side note: i see, i like, i love, i trust

my thoughts on brand recognition

The other day, I was waiting to pick up my lunch at Atis and I overheard two friends at a table behind me talking about the pilates class they’d just taken. “You were so right about these,” one said, motioning to her yoga pants. “Told you. So good. They make me want to workout all the time,” the other responded. I moved slightly closer to them, you know, in the way where I act like I’m moving out of the way but wasn’t actually in anyone's way. I wasn’t being nosy, promise. I just wanted to ask where these girls got their yoga outfits from because I too would like to be motivated to workout all the time. But when I turned back to look, it was obvious they were decked out in Lululemon. It struck me how effortlessly I recognised this brand.

Let me start by saying that recognition is a “mind thing” and comes with our brain noticing and picking up patterns, understanding these patterns, and forming opinions about them.

The same goes for brand recognition. Everything around us is designed with our brains in mind. From supermarket layouts to app colours, psychological principles are at work.

We're wired to recognise patterns, which makes life easier and less mentally draining. For brands, this means consistency isn't just about aesthetics—it's about creating a reliable and familiar experience. A consistent brand builds trust. When a brand consistently delivers a positive experience, people come to rely on it.

I like to define brand recognition by its stages.

It’s much easier to grasp that way:

• Awareness

  • Consumer: I’ve noticed this brand.

  • Brand: marketing efforts. Seeing a brand repeatedly makes it familiar.

• Reputation

  • Consumer: I know what this brand is known for.

  • Brand: the perception stage where consumers understand the brand's promise and values.

• Preference

  • Consumer: I have formed an opinion about this brand.

  • Brand: unique selling proposition (USP) comes into play.

• Trust

  • Consumer: I trust this brand.

  • Brand: consistent communication and positive brand experiences.

• Loyalty

  • Consumer: I will choose this brand.

  • Brand: a sense of belonging and commitment.

Why is brand recognition important?

Enticing customers

Familiarity breeds preference. If customers recognise your brand, they're more likely to choose your products over less familiar ones. It’s like seeing a friend in a crowded room—you naturally gravitate towards what you know and trust. When people see a familiar brand, it feels safe and reliable, reducing the hesitation to try something new. This also goes for attracting new customers. New customers are more likely to try a brand they’ve heard of, even if they haven’t used it before, because the recognition provides a sense of security.

Maintaining loyalty

Recognised brands can secure loyalty by becoming synonymous with certain product types or quality standards. When a customer has a good experience with a brand, they are likely to return to it. Over time, this understanding turns into loyalty because they associate your brand with positive experiences and reliability. This is how a brand becomes a go-to choice for consumers.

Staying competitive

In a crowded market, strong brand recognition helps you stand out. With so many options available, having a recognisable brand can be the difference between being chosen or overlooked. It’s essential to create a unique identity that sets you apart from competitors. This differentiation makes it easier for customers to remember and choose your brand over others. Recognised brands have a higher marketing reach and impact. Marketing efforts are more effective when the audience is already familiar with the brand. Campaigns for well-known brands can achieve higher engagement and better results because the groundwork of recognition and trust has already been laid. This can lead to more efficient and successful marketing strategies.

There are a few ways to really nail recognition…

• Make your brand an icon

  • Stanley Cup: instantly recognisable as the cup that went viral on TikTok.

  • Adidas Sambas: classic trainers that have become a staple in fashion.

  • Hermes Birkin or Kelly: the epitome of exclusive luxury.

• Make your brand an aesthetic

  • Skims: popular, go-to for minimalistic basics.

  • Rhode Skin: synonymous with the clean girl.

  • Aesop: high-quality skincare products that look like they belong in a chic apothecary.

• Make your brand a lifestyle

  • Our Place: kitchenware that makes cooking and dining feel cosy and stylish.

  • Lululemon: activewear synonymous with a healthy lifestyle.

  • Erewhon: a wellness haven known for its organic and upscale grocery shopping experience.

• Make your brand into a World

  • Barbie: not just a doll, but a universe of characters, products, and experiences.

  • Vacation Inc.: products that evoke nostalgic, sun-soaked vacation vibes.

  • Apple: a tech ecosystem where all devices and services work seamlessly together.

• Make your brand part of the conversation or culture.

  • Goop: sparks endless discussions about health, beauty, and alternative therapies.

  • Glossier: huge community vibe, with social media and UGC.

  • Amazon: revolutionised how we shop, becoming a part of daily life.

  • Google: is integral to how we access information, hard to imagine the internet without it.

So there you have it—consistency, iconic products, lifestyle integration, immersive worlds, strong aesthetics, and cultural relevance all play a part in making a brand unforgettable.

---

Thanks for reading! Find more here. If you like, you can share here.