It’s a distracting world we live in. A recent podcast from Mi3 (Australian marketing) discusses that Aussies may be exposed to over 4,000 different brands per day (a conservative amount as some researchers believe it could be as many as 15000)!
So with that in mind, it’s clear that creating a memorable brand requires much more than designing a flashy logo or a catchy slogan. Businesses must ensure that their brand leaves a lasting impression on their audience—one that lingers in their minds long after the first encounter.
Enter a little part of branding we like to call . . . brand recall.
Brand recall refers to the ability of consumers to remember and recognise a particular brand among a set of competing brands. It is a measure of how well a brand's name, logo, tagline, or other distinctive elements can be recalled by individuals when prompted or without any specific prompting.
High brand recall is of value for businesses because it indicates that their brand is memorable and stands out in the minds of consumers. Achieving strong brand recall is a direct result of effective strategy behind your marketing endeavours (not just posting regularly or updating your website), consistent branding, and creating memorable brand associations through direct advertising methods, product/quality, customer experiences, and other touch points.
Brand recall is a key component of brand awareness, and it plays a crucial role in influencing customer loyalty. When consumers can easily remember and recognise a brand, it increases the likelihood that they will choose that brand over competitors when making purchasing decisions or will become loyal to that brand no matter what competitors move in next door.
Building and maintaining strong brand recall requires a consistent and cohesive branding strategy across various channels, including advertising, social media, website, and customer interactions.
The goal is to create a memorable and distinctive brand that remains in the minds of consumers, leading to increased brand loyalty and positive associations.
Consistent brand recall
Consistency in branding builds trust. When consumers consistently encounter the same visual elements, messaging, and overall brand experience, it fosters a sense of reliability and dependability. This trust is crucial for building long-term relationships with customers who are more likely to choose a brand they recognise and trust over unfamiliar alternatives.
Recognition Across Channels
In today's multi-channel marketing economy, where consumers interact with brands across various platforms, maintaining a consistent brand image is more challenging yet crucial. Whether it's your website, social media profiles, or physical presence, a cohesive brand identity ensures that customers can recognise and connect with your brand, irrespective of the channel.
When developing your brand, managing consistency across your channels is not just limited to a logo but must be inclusive of a distinctive brand voice across all channels, placement of logos, colour schemes, font styles and sizes and key messages. It seems a lot to consider but getting this right early will make a huge difference to the success of your brand.
Establishing Brand Authority
Consistent branding establishes your brand as an authority in its industry. When customers see a brand that presents itself with confidence and uniformity, it signals that the brand knows its identity, understands its audience, and is committed to delivering a reliable experience. This perception of authority can significantly impact a consumer's decision-making process.
Fostering Emotional Connections
People don't just buy products or services; they buy into stories, emotions, and experiences. Give your brand some personality by developing a brand voice around it and an ethos that resonates with your business and what you are trying to achieve. Then present this to your market consistently and you will “find your tribe”. When customers consistently encounter your brand in a way that aligns with their values and aspirations, it fosters an emotional connection that goes beyond mere transactions.
Navigating Market Noise
Consistent branding acts as a compass for your audience. It helps them navigate through the noise and make decisions based on familiarity and trust. Brands that remain steadfast in their messaging and imaging are able to cut through the market and reach their audience using authentic methods.
Consistent brand recall is not just a marketing strategy; it's a powerful tool for building relationships, fostering trust, and standing out in a crowded marketplace. By investing in good branding and developing a marketing strategy for your business which encourages brand recall, you can create a lasting impact on your audience, ensuring that your brand remains top-of-mind and develops a loyal customer base.
If you would like help upping your game when it comes to brand recall, contact the team at RubyOnyx www.rubyonyx.com.au/contact