People are “alzheimerising”… You have to struggle hard so they’ll remember your product. Brand awareness must be on the top of your to do list.
We are exposed on a daily base to thousands of brands and our memory is “alzheimerising”. Why should we remember other brands than the ones that we constantly purchase? We don’t even recall how we got to be fond of our commodities. Maybe we saw a commercial on TV and we wanted our hair to look like the one of the celebrity from the spot, or maybe there was “1+1” shampoo promotion at the supermarket. We just don’t remember, period.
What do we remember?
Combining inbound and outbound marketing, the chances of getting more exposure, therefore having a better chance that the audience is going to recognize brand’s signals and the brand itself.
But what do we remember exactly? We remember our interaction with the product! So, no interaction, no memory made!
At the beginning it’s not that important how we got to hear about a brand, maybe we read an article in a magazine, we read their blog, we saw an interesting commercial or an appealing banner, the important thing is that we heard of it! Focus all your efforts in creating interaction between your brand and the audience.
Brand Recognition and Brand Recall
There are differences between these two:
- Brand Recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand’s name. Instead, it often means that consumers can respond to a certain brand after viewing its visual packaging images.
- Brand Recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory.
If you didn’t really got this, let’s make it simpler: you launched a new product, for example a beer and its brand basic components are: name – Silver, bottle’s colors – green and silver, the logo is an S.
Therefore, if you show the beer to customers and then you show them other less or more popular beer brands and they can still recognize the logo “S” or maybe other details of your bottle, then that’s brand recognition.
But if you are the luckiest person on earth and your newly launched beer makes your potential customer recall your brand in the memory without being exposed to the bottle, the logo, and other commercials, then that’s brand recall.
It can be the difference between success and failure
When you are in the launching stage of the product’s lifecycle, one of the most important things you should be doing is creating brand awareness. Nobody trusts you and nobody remembers you. Give them reasons to buy your product. Create events, appear in the media, use social media marketing, search engine optimization, content marketing, and so on. Using as many as you can will definitely raise your brand awareness.