7 reasons why brand recognition shouldn’t be a marketing KPI

7 reasons why brand recognition shouldn’t be a marketing KPI

Often when I speak to potential customers, they are keen to increase their brand recognition. I can understand their reasoning – they want more people to know about their business. And that sounds, on the surface, like a reasonable marketing objective. 
 
But it’s not!
 
Here are 7 reasons why brand recognition should NOT be a marketing KPI: 
  1. Enron
  2. Bill Cosby
  3. Barings Bank
  4. VW
  5. Exxon-Valdez
  6. Bonsoy
  7. Trump University / Steaks / Vodka / insertproducthere
These are all brands that have high brand recognition – for all the wrong reasons!
 
Brand recognition can be a positive or a negative thing. You definitely don’t want your brand to be recognised for the wrong reason. If ‘brand recognition’ was your only objective, let me introduce the tools of ‘sexual scandal’ and ‘customer fraud’…
 
Brand recognition on its own isn’t an objective. What is more important is consideration – not just being top of mind but also being a brand that your target market trusts, has a favourable impression of and would consider purchasing from. 
 
If you’d like help getting your brand in front of the right people in the right way – and achieving high brand consideration – get in touch with Atomic Tangerine!
 
Sybil Williams
Founder & Growth Catalyst