The Purpose of Branding Is Not To Be Noticed, but To Be Remembered

An Opinionated Perspective

When someone thinks about branding, they may believe its purpose is to get noticed. In reality, this is not true. Companies should use branding to ensure people remember the brand and what it stands for. They can accomplish this by understanding their audience and creating a message that resonates with its desires and needs. A brand should come across as trustworthy, reliable, dependable; it should offer something different than other similar brands in the market, have a personal touch, tell an exciting story, or create an emotional connection.

Brand owners must intend that their brands stay in the viewer’s mind long after advertising piques interest. Brands that establish a strong message will have an easier time being recognized and recalled by consumers. Branding is more than just a logo. Yes, it’s the look and feel of your company and everything that represents to your customers. But it is also what makes you different from the other guy—what makes your company an individual, not a part of the crowd.

A brand is a recognition a customer becomes attached to through repeated exposure and association over time. Brands are not fashion or fads; they are enduring symbols that impart their owners’ true identity. A brand is memorable when it defines its owner and makes it easier for people to recall who they are.

Taking this into consideration, think about the logos and brands you see daily and how many of them stand out in your memory. The ones that do have something in common: they all communicate a story. The Nike “swoosh” logo stands out because most people know that it represents fitness, speed, intensity; they’re reminded of Michael Jordan’s gravity-defying dunks or Tiger Woods’ amazing ball-striking ability when they see it. Apple’s logo communicates simplicity and elegance; their products are user-friendly, stylish, and cutting-edge.

Companies create memorable brands when they represent themselves according to their targets’ values and expectations, rather than by the needs of the advertising industry or the company’s own internal needs for self-promotion. Brands need something new and unique about them—some distinguishing characteristic setting them apart from their competitors—if they want people to notice them and remember their name down the line.

A brand image must be clear; it needs to have a focus or point of difference, uniqueness. Brands also need to have a cohesive story if they want to impact consumers. The story should be clear and vivid in the consumers’ minds. It should be easy to understand for the target audience. It should be emotionally impactful, and it must resonate with the appropriate audience.

As many people as there are in this world, there are just as many companies vying for their attention. With so many options, what will make a consumer choose one over another? A well-branded company sets itself apart by understanding its target market and meeting its needs in ways no other competitor can.

Our insightful—albeit obvious—saying from the world of branding goes like this: “Unless we remember your name, we probably won’t buy your product.” Is your brand memorable? What action can you take today to make it more extraordinary?