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Suppose you wake up in the morning debating about whether or not to go for a run, but that check mark on your sneakers scream “Just Do It”.
Later you are in a meeting with a supplier when they set a Frappuccino on the table; the green and white mermaid on the cup makes you think about getting a coffee too.
As you run some errands, you quickly pick up some laundry detergent from a store with “everyday low prices”.
What Is Brand Recognition And Why Do You Need It As An Artist?
That ability you had to recognize each brand above is brand recognition. Any design element: shape, color, illustration or graphic can be used to identify a brand. Having a powerful brand allows consumers to recognize your brand right away, beating out the competition. Providing a quality experience can tie your brand recognition to great customer service. Brand recognition is power, it keeps your business in front of your audience and money in your pocketbook.
While it is often easy to think of brand recognition in large corporations, small handmade businesses can utilize it as well. When I am craving a good New York style slice of pizza or calzone, I think of Namoli’s NY Pizza in Apex, North Carolina. When I want a beautiful and functional handmade bag I look for Hawks & Dove. When I am needing some amazing body products I contact Lo & Behold Natural Body Care. What companies come to mind when you think of your favorite independently owned brands?
Brand Recognition Starts With Awareness.
Imagine you're shopping for peanut butter at a grocery store. Your usual brand is out of stock. After scanning the aisle, you decide to try a new organic brand. From that experience, you become familiar with the product and may reach for it again when craving a good PB&J.
Your brand creates a set of expectations and standards for customers. Every interaction they have with your product, people, or messaging builds that recognition. Branding is about designing and developing a framework for what your brand does, what you stand for, why you do it, and how you do it. Consistency in these elements will help you carve out a purposeful, differentiating, and secure position in the marketplace. The more consistently your audience sees your brand, the more likely they are to reach for your product.
The next step is to do what businesses do best: grow. By expanding to new opportunities, categories, markets, and product extensions, every time people see your logo or packaging, they will associate it with the set of expectations you have established.
So Why Do You Need It?
It’s simple: brand recognition gets people thinking about your company.
While browsing for furniture, I came across re.dwell, a company that sells products crafted from reclaimed materials. Their wooden tables are unique, made with care, and exude craftsmanship. Because of their attention to detail and sustainability, they stood out to me. If someone is looking for one-of-a-kind furniture, I would refer them to re.dwell.
Customers are a powerful asset in spreading brand awareness. If you have a specialized niche, they will often recommend you to friends and family. Your story is what differentiates your brand. Are you known for traditional production methods? Do you use organically sourced materials? Highlighting what makes your business unique puts you in the minds of customers and ultimately boosts sales.
Do you know how many small businesses there are in the U.S.? Over 30.2 million. Who knows how many are selling a product similar to yours? A quick search on Google or Etsy will show you. Try searching for your product’s general terms on Etsy—you’ll see just how much competition you have. Did you realize there are tons of other makers selling the exact same thing? Now you do. Brand recognition helps you stand out. Be consistently different.
Want to Build Your Brand Recognition as a Creative?
The best way is to be consistent with your branding. Use the same photo style, typography, patterns, colors, and logos across your newsletters, e-signatures, marketing materials, and packaging. Find a color palette that differentiates your brand, and use it consistently throughout your website and communication materials.
For example, Lo & Behold Natural Body Care does this well. Their website and packaging feature a clean sans-serif font, paired with distinct hand-drawn watercolor graphics that reinforce their all-natural ethos. Whether you own a face mask, body butter, or lip scrub from Lo & Behold, you can easily recognize their brand among other skincare products.
Be Your Ideal Customers Best Friends...
And Show Up.
Do you want customers to think of you as a friend? Add personal touches to your sales, such as handwritten thank-you notes. If sustainability is part of your brand, use recyclable packaging. Reflect on the values that make your business unique and find ways to share them with customers.
Be best friends with your ideal customers. Spend time with them...seek them out. When you do, that's when magic happens. You might just find yourself growing old with them....
TAKEAWAY:
Brand recognition is powerful. Keeping your company at the forefront of customers’ minds ensures they will return—especially if their experience is memorable, unique, and authentic. As a small handmade business, you must think about how your products can stand out from hundreds, even thousands, of competitors.
It’s simple: you need brand recognition to sell more products.
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