In a near-perfect world, almost every customer should be able to remember your brand and what it offers to the table. But that isn’t always the case, and often people forget about you once their problems are solved. So, how do you go about addressing this void in the minds of your target audience? Simple; brand recall.
As competition heats up in the e-commerce space, your goal should be to occupy the minds of your customers and remind them why you should be their first choice. In this article, we’ll discuss everything you need to know about brand recall so you can stamp your mark and become an unforgettable brand.
Why is brand recall important?
Brand recall plays a crucial role in giving your business a competitive edge. You want your brand to be the first thing people think of when looking for solutions to their problems, as this will help secure sales and foster long-term relationships with buyers.
Having a strong brand recall can help position your business atop your industry and widen your market share. With that said, here are a couple of reasons why brand recall is important in aiding your brand’s development:
- Amplify marketing efforts – Companies that have a strong brand recall can feel confident knowing that their marketing efforts are paying dividends. When people remember your brand, it signifies you’re reaching the right audience, allowing you to maximize the results obtained from your marketing strategies.
- Reinforce brand loyalty – Brands that stand out from the competition have a much higher chance of developing long-term relationships with clients due to the unique experiences they provide. As more and more people remember your business, you establish deeper connections that lead to unwavering brand loyalty.
- Opens discussions for word-of-mouth – Market leaders know the importance of word-of-mouth marketing in terms of brand awareness. Brands with a higher recall can obtain referrals from customers, as they’re more likely to recommend products/services to friends and family members.
- Generate more sales – One of the most significant benefits of brand recall is it helps boost sales figures. When a customer contemplates a purchase, and the first brand that comes to mind is you, they are more likely to consider buying your products/services compared to other brands.
- Improve market position – When your business displays strong brand recall, you’re able to improve your position in the marketplace. You establish your brand as an industry expert, and people can reliably choose your products/services knowing they’ll be fully satisfied with their purchase.
How does brand recall differ from brand recognition?
Brand recall and brand recognition are two terms often used interchangeably, but each of them has its own meaning. When we talk about brand recognition, we’re referring to how consumers can identify a company’s unique characteristics, whereas brand recall focuses more on how people remember your brand when they think of a specific product/service.
For example, if a consumer can identify your business based on your brand’s logo or colors, that’s brand recognition. On the other hand, a consumer that remembers their prior experience with your brand is an example of brand recall.
Brand recall and brand recognition play an important role in shaping your company’s overall identity, and understanding the difference between the two can help you create a memorable brand that stands out from the competition.
What can you do to improve brand recall?
Improving brand recall requires careful planning and consideration on your end. Here are a couple of tips to keep in mind:
1. Showcase your brand’s personality
When a brand is strictly a business, it hardly separates itself from the thousands of competitors that offer the same products/services. Instead of focusing solely on the transactions, you want to highlight your brand’s personality to keep things fresh and make your business more interesting in the eyes of consumers.
Use humor content to capture your audience’s attention. Show confidence by stating your products are indeed better than the competition. People want to see the human aspect of a brand, and showing personality is a great way to imprint your business in the minds of your customers.
One example is Apple. Consumers associate the brand with simplicity and sophistication, two characteristics that are evident in their product line. Meanwhile, Samsung is known for its creativity and out-of-the-box thinking.
When consumers experience your brand’s unique traits, it’ll leave a lasting impression that’s hard to forget.
2. Have a story to tell
Storytelling plays a key role in improving brand recall because as humans, we value emotional connections. When you share powerful, authentic stories, you remind your customers that you are genuine with your interests and you care more than just the revenue. It’s about the process, the experience, and the journey that makes your brand more meaningful to interact with.
Customers will view your products/services as part of a bigger picture and how they have impacted the lives of others. Whenever you have an opportunity to tell a story, do it. You’ll be surprised as to how many you’ll inspire, and because of that, will be remembered more than the other brands that simply do business for the money.
3. Take care of your reputation
You’ve worked so hard to build your brand to a respectable name. Why let it go to waste due to a minor slip-up? The best brands take care of their reputation to ensure people have a reason to come back to them. How do you achieve this? By looking after your beloved customers.
Whenever you receive negative feedback, take it as an opportunity to improve your products/services. Handle complaints with grace, and always go above and beyond to ensure the needs of your customers are always met.
If there’s one thing that leaves a lasting impact on your buyers, it’s most definitely customer service. When you display superior customer care, your customers will remember the quality and the urgency you provide, ultimately boosting brand recall in the process.
4. Improve brand interactions
More and more consumers emphasize brand interactions since e-commerce is saturated with options. Typically, it takes 5-7 interactions before a customer remembers your brand, so you want to ensure each interaction ends on a positive note. Evaluate the customer’s buying journey and identify key problem areas that need improvement.
Perhaps your checkout process is too complicated or your website’s load times are too slow. You want to address these problems as soon as possible to consistently elevate brand interactions and provide a smooth shopping experience.
5. Prioritize customer satisfaction
At the end of the day, it all comes down to how well you can address the problems of your customers. If you’re able to deliver on the value proposition and exceed the expectations of your buyers, the chances of them remembering you will be very high.
The next time they experience a problem, they’ll turn to your brand for the solution because they know your products/services are proven and tested. A satisfied customer is a returning customer, and nothing boosts brand recall better than putting a smile on your buyers’ faces.
Every brand should strive to improve its brand recall to create meaningful relationships with customers. By doing so, you can position yourself ahead of your competitors and establish yourself as an industry leader. Hopefully, this article gives you insight into what brand recall is and how you can improve it to secure more sales and create a memorable brand.
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