsletters, ads, or surveys, less is often more! People are more willing to give you their time if what you are communicating is short, sweet and to the point. So it's time to get those editing skills into practice and cut, cut, cut. Can you say it in fewer words? I bet you can! It takes time to edit down your communications but it's time well spent if the person can more easily understand what you are trying to communicate. Plus, this re-inforces that you aren't wasting their time with meaningless filler.
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Here's Your Homework for this Week (Homework? Yup!)
Now that you're thinking about brand consistency, predictability and simplicity, I encourage you to look at brands you use often. Do they follow those rules? If they don't, where do they break those rules and how does it make you feel about their brand? Now apply those same ideas when you look at your biggest competitors. Look for any weakness that you can make your strength.
Want more ideas for your email marketing and branding campaigns?
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