How To Build Familiarity with Communication

The Relationship Between Connection and Communication

People need to know a bit about your brand to feel they are familiar with it. It’s important that they understand a little of who you are, so that you stick in their minds, even with the slightest of interactions. Communications are an effective way to do this, as the impact a brand can have when it communicates is disproportionate to the amount someone may actually encounter a brand.  

To make sure people know who you are, consider the following actions.

1. Does your visual identity catch the eye? Make sure that the way your brand presents itself is arresting. A visual identity that’s fresh, unusual in its category and embodies the brand’s attitude is a brilliant way to make sure people notice and remember a brand.

2. Does the way you talk capture attention? Think about how your brand can say things in a way that people remember. Evolving your tone of voice to be unique means that people will recall what the brand has to say. Try and find new ways to illustrate the same benefits, or explore entirely new benefits to hero. There’s always an unmet need, and you could be noticed for being the first to approach it.

3. Are you using your media channels to achieve the greatest impact? Understand the way your brand is presenting itself across media channels. Are there any that aren’t pulling their weight? Make sure that you use formats in an interesting way, with special builds or borders, for example. Use your space in the world in an unusual way, so that people sit up and notice your brand.  

What should you do next?

• Think about how to make your visual identity catch people’s eyes and become fixed in their minds.
• Evolve or change the way you talk, or what you talk about, so that it’s distinct and memorable 
• Make sure that the way you’re using all your media channels is disruptive and innovative.

How to determine if it’s working.

• With actioning the ideas above, the brand should see a rise in its Familiarity score on the platform. As people become better acquainted with the brand, there is likely to also be a rise in Awareness scores, as more people come to know of you.  

• There will be more click throughs and general engagement with your brand on digital channels.
  
  Guidance from:
  Searsha Sadek | Head of Brand Partners, ProQuo AI
  
  Searsha has always grown brands in advertising agencies: from haircare and frozen food to spirits and streaming services. She focussed on how communicating explicitly and implicitly is key.