{"id":1479,"date":"2018-08-30T18:20:45","date_gmt":"2018-08-30T22:20:45","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=1479"},"modified":"2020-07-27T16:57:15","modified_gmt":"2020-07-27T20:57:15","slug":"how-to-build-brand-recognition-with-video","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/how-to-build-brand-recognition-with-video.html","title":{"rendered":"How to Build Brand Recognition with Video"},"content":{"rendered":"
Photo Credit: Female Videographer by\u00a0Jacob Lund<\/a> on Shutterstock<\/em><\/h6>\n

Brand recognition is an important goal for any company, especially when you\u2019re first starting out. Consumers are swamped with hundreds of options for services and products, so making your mark on the industry is vital. But how can video be used to reinforce your branding? Here’s our guide to growing brand recognition with video and leveraging it for your business.<\/p>\n

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What Is \u201cBrand Recognition\u201d & Why Is It Important?<\/h2>\n

To understand why it is important, we first need to define \u201cbrand recognition\u201d, and how it affects a company. The goal is to have customers recognize your brand or company\u00a0based on a visual or audio cue. For instance, the specifics of a logo, the beginnings of a jingle, or a particular catchphrase associated with your brand.<\/p>\n

Brand recognition is slightly different from brand awareness. While recognition falls under the umbrella of brand awareness, it focuses on the ability to identify based on cues. In contrast, brand awareness is typically defined as the ability to pluck your brand from memory\u00a0based on a product category.<\/p>\n

Building brand recognition helps to form a positive reputation for your company and grow brand loyalty \u2013 and trust \u2013 in return. Here are our top three reasons to keep brand recognition top of mind regardless of your brand’s stage of growth.<\/p>\n

1. Effective Promotions and New Offerings<\/h3>\n

Having specific traits (such as colors or musical jingles) associated with your brand will make it easier to promote. Ideally, consumers will be able to instantly recognize the company and the services or products you provide. That also means advertising can be as minimal or outlandish as your company desires.<\/p>\n

This in turn lets you introduce new offerings in a quick, hassle-free way by simply refreshing the recognizable and well-known identifiers to promote the new products.<\/p>\n

2. Business Reputation and Customer Retention<\/h3>\n

If your customers will recognize your specific branding and associate positive experiences, brand recognition can easily lead into brand loyalty. Consumers may form personal and emotional connections with your brand \u2013 whether it is a logo on a shirt or the particular matching aesthetic of your products.<\/p>\n

Brand recognition is also crucial in forming a trust bond with consumers. Even if they have not used your service before, many people who come to recognize your branding will likely associate positively with your company. This means that they will remember and recognize you when they perhaps do need a service or product you provide, and will recommend you as an option to their friends.<\/p>\n

3. Differentiation<\/h3>\n

Honing a unique style or producing fun and easily recognizable advertising campaigns can help to differentiate your company from other competitors in the same field. Consumers will recognize your brand amongst the crowd and lean towards trusting your business over others that they do not know quite so much about.<\/p>\n

Building Brand Recognition with Video<\/h2>\n

There are many factors that go into a video, which plays to your advantage when using it to build your brand. From the color schema, to the fonts and music, you have many opportunities to subtly cue your audience to buy into your branding.<\/p>\n

1. Consistent Font and Logos<\/h3>\n

Think of this as a way to tie together every single piece of branding or marketing you put out into the world. While using the same logo is pretty straight-forward, you might think remaining consistent in the font you use in your videos is not as important. After all, who even really pays attention to that?<\/p>\n

While viewers may not consciously notice it, a lack of consistency undermines their ability to recognize your brand.<\/p>\n

A consistent aesthetic is reassuring to customers because it helps them gauge their expectations. Further, they will begin to associate even the smallest details (such as fonts) with your company even when they are used elsewhere.<\/p>\n

Perhaps the most iconic use of brand font is the Disney logo. Disney uses their specific font on all of their marketing, including go.com<\/a>, a launchpad-type domain.<\/p>\n

They use go.com to direct customers to anything and everything Disney-related. There, they also offer various \u201cadvice\u201d and information videos, distinctly recognizable based on consistent use of Disney-branded logos and images.<\/p>\n

After all, it\u2019s almost impossible to see castle spires or a pair of mouse ears without associating them with Disney in some capacity. Thanks to their consistency, they certainly enjoy\u00a0an incredible level of brand recognition.<\/p>\n

2. Create Familiar Characters People Can Connect With<\/h3>\n

If you want to build up your brand recognition, it\u2019s imperative to decide what your recognizable \u2018features\u2019 are to be. Besides logos and music, using a memorable character in your videos or advertising campaigns can be an effective choice.<\/p>\n

Dos Equis’ Most Interesting Man in the World<\/h4>\n

Take Dos Equis\u2019\u00a0The Most Interesting Man in the World campaign<\/a> for example. This character was wildly popular for over ten years and his catchphrase \u201cI don\u2019t always drink beer, but when I do, I prefer Dos Equis\u201d was adapted to become a popular internet meme. Even consumers who don\u2019t drink beer would recognize the character and are likely to associate the brand with a positive memory (whether it be imbibing on the beverage or simply being entertained by the clever commercials).<\/p>\n

Old Spice<\/h4>\n