Building brand recognition
Let's talk about brand recognition! My favorite example of how brand recognition works is when I see my three-year-old, who obviously can't read yet, identifying which of his cars are Hot Wheels and which are not.
It's all about crafting a unique and memorable visual identity, maintaining consistency, and building positive associations. Repetition and clear visual hierarchy are key too! The Hot Wheels’ visual identity is more than 50 years old and has evolved eight times, but it’s remained unique, readable, memorable, clean and bold!
Humblebrag: I recently talked all about how to create a consistent brand experience with Marcus Schaller for his podcast “Attract Your Ideal Customers.” I hope you’ll have a listen!
Now, let’s find out more about what creates brand recognition using Hot Wheels as our vehicle. It’s so key to what I - and what successful businesses, I think, do.
Distinctive visuals: Hot Wheels has a distinctive and memorable logo with a vibrant flame design. Even though the child can't read the brand name, they can recognize this unique visual symbol associated with Hot Wheels.
Consistency: Hot Wheels maintains consistency in its logo and product design. The child has seen this same logo on toy cars, packaging, and maybe even clothing. This consistency creates a strong visual memory.
Positive associations: If the child has had positive experiences playing with Hot Wheels cars, they are more likely to recognize and prefer them. These positive associations further strengthen brand recognition. You can imagine, too, that the bright colors and playful flame shape that the logo takes are enticing to Hot Wheels’ target market.
Repetition: Repetition is key in brand recognition. Kids will typically encounter the Hot Wheels logo multiple times during playtime or at the store, reinforcing their ability to spot it.
Visual hierarchy: Even without reading, the child has learned to recognize visual hierarchies. They understand that the logo on the toy car is important and distinct from other elements, helping them identify it.
In this way, brand recognition isn't solely about reading or understanding words; it's about creating a visual and emotional connection with a brand. Companies invest in creating memorable logos and consistent branding to ensure that, even at a very young age, consumers can identify their products and form positive associations with them. The entrepreneurs and small businesses I work with are successful, in part, because we’re focused on brand recognition.
