Nowadays the brand is facing huge competition in the market. Crucial is customer feedback and awareness through which we enter a wider market. Raising awareness depends not only on the unique design, but also on the strategy and user experience.
What is brand recognition?
Today we are surrounded by digital products that are an important part of our daily lives. We use them every day and spend most of our time in the digital world. The market for digital products, such as websites or applications, is quite large.
Users downloaded a record 204 billion apps in 2019, up 6% from 2018 and 45% more from 2016, and spent $ 120 billion in 2016 on apps, subscriptions and other app spending. The average mobile user, meanwhile, spends 3.7 hours a day using apps. Each new brand wants to be recognizable and memorable in order to acquire a wide consumer base for their products and increase revenue. Brand recognition is the way in which a person can identify a brand by its attribute and details. There is a long way to go for a new brand to raise its awareness. How can you increase the awareness of your digital product?
1. Create a brand personality that fits the right group of customers
It is important to know which group of customers you want to reach to determine the right values for your brand. Creating a brand identity - this is a set of human characteristics related to a brand name - that can identify users and help you build a loyal customer base. People like to use products whose values and personality are similar to theirs. Proper use of customer experience and key brand visualization increases the number of loyal customers. The colors, the main message, the interaction and the visual should reflect the personality of the brand. It is crucial from the outset what your brand aims for, be it sophistication, competence, rigor or sincerity. Brand Story should be emotional and memorable for the customer. Consumers will buy or use your product because it suits their lifestyle and character, it plays a big role in this, the main message and visualization of your brand.
2. Make it simple but memorable
If you are creating a new digital brand from scratch, it can be tempting if it will be minimalist and simple, but keep in mind that this is a double risk. In the market, we can observe the trend that some brands do not actually have branding at all. This applies not only to real products such as packaging or commercials, but also to applications and web products. Minimalist branding can be really appealing, but creating a strong visual style for startups and new companies in the market will help differentiate one product from another and stand out from the crowd.
3. Find the right balance between functionality and uniqueness
In digital products we filter all the elements of the brand and use only those that are crucial for brand recognition, for example:
Example: Dropbox branding is used in ads and websites.
- Illustrations / Icons
The core of a product is usually its functionality and not just the key visual. Მ The main thing is the right proportions. With product design it is essential to be functionally usable for the customer. .An application or website that is your digital product should enable the customer to complete a specific task or solve a problem. The brand should focus on showing customers the benefits of using it. After performing the two essential elements, we need to think about the emotional and creative aspects of the brand. The combination of all this will help you buy loyal customers.
For physical products you can have brand touch options:
- Animation / Motion Design
- The main thing to say
- Also microscopy and UX copy which are slightly different subjects though related to it
- The main thing to say
- Outdoor advertising
- Flyers and advertising materials
- Marketing campaigns
- Printed materials
- Adwords, etc.
Suffering products can be accessed anywhere in the world and by consumers, however the difficulty lies in how convincing and functionally sophisticated your product will be, given that the market is large and there are many competitors offering users the functionally same product, however difficult and confusing to use. Designing the right marketing strategy is crucial - it will allow you to stand out in the market. It can be a unique font, a distinctive color palette or a creative visualization. The more cohesive and consistent your digital brand is, the easier it will be for the user to recognize and at the same time remember it.
5. Find unique brand value in your business experience strategy
When creating your business strategy you need to think about how you can stand out from the competition, with a completely different approach. This can be expressed in tone of voice, brilliant branding materials, unique customer experience, or the launch of an innovative product. Nowadays, we are surrounded by lots of beautiful products. The best way to create a unique product is to think about the main purpose of our product, which you want to create for your customers. Creating a product based on human behavior that will not only "say" something but also help people solve problems is the best approach. Think about how you can solve problems for your customers. Customer experience can be an important element of your brand. Even the best branding will not help you if your strategy and product idea are not well thought out and planned.
6. Illustrations might make your brand stand out
If your brands main message, functionality, design, logo and colors are already planned, we can start thinking about additional elements, such as illustrations, that should be closely related to the brand and the main message, but it should not be overloaded and unnecessary for your product.
So how do you make your digital product recognizable ?!
The consumer is king, especially when you plan to create a new brand from scratch. You should always think about the important values of your customers, their lifestyle and how to achieve your product. This is the key to success, which will help you to express the brand in the right direction. Colors, typography, icons, illustrations, market research, brand elements, values, and the right marketing strategy. The combination of everything will help you in your brand awareness, uniqueness, finding loyal customers and achieving success.