Brand Recognition vs. Brand Exposure: How Are They Different?

Let’s kick this off with an interesting statistic or two, shall we?

Five is the minimum amount of times that you’ll have to make a good impression of your brand. That’s brand recognition.

90 percent of consumers want a comparable experience across platforms when engaging with one brand. That’s brand exposure.

The fundamentals of brand recognition and brand exposure may seem very similar but at their core, they’re two very different concepts. Keep reading to find out how they impact your business.

What Is Brand Recognition?

Brand recognition is described as the target customers’ abilities to identify and recognize your brand purely through visuals, products, or messaging.

So how does one start?

Brand recognition almost always starts with the process of a brand audit, from there you’ll determine buyer personas and you’ll design your style guide. These three things will determine the brand recognition strategy that you go to market with.

How To Build Brand Recognition

Creating brand recognition with your audience is a process and cannot be done overnight. It’s done through strategic thinking of all elements and touchpoints of your brand.

You could start by auditing your brand, asking questions like:

1. How do you want your brand to be known?
2. What makes your brand unique?
3. What story can your brand tell? How can people relate to this?
4. How will your marketing look? What will it feel like and sound like?

These things bundled together are what will help you build brand recognition positively over time.

What Is Brand Exposure?

Brand exposure is another element that you need to build a powerful brand. Brand awareness is really a cog in the brand recognition wheel.

When we talk about awareness, we’re talking about the unique parts of your business that show what value your company adds to the market. Awareness really focuses on the attributes of your company that are highlighted through means of communication, messaging, visuals, and more.

It’s the ‘how’ behind sharing your brand, whereas recognition is the ‘effect’ these elements create.

How To Build Brand Exposure

The process of building brand awareness is really about providing the best possible service and product you can to the market.

Then, it’s how you use this reputation to market yourself online and in real life through exposure and awareness tactics.

Basically, the more places you appear that are relevant to your business and brand, the higher your brand exposure will be. Like this web design company that can help you appear in more Google searches, that’s increasing brand exposure.

Boost Your Branding

Brand recognition is how your brand is going to the attention you want it to while brand exposure is how you’re going to promote loyalty within your customer base (and find new customers too)!

Remember though, that how you grow both concepts should never be done in isolation from one another.

Your brand is the umbrella that needs to house all efforts to ensure optimal consistency and true brand recall.

Don’t go anywhere, we’ve got more great business-related content if you head to the business category of the blog.