Brand recall occurs when buyers can remember a brand independently, without any assistance.
You recognise a brand as soon as you hear its name or see its logo, even if no one points it out.
This is important for businesses because it indicates that their advertising is effective.
People are more likely to buy from you again and recommend your products if they remember your brand.
To gauge how well people remember a brand, companies might ask if they recall a specific brand or show logos to see if they recognise them.
To help people remember your brand, ensure it appears consistently across all channels, create memorable content, and foster an emotional connection with your customers.
Overall, brand recall helps brands stand out in a crowded market and encourages customer loyalty.
Brand recall is vital because it helps companies stand out from competitors in a market filled with identical products and services.
- Business opinion: Branding in the age of entrepreneurship and industrialisation (Part 23)
- Business opinion: Branding in the age of entrepreneurship and industrialisation (Part 23)
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Customers are more likely to choose a brand they can quickly remember and recognise.
This distinction is crucial for gaining an advantage over rivals and increasing your market share.
It enhances customer loyalty and repeat purchases. When people recall a brand positively, they feel as if they know and trust it.
Customers are more likely to remain loyal to a brand if they have good memories of it.
Customers tend to buy more from recognised brands than from unknown ones, leading to repeat purchases.
Additionally, dedicated customers are more prone to share their experiences with others, boosting word-of-mouth marketing.
Increased brand equity: Brand recall plays a significant role in building and enhancing brand equity. Brand equity refers to the overall value and strength of a brand in the market. Consumers perceive brands that are easy to remember as more valuable and trustworthy. This positive perception can lead to higher prices, attract investors, and create opportunities for brand extensions and partnerships.
Good marketing ROI: Brand recall measures how well your marketing performs. When people remember a brand, it means the marketing message has made an impact and stayed in their minds. This ensures that marketing spending results in a higher Return on Investment (ROI), as the brand remains memorable, leading to increased sales and revenue.
A good brand image and reputation:
Brands that are easy to remember often enjoy a positive image and reputation among consumers. This is because repeatedly encountering the brand across various marketing channels builds trust and credibility. Customers tend to be happier and more loyal to a company when they hold good feelings towards it, as they trust their choice of products or services.
Long-term sustainability: Building brand recall isn’t just about making money in the short term; it’s also crucial for long-term growth and sustainability. Brands that invest in creating lasting memories and connections with their customers are better positioned to adapt to changes in the market and customer preferences. Businesses can continue to generate revenue and remain relevant in the market over time by fostering brand loyalty and advocacy.
In the long term, entrepreneurs should aim to develop both brand recall and brand recognition. Pan-African entrepreneurs need to employ strategic techniques to engage customers and build and enhance brand recall and awareness. Here are five effective ideas:
Consistent visual identity: Use various logos, colour schemes, and design elements to give your brand a unified appearance. The more frequently these visual aspects are used across different platforms, the easier it becomes for people to recall and recognise your brand. In a crowded market, a distinctive and consistent visual identity helps your business stand out.
Memorable taglines and messages: Create short, catchy taglines that sum up what your brand is all about. Your target audience should be able to relate to these taglines, and they should also reflect what your brand stands for. Clear and easy-to-remember messaging helps people recall and recognise your brand. Repeating a catchy slogan or message reinforces it in people’s minds.
Storytelling and engaging content: Write content that conveys your brand’s narrative in a way that resonates with people. Sharing stories is an effective method to connect emotionally with customers. When customers feel something for your brand, they are more likely to remember it. Share your brand’s story through various channels, such as videos, blogs, and social media, to create a lasting impression.
Strategic multi-channel presence: To maximise exposure for your brand, you need to be active on more than one channel. Use social media, traditional advertising, events, and other platforms to consistently showcase your brand. Using multiple channels ensures that people see your brand in different contexts, helping them remember and recognise it. The aim is to make your brand always visible, so people will automatically recall and recognise it.
Engaging with customers and ensuring their satisfaction: Connect with your customers and create positive experiences with your business.
Offering excellent customer service, replying promptly to questions, and seeking feedback all significantly aid in memory and recognition. Customers who are pleased with your brand are more likely to remember and recognise it. If they have positive experiences, they may become advocates for your brand, increasing its visibility.
To improve brand recall and recognition, you need to establish a consistent and memorable brand identity, create engaging content and stories, maintain a strategic presence across multiple channels, and ensure positive customer experiences. All these elements work together to make your brand a well-known and trusted choice in people’s minds, enhancing both recall and recognition. To build a strong, lasting presence in a competitive market, you must be consistent, connect with your audience, and tell a compelling brand story.
Until then, think, eat, sleep, and dream about branding!
- Dr Farai Chigora is a businessman and academic. He is the head of business science at Africa University’s College of Business, Peace, Leadership, and Governance. His doctoral research focused on Business Administration (Destination Marketing and Branding Major, UKZN, SA). He can be contacted for feedback at [email protected] or via WhatsApp mobile: +263772886871.
- *Dr Tabani Moyo is an extra-ordinary researcher with the University of North West, South Africa’s Social Transformation School. He holds a Doctorate in Business Administration (Research focus on new media and corporate reputation management, UKZN), chartered marketer, fellow CIM, communications and reputation management expert based in Harare. He can be contacted at [email protected] @TabaniMoyo (X)
