Why is it crucial for your brand to be recognised when it comes to online success?
As we launch our interactive Brand Recognition Quiz, we delve deeper into the importance of being a recognised brand and the ways you can build on your brand in the digital world.
Behind every familiar logo is a successful digital strategy designed to boost a business’s brand awareness. A recognised and trusted brand is valued highly by Google and is considered a ranking factor in the SERPs. This comes back to Google’s aim of wanting to provide the best user experience.
Our experts have been taking a closer look at the importance of being a recognised brand and the tactics you can begin to implement in order to build your brand online.
Egle Gudiskyte for SEO
A recognised and trusted brand is valued highly by Google and is considered a ranking factor. Google wants to serve results users want to see, and more often than not people want to see brands they recognise. Meaning it is very unusual for brands not to perform well in organic search.
Brands tend to be searched for more, clicked on more and are the results users expect to see.
Brand reputation and SEO
Having a presence in the top results in organic search can help to build a brand through exposure to a broader audience. By owning more of the SERP real estate through local information, knowledge graph panels, People Also Ask boxes, featured snippets and video content, alongside a successful digital PR strategy, will help with natural brand building.
When it comes to trusting a brand, most people rely on reviews. And because reviews are user-generated content, they’re given importance by the search engines as well. Review signals have been identified as a ranking factor in Google’s guidelines.
A good SEO strategy should include a provision for online reviews, especially for local businesses. Alongside proactively seeking reviews, an effective strategy should closely monitor a brand’s awareness online.
If you have a strategy in place to increase brand awareness, one of the ways you can start to measure the success is through people searching for your brand. Even better would be measuring your brand + your product/service as this will give a clear indication of users recognising the brand and your offering.
Have you taken our brand recognition quiz? If not, see how many of the 14 international brands you recognise here. If you are looking at expanding and strengthening your brand, get in touch with our friendly team today.
Christian Mulder for PPC
Resorting to ‘brand protection’ bidding and measuring paid search success solely by looking at post-click conversion rates is a strategy that we see way too often and not one that is conducive to spurring brand awareness or traffic growth. Though cross channel attribution solutions are often expensive and complex to implement for advertisers with smaller advertising budgets, there are inexpensive tactics that can be employed to reveal a greater level of accuracy into the value of ‘brand building’ / ‘top funnel bidding’ – categories that generally have higher CPAs and lower CVRs than branded search or retargeting display.
Attribution & Event Tracking
Using a non-last click attribution model within Google ads (ideally, data-driven, but position based or linear will also work better than last-click if conversion volume against a unique conversion action is too low to qualify for data-driven attribution) is a great way to see how certain keyword categories are being used in a searchers decision journey. Implementing Facebook attribution (via the use of a Google ads script) will also highlight how Google and Facebook are working together, and how certain campaigns, keywords or ads are potentially being over / undervalued.
Using softer KPI actions can also be a great way to spark engagement on site and measure non-branded search and prospecting display campaigns, which can be used to build RLSA audiences or email databases for subsequent advertising. Using sequential segment reports or Goal / Event flow reporting in GA can be a great way to see overall uplift in branded search from introducing the top-funnel generic activity and softer KPI actions on site.
Brad Geddes states that there are certain types of keyword categories – transactional, navigational and informational. For the ease of explanation to clients, I have termed another segment ‘competitive’, which is a disruptive mechanism to make things harder for competitors, as opposed to a sustainable long term strategic tactic to obtain new customers. I find that labelling each term within the account into one of these four buckets, and directing them to different landing pages with different actions, KPI’s, ad copy messaging, bidding strategies and expectations, is a great way to keep track of the different stages within the funnel that we are catering to.
It’s easy to say that an increase in X (i.e. generic search) will have an impact on Y (i.e. branded search), but using inexpensive tactics to determine the cause and effect of investment in ‘brand building’ activity is a great way to justify its importance within the paid search environment. For the more advanced clients with larger marketing budgets and a desire to understand how every channel works together in achieving a primary outcome, an advanced attribution solution is definitely worth exploring.
Nicole Geekie for Studio
Brand trust is one of the most valuable assets in a business, with brand loyalty being a direct result of a consumer’s level of trust.
So what is brand trust and how is it acquired? In short, consumers trust brands they recognise.
For consumers to trust your brand, they need to feel they know you. To know you, they need to be able to instantly recognise you in different situations. When aiming to create and encourage brand recognition, consistency is key.
The Three Pillars of Consistency
Your brand should remain consistent across every channel and interaction experienced by consumers. In general, there are three crucial pillars of brand consistency to consider:
- Visual identifiers
- User experience
- Brand values
Visual identifiers relate to anything that identifies your brand visually. This includes (but is not limited to) your logo; your use of colour, typography, layout, illustration, icons, and imagery; and the slogans you use. These identifiers become your brand assets and should be used with consistency across all marketing campaigns, channels and touch-points. By implementing a consistent use of visual identifiers, your audience is able to learn who you are and how to recognise you. Ultimately, this consistent recognition builds credibility and trust.
The second pillar of user experience relates to the consumer’s experience of your brand. Providing a consistent and clear user experience at each stage of the user journey is critical both online and offline. This consistent experience nurtures trust, reliability, and confidence in your brand.
The third pillar involves brand values. These are the foundational values that your brand commits to deliver to your customers. They are your mission, your vision, and your USPs. A 2019 study by Edelman explains that 81% of global respondents consider a brand’s values when making a purchase decision. Overall, what you stand for and your ability to put your words into action impacts on your consumer’s level of brand trust.
Ed Raine for CRO
There is no denying that a trusted, known brand will benefit from a higher conversion rate than an identical website that users are unfamiliar with. However, the logo (or identity) doesn’t need to be a reason, it is more often the values and proposition that businesses stand for – be it fast delivery, quality customer service, innovate approach or something similar.
It is therefore important to understand what makes your business a “brand” and what differentiates you from your competitors. You should use this to your advantage when it comes to conversion optimisation and multivariate testing, helping new users to feel similar emotions of trust and love for a brand they’re yet to experience.
Creating brand trust
If people don’t know your brand, it’s hard for them to trust it. However, social proofing can help users trust your brand via other customer’s experiences. Think hard about the format of content which is going to do this best and how much of it is required to create a sense of trustworthiness. Video reviews are becoming increasingly powerful, but don’t overlook simple text-based reviews that websites like Amazon have been built off!
Intuitive and delightful UX
There is nothing that damages trust for an online business more than a website that doesn’t work. An entire company has a shared responsibility to test how a website performs and ensure nothing is broken. This should include different devices, different browsers, as well as replicating desired actions – for example, purchasing through a checkout.
David Hills for Social
With social becoming a more competitive space for businesses it’s crucial that companies don’t approach their audiences with a ‘One-Size-Fits-All’ strategy.
The brands that build the strongest engagement on social platforms are the ones which strategically marry both the message and creative together, to successfully speak to their target audience. Spending time devising engaging and meaningful content which resonates with the target audience will, in turn, cause more people to advocate your brand and drive engagement to reach a wider audience.
Top tactics to help build your brand online through Paid Social:
Particularly for lesser-known brands, it’s important to understand that not everyone may be ready to convert. Through understanding your audience and tailoring content towards them, you can nurture people down the funnel and ultimately build brand recognition along the way. This way you are top of mind when they are ready to convert.
With so many brands competing for space, ensure you stand out from the rest. There is a wide variety of placements and formats on social platforms with different results they can achieve. Test which works well for your audience, ensure the outcome aligns to what stage in the funnel they are in.
Brands that build the strongest recognition are those that ensure their overarching messaging and creative is consistent across all platforms and placements. This helps to build trust with your audience.
Have you taken our brand recognition quiz? If not, see how many of the 14 international brands you can recognise here. If you are looking at expanding and strengthening your brand, get in touch with our friendly team today.