Nowadays, since there are too many options for everything we buy, brands do not only compete on products or prices; they compete on memory. The brands that distinguish themselves from the noise are the brands that people recognize, trust, and talk about. Whether you are an early-stage startup or scaling company, building a memorable brand is one of the best long-term investments you can make for your business.
But, what makes a brand memorable? How can your business create a magical brand?
This article will discuss proven methods with real examples, expert opinions, and advice on how to get started today.
Why Do Memorable Brands Win?
A good brand is more than just looking good; it creates perception, influences buying, and creates loyalty. A study by The Ehrenberg-Bass Institute notes that brand salience (the ease with which brand comes to mind) impacts buying behaviour. Customer memories buy your products/services; customer memories don’t forget you
The key benefits of a memorable brand are:
- More loyal customers
- Reduced marketing costs
- Premium pricing
- More word-of-mouth referrals
In summary: the stronger the memory, the stronger the business.
The Foundations of a Remarkable Brand
1.Understand Who You Are (and Own It)
Remarkable brands start with total clarity about who they are. They know their purpose, personality, and promise.
Reflect on:
- What problem do we solve better than anyone else?
- What emotions are we trying to inspire in customers?
- What values do we use to make decisions?
An Example in Action – Patagonia
Patagonia built its brand around the notion of environmental responsibility. Every communication, every method of product selection, and every campaign reinforce that brand identity. This consistency has created devoted customers—even if the company has to tell them they need to buy less.
Action Step:
Create a one-page brand identity document that contains your mission, vision, values, personality, and your brand promise.
2.Create a Unique Visual and Verbal Identity
Your brand should be recognizable without your logo.
This encompasses the following:
- Visual Identity: colours, fonts, images, packaging
- Verbal Identity: tone of voice, messages, taglines, narrative style
Expert Insight:
Branding strategist Marty Neumeier states that “difference + relevance” is the key to memory. If your brand looks and sounds like everyone else it is lost in the crowd.
Example – Coca-Cola
Coca-Cola is one of the most recognized brands in the world because it has decades worth of visual cues that associate the brand with a red colour palette, ribbon-inspired typography, and emotional storytelling.
Action Step:
Do a quick competitor audit. Think of how you could visually and verbally differentiate yourself.
3.Create a Signature Experience
Your brand is not what you say, it is what customers feel in their interaction with you.
Areas to focus on:
- Customer service
- Website experience
- Unboxing experience of your product
- Post-purchase communication
- Engagement on social media
Case Study – Starbucks
Starbucks has created a memorable coffee buying experience. Personalized cups, third-place vibe, consistent music, a warm and inviting space, Starbucks turns drinking coffee into an experience. This is one reason customers will choose Starbucks even if a less expensive coffee option is available.
Action Step:
Map out your customer journey. Identify one ‘signature moment’ you will enhance to create an unforgettable brand experience for customers.
4.Create Stories Worth Sharing
Humans don’t remember facts—they remember stories.
Good stories for brands:
- Evoke emotion
- Illustrate change
- Connect customers to something bigger
Example – Airbnb
Airbnb has built its entire brand around one powerful, yet simple, story: “Belong Anywhere.” Every campaign they run showcases real people, real homes, and real experiences. That’s emotional storytelling on a massive scale.
Action Step:
Develop a library of 3–5 core brand stories. This could include your origin story, some customer success stories, or stories that are mission driven.
5.Create Consistency Across Every Touchpoint
Consistency creates memory. Memory creates trust.
Consistency checklist:
- Social media captions and images
- Website messaging
- Product experience
- Customer support scripts
- Email tone
Expert Opinion:
Lucidpress states that consistent branding can increase revenues by as much as 23%. Why? Because repetition makes it stickier.
Action Step:
Create a brand guidelines document and share it with your internal teams.
6.Foster Emotional Connections
The majority of what motivates people to make purchases is emotional behavior, not rational. Brands that embrace emotions remain timeless.
Emotional branding components:
- Community creation
- Capitalizing on relatable narratives
- Values-led marketing
- Humanized communication
Case Study – Apple
Apple does not sell gadgets; it sells inspiration and creativity and, as is evident, an emotional brand connection is so powerful customers will stand in line for the newest product even if they don’t need to ‘upgrade’.
Action Step:
Pick one primary emotion your brand wants to convey (excitement, trust, confidence, inspiration) and create campaigns with this as the focus.
7.Utilize Social Proof and Real Experiences
There is nothing that makes an experience more memorable than someone validating your brand to your customers.
Examples of Social proof:
- Reviews and ratings
- Endorsements of influencers
- Case studies
- User generated content
Example – Glossier
Glossier has built a billion-dollar beauty brand based on showing customers what real customers were doing—sharing their photos and reviews, making them a viral socialproof brand.
Action Step:
Ask your happiest customers for a testimonial or referral—and create a big and happy place to showcase their response.
Closing: Build a brand people remember, trust, and love.
A truly memorable brand doesn’t happen by chance, it is built with awareness around identity, emotion, consistency, and an extraordinary customer experience.
When:
- You know who you are
- You visually and verbally stand apart
- You tell meaningful stories
- You create emotional connections
- You provide a consistent experience and value
- you create a brand that lives in their mind- and in their hearts.
Call to action.
Are you ready to grant your business life as a brand people won’t forget?
