Brand recall describes the degree to which a consumer will instantly remember a specific brand name after exposure to a communication effort. Brand recall is an aspect of brand awareness, a form of un-aided awareness that enables customers to build a positive perception with the brand, and build a loyal audience.
Understanding brand recall
In world markets characterized by extreme competition, there are few things more valuable to a business than the space it occupies at the front of a consumer’s mind.
Brand recall is an aspect of brand awareness, though the two terms are sometimes used interchangeably. There are two different types of brand awareness:
- Aided awareness – where the consumer remembers a company with the aid of a clue, and
- Un-aided awareness – where the consumer remembers a company in association with a particular industry or product. This is sometimes called top of mind awareness.
In essence, brand recall is a form of un-aided awareness that dictates how consumers think and feel about a specific brand. Brand recall strategies focus on creating positive associations between the company and the consumer, with the primary intention to build an audience of loyal customer advocates.
How is brand recall calculated?
Brand recall can simply be calculated as the percentage of individuals that can recollect a brand.
To arrive at the brand recall value, the number of participants able to recall a brand is divided by the total number of participants in a study and multiplied by 100. As a general rule, any score above 50% is considered desirable.
Data is collected from surveys or focus groups with written questions – but some businesses may also choose to use visual or auditory cues.
How can businesses increase brand recall?
Most experts agree that a memorable brand has to be consistent, defined, and differentiated. To encapsulate these qualities, it is useful to write a brand manifesto that declares the views, intentions, and motives of the brand.
Then, it is a matter of following these guidelines:
Create a memorable logo
The most effective logos are clean, simple, and evoke certain emotions. They must also be consistent in appearance across various channels.
Color is a core driver of brand recall, with different colors also responsible for evoking a wide gamut of emotions. The chosen color(s) should match the nature of the business. For example, consumers associate environmental companies with shades of green.
Create a memorable brand name
It stands to reason that the brand names consumers recall most often are short, simple, and easily spelled or pronounced. The holy grail for a business is when its brand name becomes a verb and enters everyday language. Examples include Uber, Google, Xerox, PayPal, and Photoshop.
Create a powerful unique selling proposition – what can the business offer the consumer that they can’t get anywhere else? Coca-Cola devotees understand that other companies offer comparable soda, but it is only Coca-Cola that they associate with fun and happy experiences they can share with friends.
Brand recall examples
While we cannot speak for everyone, there are a few brands in existence that are easily recalled by the majority of consumers. When an individual heads to the store to purchase soda, for example, there is a reasonable likelihood that Coca-Cola or Pepsi will be the brand they recall.
Here are some more examples:
- Luxury vehicles – BMW, Mercedes, Rolls Royce, and Audi.
- Technology – Apple, Google, and Samsung.
- Sportswear – Nike, Under Armour, and Adidas.
- Brand recall describes the degree to which a consumer will instantly remember a specific brand name after exposure to a communication effort.
- Brand recall data is collected via surveys and focus groups with a range of written, auditory, and visual cues. Brand recall itself is expressed as a percentage, with any score above 50% considered desirable.
- Businesses can increase brand recall by creating a memorable logo and brand name and ensuring their unique selling proposition is truly unique. They should also consider their colors carefully to ensure consumers make the right association with their brand.
Visual Marketing Glossary
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