Branding of the Mind – The Power of Continuity

A memorable and recognizable branding is one of the most important marketing missions. In the agencies and departments, words such as “Top of Mind”,”Brand Recognition” and many other technical jargon are often used. They all express one thing: the customer should immediately think of our brand when he has a colour, sound or product category in mind.


Whoever now says this is impossible to deceive. In German usage alone, some brands have become so deeply engraved that they have become the epitome of an entire product line. “Give me a Tempo” instead of “Give me a handkerchief” is just like “… google it” an example of successful brand management. 99 Designs pleads for the abolition of the logo on some brands and shows how effective good branding can be, even without the well known logos. The video of INETDESIGN also shows impressively how our brain is able to store brands.

The power of catchy branding (source: INETDESIGN)


However, it takes time for a company to get there. Especially if there are many other competitors who pursue exactly the same goal. One thing is for sure: it’s hard to be the first in the customer’s memory – but it’s possible to connect your own brand or company with a world of images or colours, to burn a slogan into the customer’s memory.


Branding with Momentum

The magic word is “Brand Momentum”. The customer has to think about where he has seen certain motifs or colour combinations before, and gradually he starts to link them permanently with the company.

Creating a brand momentum is therefore not easy. Clear messages and intense, recognizable experiences are needed – and above all time. Continuity and persistence are the keys to marketing success.


“Consistency in a brand’s promise establishes familiarity among the brand’s prospects as well as its customers.” – William J. McEwen, Married to the Brand


All this sounds complicated and expensive, but every company, start-up and blog can work its way up to the brand momentum in slow steps. By constantly using the logo in photos, in the e-mail signature, in the social media and all other platforms, a first brand momentum can be created on which all further activities can build.

When the messages delivered through the branded channels create added value, customers associate the brand with a positive experience. However, texts and messages must be written and addressed to specific target groups. However, the real challenge is not to forget your own brand core. If this succeeds, a brand can promote it to a high flight, even if not yet directly to the place of the “Top of Mind”.


Post picture: 99Designs

Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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