In an era where market competition is fiercer than a world war, everywhere you look, there’s nothing but a Red Ocean with both new and established competitors continuously entering the fray. The key to survival ultimately lies in creating a ‘Brand’ that customers can remember. Because if customers can remember you, it significantly reduces the competition. The next question is how does a ‘Brand’ actually affect customer recall?

A ‘Brand’ differentiates us from competitors

            The essence of creating a ‘Brand’ is to establish an ‘identity’ for oneself, not just for the product but also encompassing the overall image of the Corporate Brand. Take the perception consumers have of Honda and Toyota cars; despite being fierce competitors, their identities are distinctly different.

How to be memorable?

            Entering the hearts of customers to create a lasting (Impression) can be communicated in various ways. It could be through creating a unique standout feature or frequent reminders, much like courting someone; if you want her to remember you, you must be distinctive, different, and appealing. However, if you can't achieve that, you need to make your presence known often, but timing is crucial. If you appear too frequently, what starts as an impression can quickly turn into annoyance. This approach not only risks diminishing the impression but can also lead to fatigue and rejection (similar to seeing ads that pop up too often and at the wrong times).

What happens after they remember?

            Although recall does not guarantee product sales, it is crucial for ensuring that your brand is one of the first thoughts when consumers see products in the same category. Additionally, regardless of new brands emerging or imitation occurring, recall will still connect back to your brand. - เทอร์ร่า บีเคเค

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