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How many people will remember your brand tomorrow?
I've been thinking about this a lot lately.
A viral reel can give you 5 million views. Many companies treat virality as the ultimate marketing goal:
→ 1M views
→ 50K likes
→ 10K shares
→ “This campaign went viral!”
And then the campaign ends. The spike disappears. And six months later, the customer remembers the reel.
…but not necessarily the brand behind it.
That's the problem. Virality is distribution. It isn't a brand strategy.
A viral piece of content can absolutely drive conversions. It can create attention, traffic and even sales.
But if the content is memorable and the brand isn't, you've potentially built more memory for the content than for the company.
This is where storytelling and distinctive brand assets become important.
A good story gives people something to remember.
A consistent visual identity, tone, character, sound, phrase or idea gives them something to associate that memory with.
Byron Sharp's work on mental availability makes a similar point: advertising works partly by building and refreshing memory structures so that brands are easier to notice and think of when a buying situation occurs.
And Binet & Field's The Long and the Short of It makes another important distinction:
Short-term activation creates response.
Long-term brand building creates future demand.
The mistake is expecting one viral campaign to do both. So if I were building a campaign today, I'd ask: “Will this get attention?” But I'd also ask:
“After the attention disappears, what will people remember about the brand?”
Because 5 million views are impressive. But becoming the brand someone remembers when they're ready to buy?
That's marketing.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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The blue box and the white and blue sneaker on that deep blue gradient make a strong colour story for a product promo. Do you build the 3D shoe from scratch or from a client model?
Web design is not that important.
I mean - it is, but ultimately all it can do is to present your content in the best way. Put emphasis on your messaging first, then design around it.
You are Right. I completely agree with you, @Roman Avshalumov
Investors and users judge your brand first.
here is the first impression it should make.
