In today’s world where we’re saturated with brands vying for our attention, and new brands pop up all the time, brand memorability is no longer an option – it’s a necessity to building lasting loyalty. But what exactly is it, and how can you achieve it for your brand?

Brand memorability goes beyond mere brand recognition or brand awareness. It’s about leaving a lasting impression in the minds of the audience, prompting them to easily recall your brand when they need a product or service in your category. 

It’s about being the name that jumps to the forefront of their consciousness, sparking a positive association even amidst countless competitors.

Doing it successfully requires the bravery to invest in brands, and the budget to create strong and powerful memory structures.  

Why is brand memorability so crucial? Because it directly impacts purchase decisions, and therefore drives business growth.  Establishing a memorable brand brings about several advantages for your marketing efforts:

    • Increased brand preference: If your brand is readily recalled, consumers are more likely to consider you when making a purchase decision.
    • Stronger brand loyalty: Memorable brands cultivate familiarity and trust, leading to repeat customers and brand advocates.
    • Enhanced brand image: A well-remembered brand is often perceived as more established and reliable, fostering a positive brand image.
    • Improved marketing effectiveness: When your brand sticks in their minds, marketing messages resonate more deeply, leading to higher campaign ROI.

So, how do you unlock the power of brand memorability? 

While there’s no golden bullet answer, brand memorability is made by targeting the four key drivers of customer behaviour: 

    1. Motivation – Key for gaining competitive advantage
    2. Top-of-Mind – Key for winning the battle for attention
    3. Ease – Key for converting potential buyers
    4. Happiness – Key for long-lasting customer value

Let’s look at each one in more detail.


To create and maintain brand memorability, you need to align your brand with the motivations of your audience. 

By understanding your audience’s motivational drivers, you can identify what is most motivating to them, and then position your brand to take advantage.  

As an example, if your audience is motivated by the security and reassurance that comes with following what lots of other people do and minimising risk and uncertainty, then your brand should play on its heritage, longevity or its universal popularity.  Established brands like Lloyds, and Hovis do this brilliantly. 

If you’re considering repositioning your brand, you’d better make sure you do so in a way that matters to your audience, otherwise it’s pointless. Investing in repositioning your brand should be carried out safe in the knowledge that your brand is going to truly matter and mean something to those you’re trying to persuade to choose you.


Brand memorability builds thanks to a phenomenon known as mental availability. It’s where buyers easily think of and recognise a brand when they’re considering purchasing. It’s also known as being top of mind. 

By investing in these four areas, you can influence and grow how easily and quickly your brand comes to mind for your audience.


    1. Category Associations:
  • Establish clear links between your brand and the reason potential buyers are looking for a solution. In the words of Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
  • Consider when, why, where, with whom and with what your audience is buying from the category, and infiltrate these moments with your brand.
  • A great example of this is London Gin aligning itself to when people fancy a G&T: e.g. Fridays after work, when the sun’s out, at a Festival.  Dominoes is also a great exponent of this – being the official food of nights in or half-time of the live game.


    1. Consistency:
  • Make sure the audience gets a consistent brand experience at all times. Brand elements, messaging, and touchpoints should align across all channels and over time. Inconsistency creates confusion and weakens memorability.
  • Develop brand rituals such as unique and repeatable actions or experiences that become associated with your brand, like Starbucks’ personalised drink orders.
  • Deliver consistent customer experiences: Make sure every interaction with your brand, from purchase to service, reinforces your core values and brand promise. 


    1. Heuristics:
  • Build and maintain mental short-cuts to your brand. This could be well-known symbols, colours, or cultural references that trigger instant associations. Apple’s apple logo and Coca-Cola’s red logo are world class examples.
  • Simplify things. Deliver your brand’s core value proposition in a clear, concise, and easily understood way. Avoid jargon and complex messaging.
  • Create memorable rhymes or jingles: Catchy slogans and songs can lodge themselves in consumers’ minds, increasing brand recall.


    1. Emotion:
  • Build emotional connections with your audience through storytelling, humour, or social causes they care about – positive emotions are incredibly memorable. 
  • Create sensory experiences through brand elements and customer interactions that engage multiple senses, making the brand experience more memorable.
  • Be nostalgic.  If appropriate, evoke positive memories from the past through brand elements or campaigns to trigger emotional connections. 


When it comes to the point of purchase, memorable brands are the ones that people find it easy to access, interact with, experience and buy from.

But people don’t have any objective way of judging anything, our complex brains always need comparisons. Or yardsticks to judge things by. And in the absence of anything more context-specific, our brains will judge without processing (using System 1 not System 2).

In these moments you need your product or service to be the solution when these snap judgements are made. And if you are the default solution, then it’s because you’ve established brand memorability. This is what keeps the CFOs happy, because the investment in brand pays off in sales and revenue.


According to Sonja Lyubomisky’s book ‘ The How of Happiness’,  around 40% of our happiness is down to how we behave.  She states that happiness is generated by three things:

  • How optimistically we look forward
  • How actively we engage in the present moment
  • And how positively we remember the past


To become more memorable, brands can influence  all three of these factors for their audiences:

  1. By stimulating the audience’s imagination, brands align with a positive vision for the future.
  2. By enhancing the audience’s experience, brands maximise the enjoyment of the moment.
  3. By building positive associations, brands are recalled quickly and easily.


Creating a memorable brand takes time, effort, and consistency. 

And of course it requires serious investment. Brand positioning, brand strategy and brand design require crafting by experts. 

But the rewards – increased customer loyalty, stronger brand advocacy, and ultimately, sustained business success – are well worth the investment.