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26th Feb 2020

Calgary Branding: How to Increase Brand Recognition & Brand Inertia

If you’re a business owner you’ve probably heard about the importance of Calgary branding time and time again. You’ve been told you need to create a brand to set yourself apart from the competition and cultivate brand loyalty. All of which is true, but there is another (equally important) reason to increase your brand recognition. Brand inertia! If you haven’t heard that term before, no worries. Today we are going to look at what Calgary branding is, how it influences brand inertia and what you can do to increase your Calgary brand recognition and inertia.

Definition:

The marketing practise of creating a name, symbol or design that identifies and differentiates a product from other products. All these elements work together to make your business stand out.

 

Why Calgary branding is important:

Branding makes your business recognizable to customers! It allows consumers to tell your products and services apart from competitors. Branding can also change how people view your business and, in turn, influence their shopping habits (especially if you have a good reputation). Once a consumer has brand loyalty or at least awareness, they are more likely to do business with you in the future! This is incredibly beneficial to you because retaining customers is much more cost-effective than generating new leads.

Increasing brand awareness is important for the health of your brand because it increases your business’ value by establishing you in your community. It can also help you generate new customers. New consumers are more likely to flock to your brand because of their familiarity with your business. And that’s where Brand Inertia comes into play!

Brand inertia:

The act of consumer buying unimportant items, which is done frequently and in which the buyer chooses the same brand over and over again without consideration of other brands.

Brand loyalty Vs low burden choices:

Brand inertia differs from brand loyalty because it happens without the consumer making a conscious decision. They choose your brand because it is a low burden choice! People are bombarded with decisions all day long. In fact, it’s estimated that the average adult makes about 35,000 remotely conscious decisions each day. Each decision, of course, carries certain consequences with it that are both good and bad.

It’s easy to see how people can get tired of making decisions! Many people also suffer from a condition called decision fatigue. Decision fatigue refers to the deteriorating quality of decisions made by an individual after a long session of decision making. Brand inertia allows people to cut out some of the stressful decision makings that happens throughout the day. Therefore, if you can make your brand a consumer’s default choice, you will retain their business for a long time. Once you become someone’s go-to brand it takes a major disruption to change their shopping habits! So, whether you are striving for brand loyalty or brand inertia, brand recognition is the first step! Here’s how:

How to increase brand recognition:

The first step of creating an undeniably recognizable brand is designing a memorable logo. You can learn more about the design side of branding HERE. In this section, we are going to focus on what comes after creating a stellar branding package. Here are some of the marketing strategies that can help you increase your brand recognition:

Customer service:

Once you have your visual material finalized, it’s time to focus on your business’ public image. If you want your customers to associate your brand with a positive feeling, you must provide incredible customer service. When a consumer has a positive first interaction with your brand, they are more likely to become a repeat customer! If you are a retail or service-based brand, ensure your employees are upholding your brand’s values. If you run an eCommerce business, make sure you have customer service staff to quickly and efficiently resolve any questions or issues. These things go a long way in the mind of the consumer.

Stay relevant:

Staying in front of your audience is an essential aspect of branding! You want your logo and business model to be familiar to them, so much so that they can recognize your branding anywhere. This means you need to be running ads, posting on social media and engaging with your customers!

Develop a brand story:

If you want people to connect with your brand on a deeper level, you need to show them what you’re about. Develop a brand story that explains who you are, what you do and most importantly, why you do it! A compelling brand story is an excellent way to show your authenticity and cultivate brand loyalty.

Remarketing:

Remarketing is a great way to increase your brand recognition and it can also influence your customer’s inertia buying. It allows you to target customers that are already familiar with your brand. It keeps your business in front of their mind, making your brand the first choice when they are in the market for what you’re selling!

Create a remarketing campaign that relies on your stellar branding! Create image or HTML5 ads on the display network that feature your logo, colours, fonts and message! The more customers see your branding, the more likely they are to recognize your brand.

Content creation:

If you want to define yourself as an authoritative brand in your industry, content creation is an excellent way to do it! It allows you to show off your knowledge in a way that is beneficial to you and your followers. Create content that offers tips, tricks and valuable insights to someone that might be interested in your products and services.

Consistent branding:

Finally, it is important to be consistent! This applies to all your marketing endeavours but especially to branding! You must use consistent marketing materials, logos, colours, fonts and messages across all your platforms and campaigns. This is the only way people will be able to recognize your brand at a glance.

 

Learn more about Calgary Branding by checking out more of our blogs on the topic! Click Here.