The Difference between Brand Perception, Recognition, and Awareness

When it comes to branding, there are many key words to know and understand. Sometimes they can seem so similar that it’s hard to tell the difference between them. We’d like to clarify the differences between brand perception, recognition and awareness referred to your business.

Perception: We can define brand perception as the impression a brand leaves on a consumer based on sensory information and their experiences and interactions with it. An experience of a brand can take many shapes, anything from having a conversation with a friend about the brand, past purchase experiences, or watching an advertisement. Brand perception can be positive, negative, or neutral, it is important to build a positive brand perception with your consumer and a relationship of trust in order to build brand loyalty.

Recognition: Recognition takes brand perception one step further. and should be considered an integral part of your marketing and advertising strategy. It is the first stage in developing loyal customers. It occurs when you have differentiated your brand enough from others that when looking at several options, customers at least recognize your brand.

Awareness: Brand awareness refers to the ability of a customer to identify your brand based on different attributes. This means that even if your customer does not have your brand directly in front of them, that they are able to recall your brand based on just a broad category or visual aspects like a logo or colors.

We hope this brings some clarity and invite you to keep learning what you can do to step up your brand’s game and get exposure for your business!

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