Why can't people remember your brand?

The average individual is exposed to approximately 3000 advertising messages each day. How many do you remember?
September 13, 2021
Why can't people remember your brand?

Picture this: you recall seeing an ad on Instagram with an interesting product and you later wanted to go back and find it again but were unable to. Is it because of your memory? Maybe the logo looked like every other logo? Perhaps the design of the ad was pretty basic, but why couldn't you remember it? From our marketing agency to you: here are some tips and tricks to help you out.

Start with the why. Not to be harsh, but try to think about everything you could be doing wrong. Be honest with yourself. Why aren’t people engaging with your advertisements? Your messages? Why can no one seem to remember your purpose? Do people know your purpose at all? Why is the traffic to your website so low and the engagement on your Instagram diminishing, too? The faster you acknowledge your weaknesses, the faster you’ll be able to move on. Communication and marketing is not meant for everyone, but there are always resources and agencies to help.

Now that we’ve discussed the ‘why’, let’s consider the ‘because’. 

Maybe no one relates to your ads. Maybe you targeted the wrong consumer. Maybe your method didn’t stick because you didn’t truly understand your target. Perhaps people were presented with your ads, but they weren’t really made aware of your product or what makes you special. Is it because you weren’t repetitive enough? Did they understand why they were being shown this ad? Why are you important to them? They saw the ad once, maybe twice, and they weren’t touched by your presentation. So what reason would their brain have to store a memory of your product? You have to convince them! Whether it’s via language or just allowing the visual identity of the product to speak for itself, they must know everything they need to know about your product within a few seconds. Their attention won’t last for long, making this the most challenging part. 

We’ve now successfully asked ourselves a majority of the important questions, and can begin talking in full sentences. Let’s proceed. 

Remembering a brand and its product is not automatic.

It's like meeting strangers at a party. You arrive, there are 30 people, and some stand out more than others. Is it because of their look? Is it because of their attitude? Both, actually. But what are the chances you look good enough to please everyone?  Maybe if you put on that dress or that button-up shirt, one or two people won't forget you. But what if you spoke loudly and expressed your feelings, shared real stories, talked about your failures, your triumphs? Well, I can imagine that for some of you, that exercise must be terrifying; being vulnerable in front of strangers is hard, challenging, and can feel like jumping from the 6th floor of a building. But what do you prefer? Being invisible? Or unforgettable?

All brains work the same. Our brain compartmentalizes information into sectors such as "vital" and "can live without". Most of the time, we remember things because they made us feel something. Whether it was a good or bad feeling, some memories don’t disappear over time. We remember the smell of our grandma's famous chocolate cake, the feeling of our first kiss, (and first heartbreak) and that bomb advertising campaign that we felt understood us. 

Because your advertisements must remain as specific as possible so that people can relate, you’re going to have to think outside of the box. In order to find a method that allocates to more than just one category of people at a time you are going to have to take a risk. Whether it’s financially, personally, or professionally, it is unavoidable. This doesn’t necessarily mean it’s a bad thing. The biggest risk you take has the potential to be the one that changes your life for the better. And if you wait, you’ll find that the best opportunities will be missed. Don’t wait. 

Advertisers and brands often forget that they're talking to people. Where do we start? 

Awesome question. You can start by understanding the challenges of advertising.  The article discusses flexibility and sensitivity in the advertising world. It is crucial to be sensitive to your audience. That way, they’ll feel more understood by your brand and thereby more inclined to use/invest in it. 

It is important to remember that a "target" is not a group of mundane humans spending all of their last pennies on your new ice cream. They are individuals, with a life, with struggles, with specific tastes and desires, with dreams and passions. So, the next time you're designing a logo, crafting your brand strategy, or redesigning your website, think about yourself a bit, but try to maintain a majority of the focus on them and what they really want.

Once you successfully get your target to buy your product or service, they are no longer a target, but rather, a consumer. This is where you have to take extra care of their experience. Check every box and make sure that their direct experience with your team, website, or customer service agents are absolutely impeccable. If their encounter, at any point, goes awry, you can consider yourself one customer less. 

The most crucial lesson to take away from this piece of writing is simply to take care. Take care of your audience, yourself, your image, and anything else you can take care of. We practice incorporating kindness into everything we create. It’s worked out pretty great, if we do say so ourselves. We recommend you do the same. But also, please don’t be afraid to take risks. You can’t move forward if you continue making decisions that keep you in place.