Brand Recall

Brand Recall is the likelihood of instant recollection of the name of a brand by a consumer when prompted with a product or service or any other association with it.

In simple terms, brand recall is a qualitative measure of the consumer’s ability to remember the name of a brand. It is a component of brand awareness which measures the spontaneous recall of the brand from memory when the customer is prompted by the product category.

Importance Of Brand Recall

Being at the top of the mind whenever the consumer thinks of a product category is the ultimate aim of every brand as it not only leads to increased sales, but it also helps the brand carry out its word-of-mouth marketing strategies, referral marketing strategies, etc.

Builds Brand Equity

Brand recall builds brand equity for a brand’s products by ensuring that its superior quality and reliability is etched in the memory of consumers.

Creates A Competitive Edge

Brand recall is one of the factors that lie at the top of the marketing funnel and reflects the first stage of a buyer’s journey. Brand recall signifies comfort and familiarity with a certain brand. It provides an edge over the competitor’s brand while making an actual purchase decision.

Boosts Sales and Market Share

The brand recall for a company is directly proportional to the likelihood of actual purchase of a product or service offered by the brand. It plays a significant role in facilitating repeat purchases.

A positive brand recall ensures behavioural, cognitive and emotional loyalty of consumers towards its existing and potential products and services.

Measurement:

Brand managers can ascertain the effectiveness of the branding strategies deployed for a company by measuring brand recall with this formula:

Percentage Brand recall (%) = (Survey Respondents who correctly identified or recalled your brand/ Total number of respondents) X 100

Types:

Aided Brand Recall

In terms of aided brand recall, the respondents are given an external hint which acts as an aid for them to recall the brand in the discussion.

Unaided Brand Recall

Unaided Brand recall implies when a consumer or respondent recalls the name of the brand without any aid or hint.

A brand’s value is directly connected to its presence in the memory of consumers. Quite simply, if a customer remembers a brand, he is likely to buy that brand. If he doesn’t remember it, he will buy the one he remembers. Thus, for a brand, it is important to set itself in customers memory.

Strategies:

Brand Partnerships

Brand Partnership is a mutual agreement between two or more brands to help one another in increasing brand recall, exposure, breaking into new markets and providing value-added services to the consumers.

Communicate Well with The Target Audience

Consistent communication with the target audience enhances Brand recall. Social media can be leveraged through modes like Facebook, Twitter, Pinterest and Instagram. The Brand’s followers constantly lookout for updates from them on these platforms.

Develop An Unforgettable Brand Tagline

One of the most effective ways to draw attention and enhance brand recall is developing an unforgettable tagline. A tagline should be such which points towards the benefits of a product while parallelly conveying the Brand Purpose.

Humanize The Brand

It is a commonly known fact that people respond to people as opposed to a faceless organisation. Humanizing a brand involves connecting the ideas of the company with the people involved with the brand.

The employees, the customers and strategic partners should be used as brand ambassadors of the company and their story of growth with the company must reach out to the audience. This realistic connect will ensure a greater Brand recall for customers.

Focus On the Upkeep of Brand Reputation

It is important to identify and eliminate all the potential reputation risks that may undermine the hard-earned reputation of a brand. While a brand recall is a boon, it may act as a bane if negative recollection takes place in the minds of consumers.

Define The Brand Purpose

Brand Purpose is the reason for the existence of a brand beyond generating revenues. It answers the question “How does a company improve the lives of its consumers” or “What is the idea that drives a particular brand”?

Develop Catchy Brand Logo Design

A brand logo lays the foundation of Brand Identity. It grabs attention, differentiates the company from its competitors and makes a strong first impression in the minds of consumers.

An aesthetically pleasing logo triggers a positive recall about a company’s brand. It serves as a great hedge, in case the name of the brand is forgotten, by crystallizing the brand’s profile.

Create A Brand Story

Creating a brand story involves making an emotional connect with the audience which becomes a part of their memory. The narrative of the story could highlight conflict and resolution.

Build A Brand Personality

Building a brand personality implies providing human characteristics to a certain brand like competence, toughness, sincerity, sophistication etc. For example, the brand Nike has built its personality as Athletic. Therefore, it appeals to all athletes no matter which sport they play.

Define The Brand Proposition

Brand Proposition is simply the problem which a company’s product is solving for the consumers. It is the promise that the brand delivers to its consumers through its product or service.

Develop A Brand Profile

A brand profile is a brand’s identity which encompasses all the decisions made by the company’s marketing agency in terms of communication, web presence, brand values and preferences, packaging, graphic design, etiquettes of the office staff, brand’s take on relevant socio-economic issues etc.