While for the unfamiliar it can sound like fancy marketing jargon, brand recognition is actually a straightforward concept.  It refers to the idea that your target audience will be exposed to your brand at multiple "points of contact" . These will vary for each individual. One may hear about your company through a video at a conference, then later see someone wearing one of your company's t-shirts. Another person may see one of your brochures, then go home and visit your company website.

An individual's willingness to make a purchase, or form a business relationship is often based on their exposure to and familiarity with the brand in question.

so if a person sees a company website that looks one way, a company t-shirt that looks another way, a promotional video that looks different than either of the above....you fail to build trust and familiarity and instead build confusion about if all of these points of contact are with the same entity. In short brand recognition is something important to consider as you ensure your company image is consistent across all points of contact.

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