Have you ever thought about how our brain processes brands? Why do we remember some and not others?
For some, it depends on frequency, on how long we’re exposed to the product; for others, it’s more about personal circumstances and our ability to associate feelings.
The truth is that, to adapt better to our surroundings, our brain absorbs all the information it receives from the outside world and uses it as a reference so it’s ready for new situations.
Looking at the types of memory:
SENSORY MEMORY, provided by the senses after perceiving a stimulus. Its storage capacity is unlimited, but fleeting.
SHORT-TERM MEMORY: limited storage of information for a short period. It’s what you use to remember your mum’s mobile number, for example.
Short-term memory can hold 7 items, give or take 2. According to several studies, a consumer can effectively remember around 7 brands.
LONG-TERM MEMORY, or super memory, can hold an infinite amount of information for an indefinite time, although almost all of it comes from short-term memory.
FOR A BRAND TO BE ON YOUR MIND means you’ve internalised it, so it’ll be one of the first options when you recommend it, and not another, to your friends. Whatever the reason, without doubt, a brand that’s remembered is a successful brand.
MARKETING STRATEGIES TO MAKE YOUR BRAND MEMORABLE
When it comes to selling, always remember that YOU DON’T SELL, YOU OFFER EXPERIENCES. Brands that evoke positive emotions and leave a lasting impression on the public will be the most in demand. Aim for marketing strategies designed to spark particular feelings in consumers.
First, don’t waste energy. Use the principle of consistency and keep information to a minimum. Appeal to curiosity and spark interest in your product with eye-catching resources such as images or striking typography. The consumer’s brain will complete the message once you’ve caught their interest.
Enrich your posts with music, for example, to awaken your customers’ sensory memory: when they hear certain notes, they’ll inevitably link them to your brand.
Be authentic and play up what makes you unique. Captivate your audience with personal storytelling.
Create an unconscious preference for your brand by always relying on the principle of familiarity. Personalising their purchase, among other gestures, is a powerful tool for building closer ties with your customers.
For people to come back to you, you first need to draw them to your brand. From your logo to your colours, involve every valuable element of your brand so it becomes part of the small, select group of BRANDS PEOPLE REMEMBER.
At Conecta we help you communicate exactly what you want to say. SHALL WE CONNECT?
