There are tons of strategies even an amateur marketer can use to increase brand awareness but when one is investing funds onto a website, there has to be tangible returns besides getting the word out. In order to build a successful brand with a digital presence, some of the key formulas include the need for brand recognition and association. To put it simply, ever wondered why luxury brands like Chanel or Louis Vuitton can command up to 5 figures for a handbag when the leather goods market is so blatantly saturated? It is simply because they understand the importance of brand recognition and have found ways to incorporate that tactfully into their designs. Brand recognition includes visual elements that are universally or internationally known, they can be brand logos or colours associated with the brand, such as red and yellow on the Mcdonalds symbol.
Brand association runs deeper on the consumer’s end, it is the first few words that pop into the consumer’s head when a brand name comes up. For example, Chanel is a luxury and Burger King is a fast food. It may seem like common marketing knowledge but newer brands on the market can be hazy with their brand associations and because of that find it difficult to grow a following. The site has to assist the brand in forming these quick associations with clear design elements.