For most consumers, branding is simply the creation of a logo and standardizing its colors. This is why many of them find it difficult to distinguish between competing products which eventually causes brand confusion. From a textbook definition, brand confusion occurs when a buyer is exposed to an advertisement for Brand A but misconstrues it for Brand B, therefore, purchasing that of Brand A instead of B. You may ask, does that happen? Yes, it does. It can stem from the lack or overuse of elements that may be observed in your advertisement, packaging, product, or logo. Too many complex and conflicting elements often can cause brand confusion, which weakens any marketing message’s stimulating effect. Luckily, you have this list of 6 dependable tips you can consider so both your old and potential consumers can always recognize your brand uniquely:
1. Allow for consistency and precise definition.
Being transparent and consistent is key to having a brand recall. When you name your products creatively and consistently, consumers can remember everything associated with your brand. Think of what the technology company Apple did to their product names. Perhaps you noticed that their products all have the letter “i” as the initial letter — iMac, iWatch, iPhone, iPad. Product names are often the first encounter of consumers with your brand. Hence, it is only essential that yours are authentic, compelling, easy to remember, and have a formidable impact so they can resonate with your target consumers. In other words, if you want to build a lasting brand impression and reputation, you start with a firm product name. Your first product’s name should be the baseline of your other succeeding products.
2. Create a logo that stands out.
Your logo should be distinctive and looks far different from your competitors. Remember that your logo is the visual representation of the entirety of your brand and all the advocacies you uphold, so it must speak for itself. The character of your brand should reflect on your logo and should encapsulate all the values and promises you wish to stay true with your consumers. Clear sketching, refined edges, shadows, and artistic style all tell your story, so be sure to be keen on the elements you put. Ensure its readability and comprehensibility to avoid confusion.
3. Review your color palette.
The color of your brand greatly influences consumers in making a purchase decision. Think of two apple pies on the table. The one with the better color will most likely be the first bite of everybody, even if it tastes bland. The medium-light brown glistening of butter and cinnamon sugar looks more appealing than a simple dry brown. Color influences consumer action. It is not only your products’ color palette that should be critically selected but more so for your logo as its colors influence how consumers perceive your brand’s personality.
Think of how the color red is reminiscent of Coca-Cola, blue with Pepsi, or how you can recall Mcdonald’s with the color combination of red and yellow. In Oberlo (2020), it was revealed that using a signature color can increase brand recognition by 80%. Through a color combination different from your competitors and sticking true to your color selection from packaging to product, you can help your consumers avoid brand confusion.
4. Make everything follow.
According to LucidPress (2019), being consistent with your brand means ensuring that your brand’s values, image, and the message is of the same nature across all your channels. In addition, they also revealed that consistent presentation of a brand is seen to increase revenue by 33%. These are reasons why marketing departments strive to ensure uniformity on all business elements — from staff uniform, letterheads, language, and even physical appearance, everything must look relative, if not the same. If all of these things help to remind your consumers of your brand, then confusion will not threaten your consumers.
5. Standardize through social media.
On Global Web Index (2020), more than 40% of e-commerce consumers use social media to research brands and products. With this many potential customers sitting in front of their screens, you can standardize your look and brand appearance through social networking platforms. You can creatively campaign your brand there and stir clamor so you can gain traction and make lasting impressions. Make your followers active by throwing in topics for discussions or even inviting them to one of your virtual corporate events for consumer engagement. Others make valuable content that everyone who can relate may share with their networks. Promoting your brand this way can gain you more popularity, increase brand awareness, and display company culture, so you can be sure your brand will not be mistaken for its opponent.
6. Reinvent your brand when necessary.
Lastly, you also would need to check whether or not your brand is riding the trend waves or not. Otherwise, you just might need to rebrand. Perhaps your list of services has grown out of proportion or simply lost the competition to another brand. For whatever reason, you have to know when to make some changes to your brand kit.
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