What is Branding, Brand Awareness and Brand Recognition?
According to the Oxford Dictionary, branding is “the promotion of a particular product or company by means of advertising and distinctive design.” Beyond simple branding, brand recognition is “the extent to which a consumer can correctly identify your brand based on visual indicators such as a logo and colors. Brand awareness takes this even a step further. Brand awareness is “the extent to which a brand is recognized by potential customers and correctly associated with its particular product or service.” [1] To build both brand recognition and brand awareness, it is important to:
- Prioritize consistency. This requires not only to consistently present your business to consumers, but to do so with consistent imagery and colors. “81% of consumers are more likely to remember your company colors than your name. [2] You also want to be sure to consistently use the same tone of voice and be sure all marketing efforts feel like they come from the same source.
- Be about more. Develop, demonstrate and clearly communicate your values as a company. This can be accomplished through including your values directly in your marketing, and also by where and how you market your products and services.
- Tell a good story. To fully develop brand awareness, it is important to connect with your consumers. “Telling a story is powerful in many ways: it makes people pay attention; it helps them remember your name once they have a compelling background story to link it to; it makes them feel like they’ve been part of your journey all along and therefore more likely to form a deeper attachment to your brand.” [3]
Why is Branding Important?
By branding your business, you are building trust with your consumers and ensuring you are top of mind when they are in need of your product or service. Building trust is integral to your business because “46% of consumers would pay more to purchase from brands they trust” and “brands with consistent presentation increase revenue by as much as 33 percent.”1 People naturally are inclined to choose something with which they are familiar, so if they are used to seeing your brand—your business name, logo, colors and message—they will be more likely to turn to your business when in need.
How to Build Your Brand with DE
By advertising with DE, you can hit the three top branding requirements. You will place yourself consistently in front of consumers by purchasing (or renewing) a 12, 24 or 36 month contract to make sure your customers are seeing you at their kitchen tables month after month. By advertising in DE’s faith-based, community oriented magazines, you will communicate values and support to the consumers in your community, demonstrating you are about more than just your business. And by utilizing the Business Profile and Professional Spotlight content marketing opportunities, you can tell your story in a heartfelt and compelling way, ensuring your business sticks with readers.
[1] Maar, Megan. 18 Sneaky Ways to Build Brand Awareness. https://www.wordstream.com/blog/ws/2015/07/10/brand-awareness
[2] Qualtrics XM. How to Increase Brand Awareness: Top 10 Strategies. https://www.qualtrics.com/experience-management/brand/how-to-increase-brand-awareness[3] Vista Print. 8 Strategies to Develop Brand Recognition. https://www.vistaprint.com/hub/brand-recognition