The Difference Between Being Known and Being Remembered

The Difference Between Being Known and Being Remembered

Hey there, branding enthusiasts! Here's a fun fact for you: 59% of consumers are more likely to buy new products from brands they already know. Yup, familiarity has that kind of power. But how do you become that brand people instinctively turn to? The answer lies in two marketing jargon: brand awareness and brand recognition. 

They might sound like they're in the same league but play different field positions. Let's break it down, keep it casual, and see how nailing both can take your brand from "just another name" to "I'm buying that!" 

Brand Awareness: Being Seen at the Party 

Imagine walking into a party where you don't know a soul. But after a while, you notice that one person who's everywhere—chatting, dancing, making everyone laugh. That's brand awareness in action. It's about showing up, making a splash, and making sure people know you exist. You're not aiming for everyone to know your life story yet—you're just making sure they remember seeing your face. 

Brand awareness is the first step in your marketing journey. It's what gets your foot in the door and makes people go, "Hey, I've heard of them!" It's not about whether they know all the details, but whether they'd recognise your name when they see it online or on the store shelf. So, how do you get that initial "Hey, I know you!" reaction?

• Social Media Presence: Pop up on Instagram, TikTok, LinkedIn—wherever your people hang out. And don't just push products; share what your brand is all about, from behind-the-scenes looks to values that align with your audience.

• Collaborations: Partner with influencers or like-minded brands. It's like showing up to a party with a friend—suddenly, people know who you are! 

• Use Storytelling: People relate better to stories than sheer content. It is generally about the Why behind it, other than what you sell to people.

Brand Recognition: Being Remembered After the Party 

Alright, so you got off on the right foot. Ok, now let's walk through what comes after that party. Brand recognition is when someone hears your name or sees your logo and automatically knows who you are. It's like that one song you can't get out of your head — the words won't come to mind, but you're surely able to hum along.

Imagine you’re at a social event: brand awareness is simply showing up, while recognition is like waking up the next day and clearly remembering who you connected with. Or the difference between "I met this person last night" and "I met Sarah, you know, that one who told that hilarious story!

Fostering brand recognition means getting your look, feel, and voice so aligned that customers automatically think of you when they see a specific colour scheme or hear your jingle.

Here's how to make your brand memorable

• Consistent Look and Feel: Make sure everything, including your packaging and website, uses the same colours, logo, and typeface. The secret to making your brand instantly recognisable is consistency.

• Catchy Taglines & Logos: Make a tagline or image so memorable that it almost melts into people's brains.

• Personalised Client Experience: Positive memories associated with your business are created by the small things, such as a sincere thank-you message or surprise freebies in their order. 

The Dream Team Duo: Why You Need Both

So, which is more significant, being remembered or being known? That would be equivalent to asking whether peanut butter tastes better without jelly. Both are necessary for the ideal bite! Here's why:

• Awareness Draws Attention, and Recognition Remains at the Top of Your Mind: Getting on their radar is the goal of awareness. The reason they pick you over the competitors is Recognition.

• Recognition Keeps Them Coming Back, Awareness Brings Them In: If people know you, they may give you a chance. However, they will become devoted admirers if they have positive memories of you. 

Why it matters to your bottom line

Do you recall the 59% statistic? It all comes down to the familiarity effect—people tend to believe what they know. Customers will perceive your brand as less risky if they are more familiar with it. Being the brand that people perceive and remember is, therefore, essential. You risk being a passing thought if you only concentrate on awareness, but you risk limiting your reach if you only focus on Recognition. In short, brand recognition ensures that you are the light of the party, whereas brand awareness invites your brand to the event.

Turning These Ideas Into Action

Are you prepared to transform your brand from "just another option" to the preferred one? Here is what you need to do:

• Enhance Your Visibility: Launch those campaigns to raise awareness! Consider entertaining advertisements, engaging social media posts, or even neighbourhood gatherings that spread the word about you.

• Maintain Consistency: To ensure that every piece of material you release has your distinctive style, create a branding guide.

• Develop Memorable Touchpoints: Think of little things that have a huge impact, like a handwritten note in your customers' purchase, to surprise and excite them.

• Continue adjusting: Keep track of what is and is not working. It might be time for a new motto or a revamped logo if consumers aren't identifying your brand as well as you'd want.

Final Thoughts

Creating a lasting impression is the goal of brand building, not merely existing. And you become more than simply another name on the shelf—you become the name when you are able to strike a balance between brand recognition and brand awareness.

So, get out there, get yourself recognised, and leave an impression that will last. It's time for your brand to be the topic of conversation long after the celebration!

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Psst! This blog was created after a lot of thought by a real person. #NoGenerativeAI