What Makes a Brand Memorable?

It’s hard to determine exactly what makes a customer buy from or choose to work with a business. It could have come down to price, convenience, location or even expertise. The only real way to understand why customers choose a particular brand over competitors is by asking them. It might feel unnatural, and maybe even intrusive, but the businesses that decide to persevere often understand their audience much better as well as identify what they can improve on to attract future business. Whether it’s your unbeatable prices or impressive reviews that win new customers, what these advantages have in common is that audiences must remember your brand and what you offer before they can compare them. Even if they’ve visited your social media profiles or browsed your website, if they can’t remember anything about you, your business will stand no chance against other competitors. But what is it that makes a brand memorable? Is it a catchy name, a rhyming slogan or a bold colour palette that lets you stay present in their mind? In this article, we will discuss what makes a brand memorable so that you can be the first choice your customers think of.

Emotional Connection

Our brains and memory work in weird and wonderful ways, and understanding what that looks like can explain what motivates customers to purchase from or choose a particular business over others. Our brains are cleverly programmed to prioritise emotional information such as love and excitement over logical data. This is why brands that establish an emotional connection to their audiences are always front of mind when it comes to making a purchase. In order for a brand to establish an emotional connection with their audience, they must understand their demographic as if it were a friend or family member. This includes information like what day-to-day problems they might face and what motivates them to make buying decisions. By understanding this information, brands can create content both online and offline that solves the problems that their audiences face, or is something they can directly relate to. Because it’s something the audience can immediately empathise with, they will start to look at your brand curiously rather than mindlessly.

​When we think of building emotional connection, we often think about brands in the B2C sector, who can create emotion around the products they sell to customers. In fact, building an emotional connection with your audience is essential to business across B2B sectors too. For example, a firm of immigration lawyers in London could use emotion to attract audiences who are currently having complications with gaining British Citizenship. They could set up a social advertising campaign showcasing a happy family who have reunited after receiving their citizenship approval. Individuals who view the ad and have not yet had success with their applications will likely feel hopeful and reassured from what they see. When they come to search for support with their application in the future, they’re more likely to remember London Immigration from the emotionally moving ad they created.

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Once businesses have established an emotional connection with their target audience, they can use distinctive and consistent marketing to further strengthen brand recall.