What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn what brand recall is and how to increase it so you can give your
audience something to remember you buy and put your brand top of mind during the buying decision
now if you're new to the channel and you want to build brands that go beyond the visuals using
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pro brand strategy blueprint it's a free download the link is in the description now brand recall is
a pretty important term when it comes to branding and whether you're a professional brand builder
or building a brand for yourself and your own business you really need to understand the role
of brand recall and the significance of either achieving it or not achieving it so what is brand
recall well it's the ability or the likelihood that a consumer will be able to recall your brand
when prompted with the category or industry that your brand is in but it's not just about the
category either it could be any other association that somebody might have with your brand so it's
really the ability of the consumer to be able to recall your brand with an association that
you want your brand to be remembered for so why is bran recall important well you'll know as a
consumer when you go to market to buy a product or service you have many many options in front of you
and you'll need to make a decision as to which option to go for and we typically tend to go with
brands that we're able to remember now we remember certain brands based on the experiences that we
have had with those brands and those experiences will lead us to a feeling or an idea or a meaning
that we associate with those brands which will ultimately help in our buying decision so in
other words brand recall is an important factor when determining whether or not your prospects are
going to convert into customers and this also has a big influence on your word-of-mouth marketing or
any referral marketing strategies that you have and whether or not your brand actually grows
equity so how do you measure brand recall well the only real way to do this is by engaging a group of
consumers to determine whether or not they're able to recall your brand based on a prompt as i said
that prompt may be the category that your brand is in or some other kind of association that you want
your brand aligned with now obviously you're not going to be able to do this from your own email
list because if you're emailing that group of consumers they already know who your brand is and
you're essentially prompting them to remember your brand specifically and that's not what you want to
do because you won't achieve accurate results by doing that if you use an external market research
company on the other hand you will be able to survey a group of consumers anonymously to really
gauge the temperature of your brand in a specific category and really see if this group of consumers
can recall your brand based on that category or based on that association so why measure brand
recall what is the point of measuring brand recall and what can you do with this information well
it's a great way for brand strategists or brand managers to gauge the current state of their brand
awareness and this can help them determine whether or not their strategy is working or not working
and what adjustments they might need to make to raise that brand awareness and raise that brand
recall so how do you go about increasing brand recall well the key here is in the experience
you need to give your audience an experience that they are going to remember you need to remember
here that your audience has many different options with many different brands putting many messages
in front of them if you just put messages in front of them that are going to be something
along the lines of what your competitors are doing it's going to be easy for your audience
to forget you if on the other hand you give them a unique experience it's going to be much easier
to recall your brand so an example here might be leveraging brand personality understanding
the characteristics that your audience is attracted to and using that throughout your
messaging resonating with them on a human level through that brand personality and through those
characteristics another way that you might resonate with them would be through brand
storytelling telling a story that your audience can relate to telling a story of a journey of
success or an objective that your audience wants to achieve where they see themselves in the story
that will make it easy for them to recall your brand and another way is through experiential
branding if you can use a unique experience or you can run a campaign that gives them some kind of
unique experience or unique interaction with your brand again it's going to be very easy to remember
that brand because that is not something that they will have every day so really think about
how you're going to get your audience to remember your brand and that's how you increase brand
recall now look brand recall is a very important part of brand awareness and the reality is that
unless your audience can remember your brand the chances of you growing that brand are absolutely
minimal you're not going to be able to grow your brand unless you can get your audience to remember
what your brand is about you need to know what you want them to remember you need to know the meaning
that you want associated with your brand and give them an experience and a unique experience at that
that will help them to remember that meaning and that will help them to recall your brand
if you want to learn how to run a unique campaign that will put your brand on the map
and increase that brand recall and that brand awareness then check out this video
on experiential branding until next time brian like a master and i'll see you in the next video