Ok, so you aren’t Nike, Google, or Target but you wouldn’t mind a piece of their brand recognition, right? You know brand recognition when you, well, recognize it. But why is it important for your business?
Here’s a scenario: you are driving and dog-tired and have been randomly slapping yourself in the face to stay awake. The idea of Starbucks has become your obsession for the last 30 miles. You start watching the signs on the interstate with a new ferocity—the ones that appear a few miles before each exit sporting a half a dozen logos that promise you the glorious choices of fast food heaven.
Brand recognition impacts you each and every day!
You approach a sign…you feel like the Terminator with retinal scan capabilities. Red circular blob, no. Blue square-ish thing. No. Looking for green and white face-like image—with squiggly lines…looking, looking….and there it is. You have not read a word yet—you have just seen the faintest, vaguest of shapes, but you know there’s a Starbucks in your immediate future.
How? How did the human eye do that? Turns out it has a lot to do with how the company decided to present its logo to the world – not just the colors, but the space between them, the size of the logo in relation to the background, a lot of things that finally go into a style guide so that those elements are consistent across a variety of platforms. All of that helps the eye say to the brain, “Yes, this is definitely Starbucks.” All of this ensures their brand recognition.
Take a look at their style guide to see how intensely serious they are about these details: Starbucks-StyleGuide
If you are starting a new business or working on a re-brand, this is a good time to begin thinking about these details, too. Deciding on consistent branding for your print material, packaging, website, business cards and other platforms, creates a professional, recognizable and potent brand.
Here are a few questions to help you generate some ideas around your brand recognition and, if you want, create a style guide of your own so that these guidelines are followed to the “T” by anyone you engage in the process. You can even ponder them as you pull back on to the highway with your double shot latte.
Questions to ask about your logo:
Should the logo look the same for both web and print?
What will the logo look like on a white background?
What will the logo look like on a colored background?
What will the logo look like on a photo background?
How much space needs to be left around the logo?
What is the minimum size of the logo?
Questions to ask about your font:
What color is the body text for print and web?
What color are the headers for print and web?
What are the sizes for each?
Can the fonts be bold or italicized?