Brand recognition is just as important as consistency. It helps investors decide whether or not to invest in companies. And it also dictates if we as consumers lean towards one product or another.

Drinks are a good example. Coca-Cola has some of the most recognizable brands under its umbrella. Out of the 33 top global beverage brands, the company owns 15 of them, bringing in over $1 billion annually.

Coke’s brand are so integrated into our day-to-day lives that out of the almost 8 billion people roaming the planet, each person will consume at least one of its products every four days.

But how do people connect with companies like this in the first place?

Developing Brand Connections with Customers

According to HubSpot, marketers are juggling multiple audience segments. Most commonly, they’re balancing messaging, visuals, and brand consistency for around three audiences at any one time.

Those who can effectively market to their audiences can experience a whopping 760% increase in revenue with email marketing and a 23% jump in earnings overall. Achieving these impressive numbers means that each interaction with customers became a successful sale that deepened the relationship with the company.

And they managed to do it in the following ways.

Brand Consistency
In a 2021 survey, a third of respondents said brand consistency caused significant growth in their earnings. Customers expect to see consistency across all brand channels, whether it’s a beautifully designed email or social media post. When they see the same logo on a product and read messaging delivered in the same brand voice, among other things, this uniformity leads to selling more products.

Brand Recognition
It generally takes about 5 to 7 impressions with a person before a brand is imprinted in their mind. And one of the easiest ways to do this is through color. Starbucks green, McDonald’s golden arches, and Coca-Cola red are among the most recognizable brand colors today. As a brand element, color is responsible for people recognizing a brand by close to 80%.

Connections to the industry

Brand connections are invaluable to businesses. According to Harvard Business Review, when organizations have “fully connected customers,” these people are considered high-value. Fully connected buyers are so in tune with a business that they’ve become more than consumers. They’re advocates.

Technology brands are among those that customers feel the most connection with. Apple is an example of a brand whose customers have achieved a near-total link to the company. Their fans are rabid consumers of the brand’s latest and greatest releases. It’s not uncommon to still see people spending top dollar for the company’s technology and standing in line for hours on end when new Mac products come out.

Apple’s customers know, like, and trust that the brand will deliver the same experience, from sleek advertisements to out-of-the-box, usable hardware. And because of this, they are among the most recognized and connected brands in the world.

Interest tops the list of emotional connectors
In a survey conducted by Customer Thermometer, they asked 1,000 people what emotions they felt towards the brands they bonded with. The results that made the top of the list were “interest,” followed by “optimism” and “trust.” What was even more surprising was interest was the primary emotion towards a preferred business for over 70% of respondents.

And when broken down based on gender, female-identifying respondents felt interest was a connecting factor by close to 5% compared to their counterparts. When customers felt either trust, interest, optimism, or a combination of these emotions, they indicated higher levels of brand loyalty and satisfaction.

As more companies work harder to gain customer trust and become one of those recognizable brands, they’ll need to ensure they’re delivering distinctive experiences to their customers. To do this, they’ll need to distinguish themselves as one of the brands that hold their customer’s interest and create stronger bonds with them.

Conclusion

Brand recognition is directly tied to revenue, with over 75% of marketers stating that their campaigns are responsible for their businesses earning more.

Marketers will need to use their ads and content to speak to the segments they’re targeting in ways that speak their customers’ language and present the brand as one that truly captures their curiosity and holds it entirely.