Did you know that across all platforms, brands that were consistent saw revenue increase by up to 23%?

Building brand recognition can be one of the most powerful marketing tools. Think of the world’s largest brands, they all are recognisable and have their own image.

But how do you stand out from the competition? How can your business improve brand recognition? This article covers all you need to know about making your company memorable.

What Is Brand Recognition?

Brand recognition is when consumers can easily identify a specific brand through its attributes. This can include visual or auditory cues, examples being logos, colours, packaging and jingles.

Across the world, this technique is used in marketing and advertising, aiming to create a more memorable brand. They do this through numerous methods, such as market research to see what consumers are looking for and what the best strategies are.

What Are The Benefits Of Consistent Branding?

One way of improving the recognition of your business is through consistent branding. Think of the biggest companies in the world, they are all consistent with their marketing. This is to make them immediately recognisable to their target audience and helps to create a strong association.

But what other benefits does consistent branding offer?

Loyalty and trust – Building confidence in your brand is a big benefit to gaining customers. Once they know that there is a certain experience when engaging with your brand, it is more likely they will come back for more.
Positive emotions – By combining positive emotions and brand consistency, you can create an association with your consumers and your company. This can be done through words, images or even logos. This can create a positive feeling when people see your marketing and happier people are more inclined to use your brand.

How To Apply Consistent Branding?

There are many ways to create a consistent message for your brand. We have broken it down into three tips to get you started.

Have Brand Rules

Setting clear standards and rules for your brand is the first step when establishing consistency. This will place a clear focus when launching campaigns and form the solid foundation of your brand’s image. This includes:

Font – Normally you will have a primary and a secondary font for your brand. Both will be used for different reasons, such as titles, captions and paragraphs. Creating a uniform look by sticking to your core fonts will improve brand memorability.
Colour scheme – Think of a big brand. They have a set colour scheme, right? By having a dominant colour, as well as 3 to 4 complementary tones, you will help to strengthen your brand’s recognition to consumers.
Logo – Your logo should have rules too. This applies to how it should look in different formats and other colour variations. Think of when your logo is used on a letter, or on a mobile app, it may need to shrink to a single letter or image.

Utilise A Marketing Calendar

Planning ahead of time will help to keep everyone on the right track. Mapping out a promotion schedule will remove the risk of discrepancies and will help to save time in the future. Stay on top of each campaign with these useful hints:

Review and adjust – Where in the past have previous campaigns fell short and where can you improve? Moving forward, you want to improve message consistency.
All in one place – Being able to see everything in one place will give an overview of how everything ties in together and will ensure a consistent message is being sent out.
Allow changes – Putting out early testers will give you the time to adjust and change anything that needs it. Timing of marketing campaigns is vital; a calendar can help this.

Repurpose, Reuse, Recycle

For a double benefit, resting content can both reduce effort and can help to reach new customers. By changing existing content, you can adjust your brand messaging to what suits the current climate. Ways to repurpose marketing include:

How-to guides can be updated and refreshed.
Customer reviews can be used in a blog post or social media post.
Creating infographics from surveys and reports.
Using sound bites from events can be converted to posts online.