Brand Recognition Builds Loyalty
If you have kids or are ever around children, have you ever paid attention to the brands they notice? A few years ago, I was driving with my then 2-year-old, when she started screaming “jump park”. I was initially confused because we had no intentions of going to the trampoline park that day, then I realized she spotted the park’s logo from the interstate. The mom in me thought, “Wow, I’m raising a genius!” The marketer in me was fascinated and got me thinking more about brand recognition.
Research suggests that children recognize brands by 1½ -2 years of age, and that brand loyalty follows soon after. We’re not selling to toddlers but no matter what audience you’re selling to, there are strategies to increase brand recognition whether it’s through sharing content with supporting visuals, telling stories through video, running media campaigns or through earned media.
There are five stages of brand recognition: awareness, preference, reputation, trust and loyalty. Unfortunately, brands don’t work through all the stages overnight. So how do you know what stage your brand is in – and how do you keep moving through the stages? There are several ways to measure the effectiveness of brand recognition – one of them being research. The research solution may vary from surveys, interviews, focus groups, net promoter scores, etc. It all comes down to your goals and what you want to learn.
Whether you have a good sense of the key performance indicators that matter most to your brand and business or you’re not sure what KPIs to measure – we’d love to start a conversation. Email us at sales@AMPERAGEmarketing.com or visit our website to learn more about our solutions.