Will people forget your brand the second it’s out of sight, out of mind? Will it melt into a mishmash of memories? Brand marketers can minimize this risk by optimizing a measurement called brand recall. Also known as ‘unaided brand awareness’, brand recall gauges how well people remember your product or service.
Brand recall is distinguished from its counterpart, ‘aided brand awareness’, which relies on specific triggers to stimulate memory. Reminder emails or push notifications are among these triggers. Brand recall, completely unaided, relies on pure memory. No reminders. No clues. If your brand pops into mind without prompting, brand recall is high. Reaching this pinnacle should be your objective. There are three steps to the top.
First, create a dynamic logo – one that jumps into memory with ease. Unique, captivating, and simple should define its look. And consistent should define its style. Bear in mind -- inconsistency confuses minds and clouds memories. To be avoided at all costs.
Second, develop a catchy brand name – something simple and easily remembered. What makes a name stick? Rhymes often work wonders, assuming, of course, there’s a poet in the house. If not, funny misspellings and clever puns are effective alternatives.
Finally, strive for familiarity. Making a brand known requires consistent application of the repetition principle -- promote it through every available marketing channel, over and over – and over. Eventually, the messaging will stick, provided it’s engaging and valuable.
Of course, you can ignore the above and hope for the best. But in today’s brand-saturated marketplace, you’ll probably wind up with the worst.
If you have questions or comments about improving brand recall for your product or service, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 or robyn@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips