What are the 5 stages of brand recognition and how can you use these to build your brand? In this video, I look at the 5 important stages of brand recognition, from non-recognition all the way to advocacy and ho you can help your audience progress on their brand recognition journey and what you can take away from this to use with your business.
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Your brand is built up of all the touch points and interactions that your audience has with your business.
So your brand lives in your audience’s mind. And as Marty Neumeier says, ‘it’s not what you say is it’s what they say it is’. And through this process of interacting with your brand through multiple touch points, whether that’s a website, social media, newsletter, A sales call customer service, or even in store, you’re influencing their journey to brand recognition.
So here are the five stages that your audience goes through in recognizing your brand
Stage one is non-recognition. This is where the audience doesn’t recognize your brand at all. This can be because it’s new. It could be because the brand’s confused. It could be because it’s poorly differentiated and just failing to stand out from the competition. But the audience actually, hasn’t taken this on board as a brand yet it’s not stored in their mind.
It’s just not recognized at all. This can also be a byproduct of your audience, not being able to connect with your brand and therefore they can’t see what your brand is going to take them or the aspirational identity that you’re helping them achieve.
This stage of the non-recognition stages, where a lot of brands find themselves today.
So stage two is recognition. So this is where consumers are aware of your brand, but your brand has little influence on their purchases. So they know who you are, but your brand hasn’t moved them enough or connected with them enough yet in order to sway their purchasing decisions. They’re just aware of who you are.
This is obviously a good place to get to in terms of where you want to start from a base point, but you want to develop your brand further and differentiate further in order to create a connection with your audience. So you can take them on to stage three. You’d also find that some of your competitors will be at this stage.
So you want to start developing your brand further in order to leave them behind .
Stage three is preference. And this is where consumers, when they’re given a choice of two or more brands will actually choose yours. And this is usually because you’ve successfully differentiated from your competition, your product or service uniquely solves their need.
You’ve delivered on your brand’s promise. And you’ve given them a great experience when interacting with your brand.
Do you think that your brand has a good level of brand recognition? If so, comment with a yes. Below and which brands do you love so much that you would refer them to your friends and family comment below.
Stage four is loyalty. So this is where customers will choose your product or service time and time again. And they’re completely loyal to your brand in order to get across this level of loyalty, you need processes in place in your business. You need a consistent way to manage your customers so that each customer feels as though they are individual, but they’re also treated exactly the same at each point of that journey.
And if they come back again and they purchase the product again, or they, they use your service again, the experience is the same. So in order to do that, you need some processes and some structure in place of how your brand can onboard customers, nurture customers and keep those customers.
Stage five is insistence and advocacy. So this is where you’ll see some levels of engagement with your brand or loyalty to your brand and dedication that is similar to a sports team. So insistence is when your customers are so bought into your brand, they would wait in line for hours for it, for a new product launch, or similarly, if you’re a service-based business, they wouldn’t go to anybody else for the service that you provide.
No matter what the circumstances and advocacy is when your customers are loyal to your brand, and they trust your brand implicitly to deliver that great product experience or service continually in the same way, so much so that they would recommend it to their family or friends. And in fact, they refer anyone that will listen.
So some people in the advocacy, stage of brand recognition will go on social media. They’ll talk about the brand they’ll tell anyone that will listen because they love your brand so much.
What can you take away from this for your business? Think of each stage as your customer’s journey to brand recognition. So how can you nurture that customer from say stage one to stage two, to stage three and so on. How can you put some initiatives in place to deliver delightful experiences, every step of that journey on a continual basis.
And when thinking about brand recognition, think about differentiation. So differentiate yourself from the competition. Think about memorability. Think about how much impact you concur can create in the early stages of this journey. You want to be memorable, you want to be differentiated and you want to stand out from that competition.
When you take people through that journey and they start to recognize your brand, first of all, and then they become a customer and you start to build trust. Then it’s all about delivering these delightful experiences on a continual basis and developing that customer experience with your brand so that they become advocates for your brand.
So now that you understand the stages of brand recognition, if you’re interested in diving deeper into defining your brand, developing your brand and laying a foundation for your brand success, by developing the internal brand, and also looking at how you can set up your external brand, we actually have a new course, which I’ll put a link in the description below and what it is it’s for people who are looking to start a new brand or develop an existing brand and want to take it to the next level.
There’ll be a link in the description below. If you’ve enjoyed this video and you’d like to see more videos come out weekly and they’re designed to help you unlock your brand’s potential. So you can stand out from the competition and create more impact. Have a great week, catch up soon and keep those brands unified. .