The exact reason why some brands stick while others vanish

Last week, I was in a meeting with a client when the founders asked me why their brand wasn't sticking in customers' minds.

They'd spent thousands on their visual identity, but customers still couldn't recall them when asked about options in their category.

I wanted to say "because your brain science is off" — but instead, I grabbed a notebook and sketched out what's actually happening in our minds when we encounter memorable brands.

You see, your brain doesn't store brand memories in a single location. When KFC's aroma wafts by and you instantly picture the Colonel, that's multiple brain regions working together to create that memory connection.

What's fascinating is how this works on a neural level. Your brain creates pathways when you interact with brands, and the stronger these pathways become, the easier it is to recall that brand when needed. Think about how certain scents instantly transport you to childhood memories — brands work the same way.

The science shows us that the most memorable brands engage multiple senses:

• That distinctive sound when you open a soda can

• The unique texture of product packaging that feels just right

• A signature scent that becomes inseparable from the brand experience

But here's what many miss: emotion is the secret ingredient. Neuroscience research confirms that emotional connections create deeper memory imprints. The ventral medial prefrontal cortex (a fancy term for a crucial brain region) lights up when we process brands that matter to us personally.

This explains why people passionately defend their favorite brands online — they've formed such deep neural connections that an attack on the brand feels personal.

So what does this mean for your own brand strategy?

1. Create distinctive assets that stand out in a crowded market

2. Develop a consistent language pattern that becomes uniquely yours

3. Design multi-sensory touchpoints rather than just visual elements

4. Build genuine emotional connections through consistent delivery

The brands that trigger automatic recall don't just get recognized; they get chosen without conscious thought. When your branding creates those neural pathways, you're not just marketing. You're memory design.

I'd love to hear which brands have created the strongest memory pathways in your mind. Hit reply and let me know.

Hope you have a nice day,
— Shashank

P.S.

If you're fascinated by this, check out The Brand Engine. It's a step-by-step course that helps you build a brand that actually stands out — not just visually, but in ways that form those crucial memory connections we just talked about.

Ready to build a brand that sticks? Enroll in The Brand Engine Masterclass today.

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