Make Brand Recall Easier: Psychological, Social and Other Hacks
In an increasingly competitive business environment, building brand recall is an essential element that ensures success for a business. A better brand recall value is the result of positive relationships with consumers and offers businesses an edge over their competition.
According to Wikipedia, “Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the consumers to correctly elicit a brand name from memory when prompted by a product category.”
To simplify, the term brand recall refers to the extent to which a consumer is familiar with the product. More familiar they are with the product, higher the chances of them thinking about them when they think of a certain industry. For instance, a number of people would think of an iPhone as soon as they come across the word “phone”.
Why Is Brand Recall Important
The most important reason brand recall is important is that it drives a consumer’s decision when comparing products and services. If the consumer recalls your product, the possibility of them choosing you at the time of the purchase decision is higher.
Brand awareness is the foundation of lasting relationships with loyal consumers. Building brand awareness and recall is important right from the beginning, whether it is a business or the launch of a new product.
For this reason, brand recall is a measure of a brand’s performance in the relevant category. A research by Content Marketing Institute revealed that 89% of B2B marketers prioritize brand awareness over sales and lead generation. In this article, we will look at some quirky hacks that brands can employ to build better brand recall value. Let us jump right into it:
Regarded as one of the most powerful marketing strategies, referral marketing turns your existing customers into your brand ambassadors. The premise is simple, you give your customers a referral code or link which they can use to refer people to your business. Your loyal customers enjoy certain perks, your business gets a new customer, and your relationship with your existing customer improves- referral marketing creates a win-win situation for everyone involved.
A great example of a referral program is put forth by note-taking application Evernote. For every referral that an Evernote customer brings to the app, they get certain points that can be redeemed to get access to the premium feature of the application. This method barely added to the advertising expenses of Evernote, is gaining new customers for them every day, and has helped fortify existing customer relationships.
Referral programs make use of word-of-mouth to acquire new customers and studies have shown that word-of-mouth is the most trusted form of recommendation.
Similar to referral marketing, influencer marketing also works on word-of-mouth, but in this case, the recommendation or referral comes from an influencer or an “expert” in your industry. Simply find a figure of authority in your industry, or a business yours could complement and make use of their influence to market your brand or product. The same principle can be applied for approaching high-authority blogs in your niche.
For instance, if you are a travel brand that organizes tours, getting in touch with a high-authority travel blog is a great way to market your business to the relevant audiences. Not only would this help bring in new consumers, it will help you build a strong relationship with the influencer that can be used for marketing other products or services.
Not to forget, recommendations coming from “experts” have an 88% higher impact when compared to user-generated reviews.
Proven to be a powerful marketing tool, social media is also a great place to build brand recall and recognition. There are two main approaches when it comes to building brand recall using social media:
- Social media contests- A contest where users upload pictures and/or videos of them using your products in exchange for a free giveaway is a great way to ensure engagement and fortify customer relationships. Moreover, when your product or brand shows up in the daily feed of their social media networks, it will earn your brand the exposure needed to build a strong brand recall.
- Social Media Reviews- Reviews and recommendations received on social media networks are trusted almost as much as personal recommendations because most people choose their own connections on various platforms. Not to forget, each review on social media will show up on someone’s timeline, earning your brand additional exposure.
Only when a customer feels like they know your brand would they be able to trust your business. The easiest way to do this is to tell the World a heartfelt story about your business. This will help you humanize your brand and let people know that there are real human beings working behind your brand logo.
The easiest, most cost-effective way to do this is through explainer videos. The fact that visual content is easier to process and video content will account for 80% of all internet traffic by 2019, all point to the dominance of videos.
One of the easiest and most risky ways of getting noticed, if a brand takes a controversial stand on a hot topic, they have a great chance of creating a brand recall that lasts. However, it is important to understand the risk before jumping onto the controversy bandwagon.
Since your objective is not to simply get noticed, it is important to understand that creating controversy has equal chances of creating a great and a poor reputation for your brand. For this reason, many brands rightfully stay away from this marketing tactic. However, it is a calculated risk that has worked in favor of a number of brands.
The trick is to notice the public reaction to a topic BEFORE launching a campaign. Moreover, as many would agree, in the case of controversial marketing, it pays to be prepared for all possible outcomes beforehand. Creating controversy is very similar to playing with fireworks, it is rewarding when you have taken proper safety precautions.
In conclusion, it is important to remember that all the above-mentioned hacks will only get the ball rolling for brand recall. A great customer experience remains critical to the success of any marketing strategy. Remember, marketing will earn you a new customer, and great service will help you keep them coming back for more!