What's your brand's recall among your target audience?

1 What is brand recall?

Brand recall is the ability of consumers to spontaneously recall or name your brand when they think of a product category, a problem, or a benefit. For example, if you ask someone to name a soft drink, a car, or a toothpaste, the brands that come to their mind first are the ones with high brand recall. Brand recall is also known as unaided recall, as it does not require any prompts or cues to trigger the memory.

2 Why is brand recall important?

Brand recall is important because it indicates how strong and distinctive your brand is in the minds of your audience. It shows how well you have communicated your brand identity, value proposition, and personality. It also influences the purchase decision and loyalty of consumers, as they are more likely to choose and stick with the brands that they can easily remember and trust. Brand recall can also give you a competitive edge over other brands in your category, as it can create a top-of-mind awareness and preference.

3 How to measure brand recall?

Brand recall can be measured by conducting surveys, interviews, or focus groups with your target audience. You can ask them open-ended questions such as "What brands come to your mind when you think of [product category]?" or "What brands do you associate with [problem] or [benefit]?". You can then analyze the responses and calculate the percentage of people who mention your brand among the total respondents. This is your brand recall score. You can also compare your score with your competitors' scores to see where you stand in the market.

4 How to improve brand recall?

Improving brand recall requires consistent and strategic efforts to build and reinforce your brand image and message. To achieve this, you should create a unique and memorable brand name, logo, slogan, and visual identity that reflect your brand essence and personality. Additionally, you should use repetition and frequency to expose your audience to your brand across multiple channels and touchpoints. Furthermore, provide value and relevance to your audience by offering high-quality products or services that solve their problems or fulfill their needs. Engage and interact with your audience by creating useful, entertaining, or emotional content or by encouraging feedback, reviews, or referrals. Finally, innovate and differentiate your brand from competitors by offering something new, unique, or superior or by creating a distinctive brand voice, story, or experience.

5 How to monitor and evaluate your brand recall?

Monitoring and evaluating your brand recall is essential to track progress and identify strengths and weaknesses. You can use various tools and methods to measure brand recall over time, such as conducting surveys, interviews, or focus groups with your target audience; using online tools or platforms to track and analyze brand mentions, sentiment, reach, and engagement; collecting and reviewing feedback from customers; and testing different brand elements, messages, or strategies. These can help you compare your scores with previous ones and competitors’ scores, measure customer satisfaction, loyalty, and advocacy, as well as determine the impact of different brand elements on your brand recall and other metrics.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?