Consumers these days are used to scrolling through the wastelands of the internet that are filled with empty taglines and pixelated logos. It’s rare for anyone to run into a space that’s unique and recognizable in a way that will pull the consumer in with its story.
This can only be achieved through online brand recognition, as it’s the best tool for companies to remain at the top of their minds with their target audiences and beyond. However, making way through the crowded lands of the internet and making sure a name sticks with consumers is no walk in the park.
Companies are required to have a strong foundation that consists of core ideas, beliefs, values, personality, color palettes, and more.
Brand personality
Every brand has its own brand personality, whether that’s imparting wisdom to the consumers, cracking jokes and commenting on newsworthy topics, or simply innovating and providing solutions to problems consumers didn’t even know they had.
It’s important for companies to know that the brand personality shouldn’t be confined to the initial mood board that most teams create when brainstorming a brand personality. Instead, it should permeate each and every aspect of the company.
Target audience
Even the most vibrant brand personality needs data to be able to navigate and connect with its audience. That’s where the ideal customer and the target audience come into play. Companies should focus on researching and learning about them, instead of simply looking at them as nameless numbers and demographics.
They should intimately know the ideal customers, with their own desires, dreams, concerns, and goals. The days when companies were able to cast a wide net and attract anyone with their promotional content are gone. Now is the time for personalized messages that resonate and connect with the target customers.
Unique Selling Proposition (USP)
The next important element in online brand recognition is the unique selling proposition (USP), the secret ingredient that makes brands stand out in any crowded market. Maybe it’s cutting-edge technology that pushes the boundaries, unparalleled customer service that feels like a warm hug, or an unwavering commitment to sustainability that makes the world a bit greener. The USP becomes the core point that should reverberate throughout everything the company does, both online and offline.
Colors
A brand’s logo isn’t just a picture. It’s a combination of colors, shapes, and meaning. Choose colors that evoke the core of the brand. For example, children’s clothing brands tend to go with pastel colors, while luxury brands tend to prefer monochrome color palettes.
After choosing the colors, it’s time to create a logo that’s memorable, versatile, and speaks volumes before a single word is uttered.
Fonts
Fonts, too, can convey certain messages to consumers. Choose a font that complements the visuals and personality, becoming the brand’s signature in the digital age.
Visuals
Lastly, the emotional hook that grabs the attention of audiences is visuals. Photographs that capture stolen moments of joy, illustrations that burst with imagination, and videos that tug at the heartstrings. Make the visuals the trailers for the brand’s blockbuster story, each frame dripping with the emotions the brand wants to evoke.
