Brand recognition is that seemingly eternal marathon. Unless you’re Nike or Uber, it’s tough to stop running in search of the finish line where everyone knows you. And then when you become the Nike or Uber, your recognition efforts morph into reputation management.
To gain the brand recognition they’re looking for, business leaders may think they need to sink large sums of money into advertising, blow up their social media feeds or score some PR hits.
And then what if none of that works?
Recognition is one of the pillars of our proprietary H.A.L.O. business system, the one we started talking about in a previous blog. It’s one of the six challenges faced by every business. Why?
Because statistics indicate it takes up to seven interactions for people to remember a brand, yet it takes only seven seconds to make a first impression. That means that any efforts to build brand recognition that aren’t rooted in strategy could seriously backfire in the most detrimental of ways.
Which is to say, you could turn someone off before they even give you a chance to prove yourself – as a brand.
Where many agencies may dive directly into tried-and-true tactics promising to solve recognition challenges, we take a different approach. Our H.A.L.O system requires that we go deeper to understand the root causes of recognition challenges — and, spoiler alert, the root causes may be something other than what is expected.
Brands may not know where their audiences are, and even if they do know where they are, they might not be speaking to them in a way that fosters brand loyalty. That creates problems which result in inefficiencies and leads to losses and frustration.
Because banner ads and social media posts only gain traction if they include strategic messaging and are deployed in a way that meets a target audience exactly where it is.
We’ve seen it happen with a number of clients. We’ve watched them come to the table with revenue struggles, which we discover are actually tied to recognition problems, which — through our work — we find are rooted in outdated, misaligned messaging for an audience that isn’t fully understood.
As an example, of course.
Recognition challenges might also drive back to a subpar visual presence involving lackluster creative, missing or deficient SEO initiatives or misaligned relationships. Solutions may involve creating strategic partnerships, investing in insight-driven SEO strategies and reimagining the brand’s look and feel.
So, if it’s starting to sound like everything fits together, there’s a reason for that. Everything does fit together, which is the very essence of H.A.L.O. It’s a Holistic Approach that produces Leveraged Outcomes.
More than that, a well-researched strategy gives a “why” to every marketing move. And at WHYFOR, we only like the moves we can measure. Despite popular opinion, recognition can be measured.
We’ll show you how.
To learn more about how our proprietary H.A.L.O. business system can help your brand recognition, download our one-sheet.
We’re not angels at WHYFOR, and we don’t think we are, so don’t let our fun wordplay fool you. H.A.L.O. is our system. It’s how we do what we do. It’s what sets us apart from every other agency out there.
And we figured it was time to pull back the curtain on it.
Because we don’t need anyone assuming it’s an actual halo. It’s not. H.A.L.O. stands for Holistic Approach Leveraged Outcomes. And we’re going to pull those concepts apart to make sure brands and the professionals leading them understand how and why our approach to marketing is different and, most importantly, effective.
For starters, H.A.L.O. is not a marketing scheme. It’s not a plug-and-play or a template. It’s a business system, one that looks at an organization or brand on the inside and out, from operations to communications and everything in between. One that examines a brand’s DNA, analyzes its audiences and researches the best way to reach them.
And that’s just the beginning. Actually no, that’s all more toward the middle. That’s more like the thick of it.
H.A.L.O, from the get-go, recognizes that every business, every brand, every organization faces the same five challenges. No matter what — business leaders face the same five issues. (Yes, that was worth repeating).
And each of those five issues have the ability to impact revenue, which is a universally accepted goal. Increase revenue, period. It’s what every sales meeting boils down to, what every forecast points to, what every organization needs for growth and prosperity.
Our H.A.L.O. system is also our logo — that geometric shape with a Y in the middle. It’s the platform we use to connect the dots, to show business leaders how one issue influences another and how any deficiency can negatively impact revenue. If we could have two logos (which we’d never advise) it might include a light bulb, because those are the moments we experience with business leaders as we work our way through our H.A.L.O. system.
Our approach boils everything down instead of building everything up. It bypasses all the marketing buzzwords and formulaic philosophies used by most agencies in favor of terms everyone understands.
We use words like “relationships” and “retention,” “recruitment” and “reputation.” Clean, simple, universal concepts that can easily be understood across any organization.
Because simple doesn’t mean “less than.” To us, it means it’s accessible. And accessibility is key to adoption and adoption is key to success.
So over the next few weeks, we’ll dive into each of the five issues we know every business and every brand is facing. Yes, we understand there is nuance and context to different industries and different products, but the root issue is always one of five things.
We’ll unpack it all and illustrate how our H.A.L.O. system unearths the obstacle and ties together tailored solutions. So, check back for our next installment, and until then, take a look at our H.A.L.O. one sheet.
It summarizes our unconventional approach.