Making Brand Memories | ed.34 | The Branders Diary

Your brand is strong. Your identity is defined. But customers are still not thinking of you when they have a need to purchase?

That's why association is the next tool in your arsenal.

Building memorable associations is a crucial part of creating a lasting impression on consumers.

Memory is the first (and strongest) search engine. Consumers will then go to Google, TikTok and Friends for the next part of their decision making process.

How do you make memorable associations?

Use sensory experiences

Incorporate sensory experiences such as music, smells, and textures that customers can associate with your brand.

Tell a story

Humans are wired to remember stories better than facts. Use storytelling to create a narrative that customers can connect with your brand.

Use emotional triggers

Emotions are a powerful tool for creating memorable associations. Use emotional triggers in your marketing campaigns to create positive associations.

Be consistent

Consistency is key in building memorable associations. Use consistent branding, messaging, and imagery across all your marketing channels.

Create a unique experience

Create a unique experience that customers can associate with your brand. This could be a special event, a personalised service, or a unique product.

Collaborative Association

Connect your brand with allies, situations and memories.

Your brand becomes the go to when you are connecting to a memory.

For example, when you think of celebrating a wedding, what do you think of?

Is it Mo?t & Chandon ?

When you hear your brother-in-law is starting extreme sports, you think of GoPro and Red Bull .

• Need to search for something? Google
• Have a headache? Nurofen
• Need to get from A to B? Uber
• Chapped Lips? Carmex
• Bored? Netflix

This is memory association. And this is your strongest method to building brand salience.

The most successful brands can build memories through situations and opportunities. If you are looking to build your brand salience, DM me or email [email protected]