Brand awareness measures if the public can recall information, emotions, or impressions about a brand without any visual aids.
On the flip side, brand recognition measures the extent to which the public can identify a brand from visual elements such as a logo or jingle.
You can’t have brand recognition without brand awareness. So our first step is to focus on brand awareness.
Brand awareness starts first by establishing the brand.
To sum it up, a brand is about a distinct, recognizable experience that a client or potential client relates to a company. For help in building your brand and brand awareness, Leduc Entertainment is here to help with a full suite of social media marketing services.
Components That Make Up a Brand
There are five main components of a brand:
The Identity of a brand is often what comes to mind when you think of a brand. It’s the externally facing images — the visuals that signify your brand.
This includes everything from your logo, to a tagline, to a jingle, to your website, etc. It’s the overall look and feel of your business. Identity is arguably the thing your ideal client remembers most (brand recognition), so it needs to stand out.
The Purpose of your business’ brand really encompasses the mission and values of your firm. These should all work together to tell a larger story about who you are and what you do.
Overall, your purpose statement is what you promise to your ideal clients (but maybe mix it up from “I’ll fight for you”). Your mission is the larger goal you hope to achieve, while your values are what your brand represents.
Messaging is the voice of the brand. This is the language used on your website, in marketing communications, in printed materials, on social media — everywhere your business communicates to your ideal client.
Your business’s messaging must be consistent everywhere. There can’t be a formal voice on one channel and then a super casual voice elsewhere. Your marketing needs to reflect this messaging, but so should anyone managing client intake or interacting with prospective clients in general.
There are a variety of different voices your brand can take, so choose the one that suits you best, contributes to what you want to achieve, and aligns with your purpose.
Remember to focus your messaging on your purpose and your own vision for your firm, and stick to it.
Differentiation is what makes you different from competitors. Businesses like law firms get a bad rap for looking very much alike in their messaging and marketing. But all law firm owners and firms are different, meaning there is a unique way you approach your clients and your business. Embrace that difference and use it to set yourself apart from your competitors.
Experience is the way your clients connect or interact with you during their entire buyer’s journey.
If you have doubts about the value of Experience, 73% of your ideal clients love a brand because of its customer experience. So how consistent is your client experience right now? If you aren’t sure, then Leduc Entertainment is here to help!
One highly valuable tool you can use is called a brand helix. In a brand helix, you answer these questions:
- What problems do you solve?
- What are you passionate about?
- What breaks your heart/makes you sad?
- What do you research/read?
- What do you have results in?
The brand helix will better focus your efforts since, at the end of the day, your business is really an extension of you as the owner of the firm. So don’t be afraid to get personal.
Let Us Help You Build Your Brand!
Overall, what you should take away is:
- Branding is a powerful tool
- Customers must be aware of you before they recognize you.
- You can’t measure your brand based solely on leads.
- Brand measurement doesn’t have to be overly complicated and require branding agencies.
Now that you have a better understanding of what Branding is and how it can impact your business, the team at Leduc Entertainment is here to answer any questions and ready to begin guiding you through the process of establishing true Brand Awareness!