Why Brand Recall Will Save Your Business
It’s a common sight to see multiple businesses cycle through a single commercial unit in a matter of months, often without warning. In your local mall, what is a Japanese restaurant today might turn into a Starbucks in your next visit. That stationery shop you like to buy your notepads from might become an H&M outlet. Yes, high rental cost is an important factor to the shuttering of businesses, especially in one of the world’s most expensive cities, but it cannot be entirely blamed for the death of your brand.
You see, a titanic brand like McDonalds and Apple will not so easily be forgotten even if they close half the stores in the country tomorrow. They’ve been around forever, and they have stayed true to what they are, give or take a few hiccups: a quick, convenient place to share a Happy Meal with your family or the home of innovative technology products aimed at enriching your creativity and day-to-day life.
For this reason, most businesses literally cannot afford to skip out on branding, especially newer ones that do not have the same nostalgia factor as the big names we just mentioned. Some of the legendary household names you know might be a shadow of their former selves today, but they earned their reputation by being great in the first place, solidifying their brand recall and attracting loyal customers to this day.
What is Brand Recall?
Brand recall is measured by how well the customer remembers the brand, especially unprompted. When people default to Starbucks as a meeting place, despite their recent decline, or say they will “Grab” or “Uber” instead of taking a taxi, those are examples of brands with excellent recall. They have a hold on consumers without having to be there in front of them.
Convenience is just one factor. Sometimes, you will find yourself going back to a certain place or using a certain product because you are familiar with the brand and therefore trust it. It might even be because you like how this place or thing makes you feel, especially in an era where experiences often take precedence over material goods.
How to Foster Brand Recall
Now let’s look at brands in Singapore that have endured due to good brand recall.
Love, Bonito is a leading fast fashion brand in Singapore which, unlike its popular counterparts from America or Europe, caters to the Asian body type. The founder, Rachel Lim, told CNA Lifestyle that she discovered her brand’s purpose when she received an email from a customer who told her that she chose to put on a piece of clothing from Love, Bonito every day because it made her feel better and gave her courage to look into the mirror. This convinced Lim that the vision or the right course for her brand is to “exist and strive for the everyday Asian woman”, which is why Love, Bonito clothes are designed and manufactured in-house rather than sourced from other suppliers, and their colours chosen carefully to flatter the Asian skin tone.
Muji, a wildly popular Japanese retailer with a large international presence, continues to dominate the world of stationery and household goods in Singapore. Their relaxing atmosphere, basic aesthetic and functional products promise orderliness and organisational improvement from which they have never deviated. The need to optimise space in their home or office has led people to buy from Muji and Marie Kondo their way to a minimalist dream set-up. Their brand strategy is as simple as its motto and design: Less is More. In a world where everything and everyone is screaming for attention, Muji seems to represent the antithesis of consumerism and a calm alternative space to shop for what they need in peace. Their branding is so effective that they don’t rely on classic marketing or traditional advertising compared to other brands, instead drawing customers in through word-of-mouth or digital outreach, where they make simple, straight-to-the point social media content that doesn’t annoy or take up too much time. Though they have been around for a while, Muji is truly a breath of fresh air.
Now a brand that might be the most “local” of all – Ya Kun Kaya Toast, which needs no introduction. This pioneer brand remains beloved as a casual eatery that serves simple local fare and a piece of our uniquely Singapore heritage. Prices vary from chain to chain, but in any given day, you will find droves of students, families and office workers grabbing a quick bite and sharing conversation and laughter over toast and coffee. This vibrant community is exactly the kind of vibe this chain wants to foster.
Did these examples give you a better idea of how to consistently market yourself with authenticity and confidence? We have been helping brands do just that for over 12 years, resulting in sustainable and distinct brand identities their customers will always remember. Stay tuned for more insights from us or let us know if you have any more questions.