Children are exposed to branding at early ages. Even though the bands in question aren’t targeting 4 and 5 year-olds, studies have shown time and time again that even young children re able to identify brands. More than that, they even begin to develop brand preferences around this age as well.
This goes beyond recognizing cereals based on a funny cartoon character—in fact, it goes right to the heart of how adults develop brand awareness as well.
Sure, a kid’s preference might come down to logic as simple as “Well, I’ve tried this before and liked it, but that looks unfamiliar to me so I’m going to stick with what I know.” But really, isn’t that where a lot of an adult’s decision-making stems from as well?
Think about it for a second. What child above the age of 4 can’t recognize the Disney logo? A 2010 study showed that Disney is well-recognized logo for children. Other easily recognized brands among children were other entertainment-related items and fast food icons. Not surprisingly, McDonald’s was extremely high on this list.
Experts believe that children are most likely to recognize logos due to pleasurable emotions that they provoke. They are going to recognize logos that are associated with their desires. If their parents get them an ice cream from Baskin Robbins, they kid will always associate the Baskin Robbins logo with ice cream. The same is true with Disney movies (or perhaps now, more accurately, Pixar) and so forth.
Here again is another way in which the logo recognition and influence of those brands affects adults in much the same way as a child. Of course we’re going to be more favorable to a logo and/or brand that we have experienced joy with before.
With that being said, maybe the next time you are evaluating your brand and how to improve it, you should take a look at your logo. Is it something that a kid might easily recognize and find interesting?