The Importance of Memorability for a Brand and How to Achieve It

In today’s fast-paced, world, your brand has only seconds to capture someone’s attention.

Potential customers may not be ready to make a purchase the first time they meet your brand, but it’s important they notice and remember it for when they are considering buying.

Awareness comes first, and then memorability is what keeps your brand in their minds long after that initial interaction. The more memorable the brand, the more likely it is to inspire loyalty, increase customer retention, and drive growth.

So, how do you build a brand that sticks? Let’s explore why memorability is critical for a brand and how you can achieve it.

Why Memorability Matters for Your Brand

  1. First Impressions Count
    When customers encounter your brand for the first time, they form an opinion almost immediately. A memorable brand stands out in that crucial moment, leaving a lasting impression that influences future decisions. Psychologists talk about ‘encoding‘ – how experiences are stored in memory, such as visually, audio, touch, meaning etc. The more modalities, the stronger the encoding – one reason why video is so powerful.
  2. Brand Recall Drives Sales
    Where consumers are bombarded with choices, the brands they remember are the ones they will return to when making purchasing decisions. Memorable brands keep you top of mind, increasing the chances of converting leads into loyal customers.
  3. Loyalty and Word of Mouth
    Memorable brands create loyal customers who not only return but also advocate for your brand. Word-of-mouth marketing is incredibly powerful, and memorable experiences prompt customers to share your brand with their networks. In turn, brands mentioned by friends and colleagues are likely to stick.
  4. Differentiation in a Crowded Market
    A memorable brand is one that stands out from the competition. It’s not enough to offer a great product or service – a distinct identity resonates with people and differentiates the brand. If it has enough distinctive features, it can easily create the impression of being seen far more often – playing tricks on memorability!

How to Make Your Brand Memorable

  1. Craft a Strong Brand Story
    People remember stories far better than they remember facts. A compelling brand story provides context, emotion, and meaning behind what you do. Whether it’s your origin story, your mission, or the unique value you bring to the world, a well-told narrative helps people connect with your brand on a deeper level.
    Watchpoint: Make sure your story is authentic and reflects your brand’s true values. Share it consistently across all marketing channels, from your website to social media.
  2. Develop a Distinct Visual Identity
    Your brand’s visual elements are often the first things people notice, and they play a key role in memorability. A strong logo, unique colour scheme, and consistent typography make your brand instantly recognisable. Think of brands like Coca-Cola or Apple—just a glance at their logos or colours, and you know exactly who they are – and what they stand for.
    The best visual identities are not necessarily the best designed – but they are the most consistently applied and best policed. Look at your favourite brands and see that is true/
    Watchpoint: Use a consistent visual style across all platforms, from your website and packaging to your social media profiles. Consistency helps reinforce recognition. Resist the temptation to tinker with it!
  3. Be Consistent with Your Messaging
    Consistency in tone, messaging, and voice is just as important as visuals. A brand with a clear, distinctive voice that speaks consistently across all touchpoints will be far more memorable than one that changes depending on the platform or situation. Advertisers know this and make their voice recognisable and ‘campaignable’.
    Watchpoint: Develop brand guidelines to ensure that your messaging and tone stay uniform, even when different team members are handling communication.
  4. Deliver an Exceptional Customer Experience
    Nothing makes a brand more memorable than delivering an outstanding experience. Whether it’s through fast, responsive customer service or delightful packaging that surprises and delights, creating positive interactions makes customers more likely to remember – and return to – your brand.
    Watchpoint: Pay attention to the small details in the customer journey. Even the way you send a thank-you email can leave a lasting impression. Tom Peters spoke of ‘small moments of delight’, little unexpected experiences at service touchpoints.
  5. Use Emotional Branding
    Brands that evoke emotion are far more likely to be remembered. Whether it’s through humour, nostalgia, or inspiration, connecting with your audience on an emotional level makes your brand stick in their minds. People may forget what you said, but they won’t forget how your brand made them feel.
    Watchpoint: Identify the emotional triggers that resonate with your target audience and incorporate those emotions into your messaging and campaigns.
  6. Create a Unique Brand Personality
    Your brand’s personality should feel like a person your audience can relate to. Is your brand quirky, trustworthy, authoritative, or playful? A distinct personality gives your brand character, which makes it more relatable and memorable.
    Watchpoint: Infuse your personality into everything – your website copy, social media posts, and even the way you handle customer service. The more distinct your personality, the more memorable your brand.
  7. Leverage Memorable Taglines and Slogans
    A catchy, memorable tagline can be the difference between your brand fading into the background and being instantly recalled. A great tagline encapsulates your brand’s essence and is short, snappy, and easy to remember. Think of Nike’s “Just Do It” – simple phrases that become synonymous with their brands. What about these: “The best a man can get.”, “Because you’re worth it.”, “It does exactly what it says on the tin.” You don’t even have to mention the brand!
    Watchpoint: Keep your tagline clear, concise, and aligned with your brand message. It should be a phrase people can remember easily and associate with your brand. It can fast become a brand asset.
  8. Consistency in Action
    Beyond the visuals and the messaging, consistency in how you deliver your product or service is crucial. Brands that continually offer the same high level of quality and service are more likely to be remembered and trusted. Inconsistent experiences confuse customers and make it harder for them to form a lasting connection.

Don’t forget: The Power of Memorability

Where consumers are constantly bombarded with information, a memorable brand is your greatest asset. It helps you stand out, builds customer loyalty, and ultimately drives growth. By crafting a compelling story, developing a consistent visual and messaging strategy, and creating unforgettable customer experiences, you can ensure your brand remains top of mind.

Memorability isn’t something that happens by chance—it’s the result of thoughtful, deliberate actions that make your brand unforgettable. 

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