Why Some Brands Stick and Others Slip Away

You’ve just spent a week agonising over your new logo – the perfect blend of fonts and a vaguely inspirational colour palette, perhaps with a triangle or two for 'innovation'. But here's the tea: your logo isn’t your brand. 

Have you ever wondered why some brands feel like old friends, while others vanish into oblivion moments after you’ve seen them? You know the ones, those brands that pop into your head whenever you think of coffee, trainers, skincare or holidays. They’re etched in your memory, practically part of your daily vocabulary. And yet, others fade without a trace. So, what’s the difference? What makes a brand feel unforgettable?

Brands that stick start with a clear identity

First things first: memorable brands know who they are and what they stand for. Whether it's Patagonia’s environmental activism or Monzo’s cheeky, customer-first tone, there’s no confusion.

Clarity breeds consistency. When your brand knows what it stands for—and communicates that at every touchpoint—it begins to build familiarity. Familiarity, over time, leads to trust. And trust? That’s brand gold dust.

If your brand messaging is vague or trying to appeal to everyone, chances are it won’t stick with anyone.

2. Emotion over information

We’re not as rational as we like to think. Neuroscience tells us we make decisions based on emotion and justify them with logic. Great brands tap into this.

Take Innocent Drinks. They’re not just selling smoothies, they’re selling a lifestyle: playful, wholesome, charmingly British. You don’t remember the ingredients; you remember the smile it gave you. That’s emotional branding at work.

So instead of listing features, ask: what feeling do I want my audience to associate with my brand? Is it trust? Rebellion? Belonging? Whimsy?

3. Visuals matter. More than you think

Your brand’s visual identity is often the first thing people notice and the thing they subconsciously file away. Memorable brands have strong visual consistency: colours, typefaces, photography style, logo.

Think about Glossier. Even without the name, their pink-tinged minimalism and clean product shots scream their brand. Or Nike’s swoosh. Simple, bold and recognisable anywhere.

It’s not about being flashy. It’s about being consistent.

4. Speak with a voice that’s unmistakably yours

Tone of voice is one of the most underrated tools in brand-building. A strong voice makes you recognisable even when your logo isn’t visible.

Whether it’s the dry wit of Oatly or the clever, community-driven copy of BrewDog (when they get it right), the best brands speak like people. And people remember how you made them feel.

And yes, tone can carry a little attitude, just enough to spark a smirk. A well-placed line of humour, or the perfect bit of sass, can make you stick in someone’s mind long after they’ve scrolled past. But use it sparingly, like truffle oil.

5. Consistency isn’t boring, it’s powerful

There’s a difference between consistency and monotony. Consistency tells your audience: “You can count on us.” That builds trust, and trust builds loyalty.

The key is to build consistency across every platform. From your website and emails to your packaging and social captions. It’s not just what you say, it’s how you say it, how it looks and how often you show up.

People forget what they don’t see often. A one-off campaign might look good, but if it doesn’t connect with the rest of your brand, it won’t have staying power.

6. Let your audience see themselves in you

Relatability is magnetic. When people see themselves reflected in your brand—whether through values, humour, lifestyle, or struggles—they’re more likely to engage.

Brands that understand their audience’s worldviews and mirror them back authentically stand out. That doesn’t mean pandering or copying. It means being empathetic and culturally aware.

It’s the difference between shouting into a void and having a real conversation.

7. Simplicity is memorable

You don’t need to be everything to everyone. In fact, the more you focus your message, the more memorable you become.

Apple, for example, doesn’t clutter its ads with specs. It sells simplicity, elegance and ease. Clear beats clever every time.

When in doubt, cut the fluff. Say what you mean. Mean what you say. And then say it the same way, again and again.

8. The long game always wins

Great brands aren’t built overnight. It takes time, intention and a whole lot of consistency. But the brands that make it are the ones that commit to the process.

Being memorable isn’t about being the loudest. It’s about being meaningful and showing up, over and over again, until people feel like they know you. And once they know you? They trust you.

Final word: make space in their minds

In a world oversaturated with content, ads and noise, being remembered is no small feat. But it’s also not magic.

It’s the result of clear positioning, emotional resonance, visual coherence, consistent tone and a message that’s been repeated with care.

So the next time someone asks why certain brands just click, you’ll know: they didn’t get lucky. They got strategic. And stayed true to who they are.