A lot of PR strategies focus heavily on ways to increase the familiarity of the brand, but why exactly is brand recognition so important? As a term, brand recognition relates to the way in which existing and potential clients and customers recognise and connect with your brand. After hearing the name of the company, seeing a memorable logo or even hearing a jingle or a catchphrase, people immediately associate this with the products or services the brand offers and the image the company has built up. Numerous studies have demonstrated that people are more likely to opt for a company or brand they are familiar with and feel they can trust. This, amongst other reasons, is why building brand recognition is so important. How to build brand recognition When it comes to building a successful, reputable and, above all, memorable brand a strong online presence is incredibly important. A well-designed, well-optimised website which makes a feature of the company’s brand will help you to do this. You may think that small companies aren’t as capable of developing strong brand recognition as those with an unlimited marketing and PR budget. This really isn’t the case; all you need is a resourceful and shrewd PR agency, one that is experienced in building brand recognition.