What Matters in Branding: Memory and Recall
The article I wrote previously about branding is popular.
Reading it back, though it may sound conceited for me to say so,
I think it is a good example that simply expresses the essence.
Extracting the important essence from this further,
I realized that what is important in branding can be organized into two things.
Getting remembered (remaining in memory)
First, the most important thing in branding is
to be remembered
. If it doesn't remain in memory, it's not even branding.
Whether conscious or unconscious, it doesn't matter,
but in any case, you need something that remains in memory.
What kind of image is it remembered with?
It's not just about being remembered,
you want to be remembered with a good image.
Positive experiences and sensations tied to the memory are important.
That could be:
A visual image that pops into your mind instantly
An auditory image like a sound or rhythm
An image accompanied by physical sensations like texture or scent
It would be great if a good image is remembered
by overlapping with various sensations.
Is the first impression the deciding factor!?
Sometimes the impression from when you first see it remains strongly.
What do you do
to ensure the first impression becomes a good image?
There are also images formed from long-term relationships.
Sometimes, through repeated contact,
it just somehow remains in your memory.
Continuous, sincere responses...
The first impression and
the image accumulated through frequency of contact
Both, once they reach the stage of remaining in memory,
begin to function as branding.
Getting recalled (being the first thing that comes to mind)
Even if you are remembered, it is meaningless if you are not recalled.
In what situations and in what way do you want to be recalled?
When people think of XX, they think of you (to be remembered that way)
XX includes your strengths, features, and the scenes where customers recall you.
The name of your company is the 'you'.
It means that when customers hear the word 'XX',
you want them to think of your company first.
It would be ideal if you could be recalled in the best situation and at the best timing like this!
To be remembered
To be recalled
Just by being conscious of this,
I think you can think simply
about what you should do for branding.
Branding is often said to be difficult to understand,
but I have organized it simply.
All that is left is to put it into practice!
This article was written by
Shigeki Kawahara, a 'Future Realization Partner' who increases revenue pillars
https://mousoubiz.com/
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