KPIs for Marketing

KPIs for Marketing: brand recall

Discover the essential KPIs for measuring brand recall in your marketing campaigns.

Marketing is an ever-evolving space that is constantly demanding businesses to embrace new technologies, strategies and metrics to stay ahead of the game. One of the most vital metrics to track in this space is brand recall. Brand recall demonstrates how well consumers remember your brand and its distinctive attributes. It is a crucial metric because it drives customer loyalty and directly impacts your sales. In this article, we will explore brand recall as a key performance indicator for marketing, its importance, how to measure it, and strategies to improve it.

Understanding Brand Recall as a Key Performance Indicator

As marketers, we realize the importance of brand recall. Brand recall is a key performance indicator (KPI) used to measure the effectiveness of your marketing campaigns. It shows the level of brand awareness and memory retention associated with your brand. It’s one thing for consumers to recognize your brand but it’s another thing for them to remember it vividly. To be effective, KPIs need to be measurable, relevant, specific and time-bound. That is where brand recall comes into play as it is highly measurable and measurable objectives can be set around it. By setting targets, you have a benchmark to measure success and determine whether or not to alter your marketing strategies.

Defining Brand Recall

Brand recall is the ability of your target market to spontaneously remember your brand or a product or service from your brand in an unaided environment. It represents your brand’s cognitive or mental position in your consumer's mind. It involves the association of products, services, or pieces of content with your brand. The greater the brand recall, the stronger the connection between your brand and target market.

For instance, when you hear the words “Just Do It”, the first thing that comes to mind is Nike. That’s an example of strong brand recall. When your brand is the first thing that comes to mind when a consumer thinks about a particular product or service, it means that your brand is well-positioned in their mind.

Brand recall is not limited to just the name of your brand. It can also encompass your logo, tagline, jingles, or any other element that is associated with your brand.

The Importance of Brand Recall in Marketing

The importance of brand recall as a metric in marketing is undeniable. The level of brand recall translates into brand equity and customer loyalty. Having a strong brand recall allows consumers to distinguish your products from other marketplace competitors. This ensures your brand enjoys top-of-mind awareness and positively impacts customer behavior and purchasing decisions. With increased brand recall naturally comes increased sales, which further helps you establish a competitive edge in your market.

Brand recall is also important because it helps you understand how well your marketing campaigns are performing. By measuring brand recall, you can determine whether or not your marketing efforts are resonating with your target audience. If your brand recall is low, it may be time to re-evaluate your marketing strategy and make adjustments to improve your brand’s position in the minds of your consumers.

Overall, brand recall is a crucial KPI that should not be overlooked. It provides valuable insights into the effectiveness of your marketing campaigns and helps you establish a strong and memorable brand in the minds of your target audience.

Factors Influencing Brand Recall

Brand recall is a critical metric for any business. It refers to the ability of your target audience to remember your brand when they are prompted with a specific product or service. Achieving brand recall can be quite tricky, but there are several factors that can contribute to how well your brand is remembered by your target audience. Here are some of those influences:

Brand Awareness and Recognition

Brand awareness and recognition are the foundations of brand recall. The more people know about, recognize and recall your brand, the more likely they are to purchase from you. This is why you invest in building brand identity through design, messaging and advertising campaigns to ensure your brand stands out from the crowd.

One way to increase brand awareness is through social media. By creating engaging and shareable content, you can increase your brand's reach and exposure to potential customers. Another way is through influencer marketing, where you partner with influencers who have a large following to promote your brand to their audience.

Emotional Connection with Consumers

Consumers are more likely to remember a brand they’ve had an emotional connection with. Using emotions in your marketing copy, implementing storytelling techniques, and creating memorable marketing experiences are some ways to connect emotionally with your target audience and improve brand recall.

For example, if your brand is focused on sustainability, you can create a marketing campaign that highlights the impact of the environment on future generations. This can create an emotional connection with consumers who are also passionate about sustainability.

Consistency in Messaging and Visual Identity

Brands that are consistent with their messaging and visual identity across all touchpoints have a higher chance of achieving better brand recall. This includes using consistent logos, colors, and fonts across online and offline marketing channels, to make it easier for consumers to remember your brand.

Consistency also applies to the tone of voice you use in your messaging. By using a consistent tone of voice, you can create a personality for your brand that resonates with your target audience and makes your brand more memorable.

Competitive Landscape

The market and competition level in your industry can also impact brand recall. Ensuring that your brand is well positioned and offers a unique value proposition compared to competitor brands is essential to stand out and improve brand recall.

One way to differentiate your brand from competitors is through innovation. By continuously innovating and improving your products or services, you can create a unique selling proposition that sets your brand apart from the rest.

In conclusion, achieving brand recall requires a combination of factors such as brand awareness, emotional connection with consumers, consistency in messaging and visual identity, and differentiation from competitors. By focusing on these factors, you can improve your brand's recall and ultimately drive more sales and revenue for your business.

Measuring Brand Recall

Brand recall is a critical aspect of marketing that measures how well consumers remember and recognize your brand. It is an essential metric that indicates the effectiveness of your marketing campaigns and the overall success of your brand. Now that you know how brand recall works and factors that influence it, let's dive deeper into how you can measure it accurately.

Unaided Brand Recall Surveys

One of the most popular methods to measure brand recall is through unaided brand recall surveys. In this survey, the researcher asks the respondents a simple question - "Which brands come to mind when you think of [product category]?" The respondents write down the brand names they remember without any hints or cues from the researcher, and the results are tallied. This method provides a clear indication of how well your brand is remembered by consumers without any external influence or assistance.

Unaided brand recall surveys are beneficial for brands that have a strong brand presence and are well-known in the market. If your brand is relatively new or not well-established, this method may not provide accurate results.

Aided Brand Recall Surveys

The aided brand recall survey involves assisting respondents with hints or cues or showing your brand to the participant in a controlled environment before asking them if they recall its name. This survey provides a precise measure of brand recall as it captures how well consumers remember certain features, benefits, or associations with your brand.

Aided brand recall surveys are useful for brands that have unique features or associations that may not be immediately apparent to consumers. By providing cues or hints, you can help consumers remember your brand more accurately and increase brand recall.

Analyzing Brand Recall Data

Once you have collected data from your brand recall surveys, you can use statistical metrics to measure the level of brand recall. Metrics such as recall ratio, brand recognition, and awareness scores can be calculated to provide a breakdown of how consumers recall different aspects of your brand.

By analyzing this data, you can determine how well your marketing campaigns are performing or improve your marketing strategies to increase brand recall. For example, if your recall ratio is low, you may need to increase your advertising efforts or change your messaging to make your brand more memorable.

In conclusion, measuring brand recall is essential for any brand that wants to succeed in the market. By using the right methods and analyzing the data, you can gain valuable insights into how consumers perceive your brand and improve your marketing strategies to increase brand recall.

Strategies to Improve Brand Recall

Improving brand recall is not an overnight process, but with the right approach and strategies, you can undoubtedly make significant improvements. Below are a few strategies to help you optimize your brand recall:

Creating Memorable Advertising Campaigns

People remember memorable experiences, and your advertising campaigns have the potential to create such memorable experiences. Crafting ads with creative copy and visuals that resonate with the viewer and evoke emotional responses is a powerful way to increase brand recall.

For example, consider the famous Coca-Cola Christmas ads. The ads feature heartwarming images of families and friends coming together to enjoy Coca-Cola during the festive season. The ads evoke feelings of joy, happiness, and togetherness, making the brand memorable and synonymous with the holiday season.

Another example is Nike's "Just Do It" campaign. The campaign features powerful visuals of athletes pushing themselves to their limits, accompanied by the iconic "Just Do It" tagline. The campaign inspires viewers to push themselves beyond their limits, making the brand memorable and synonymous with motivation and achievement.

Leveraging Social Media and Influencers

Social media is a highly effective medium for increasing brand recall. With various social networks, you can put your brand in front of millions of people and adopt influencer marketing to sway their brand recall. You can work with influencers by asking them to mention your brand in their posts or reviews.

For example, consider the partnership between fashion brand Revolve and influencer Aimee Song. Revolve collaborated with Aimee to create a clothing line that reflected her personal style. Aimee promoted the line on her social media platforms, showcasing the clothes in various settings and tagging Revolve in her posts. The partnership increased Revolve's brand recall among Aimee's followers, who were interested in her fashion choices.

Building a Strong Brand Identity

A strong brand identity communicates your brand's unique values and offerings consistent through all customer touchpoints. Ensure that your branding efforts, messaging, and imagery are consistent and highly recognizable to increase brand recall.

For example, consider the brand identity of Apple. Apple's branding is consistent across all touchpoints, from their sleek product design to their minimalist advertising campaigns. The brand's messaging emphasizes simplicity, innovation, and quality, making it highly recognizable and memorable.

Engaging in Sponsorships and Partnerships

Partnering with complimentary brands and engaging in sponsorships of events that align with your target consumer demographics, values and beliefs is an excellent way of improving brand recall. By building a strong association of your brand with quality events and brands, you can increase the likelihood that people will remember your brand.

For example, consider the partnership between Red Bull and extreme sports events. Red Bull sponsors events such as the Red Bull X-Fighters, a freestyle motocross competition featuring the world's best riders. The partnership creates a strong association between Red Bull and extreme sports, making the brand memorable and synonymous with adrenaline and adventure.

By implementing these strategies, you can improve your brand recall and create a lasting impression on your target audience.


Brand recall is an essential metric that can determine the effectiveness of your marketing strategies and drive customer loyalty. With the strategies outlined in this article, you can optimize your brand recall and watch your sales numbers soar.