Repetition: Key 5 to a memorable brand

Your first kiss. That magical trip to Disney World. The day you graduated. The memories of some experiences stay with you forever—or so we believe.

Our brains are naturally wired to remember experiences that spark pleasure or pain, helping us repeat or avoid them in the future. But memories aren’t static. To remain as clear today as they were then, they need to be regularly reinforced by tapping into the power of repetition.

When stakeholders—customers, talent, or investors—are weighing their options, it’s tempting to think that the brand with the best product or culture will be remembered first. The reality is often different: memorability isn’t based on merit alone.

To be recalled in crucial moments, brands must show up consistently in their audience’s lives, reinforcing their promise and repeatedly delivering on it through their experience. That’s why even powerhouse brands like Nike and Apple never coast on reputation alone.

It’s easy to associate repetition with predictable or even annoying experiences. Think of the advert you can’t seem to escape or the brand that floods your inbox with irrelevant messages. Poorly handled repetition risks eroding loyalty just as much as a major misstep.

Brands that get repetition right put their audiences first. They consider the customer journey and know when and where repeating a message or experience builds value. For example, an airline reminding us to apply for a travel visa a week before departure is likely appreciated because we’ve all got a lot on our minds and it’s easy to overlook the fine print. 

Repetition isn’t just about helping people process and remember—it also offers reassurance during important moments. Imagine opening your banking app only to see a completely different logo, hear a different sound, or find a totally different interface. Instead of excitement, you’d likely feel alarmed. Familiarity, in this case, doesn’t breed contempt—it builds trust.

Repeating the right brand elements and experience rituals at the right time ensures recognition, trust, and long-term positive memories.

Think like your audience: Step into your audience's shoes and map their journey. Are they encountering your brand for the first time or juggling competing demands? Identify where repetition could offer reassurance or be truly helpful.

Get the timing right: Experiences that occur regularly are more likely to be remembered, but it’s important to get the cadence right. Repeating too infrequently can fail to make a brand element or experience memorable, while overdoing it risks becoming irritating or causing it to lose impact.

Be flexible: Create opportunities for your audiences to personalise their experience and what is repeated. Gathering feedback helps pinpoint where repetition strengthens the experience and where it needs adjusting.

Use your imagination: Repetition doesn’t have to be dull. Think of a coffee subscription that delivers new blends each month, or a restaurant with rotating weekly specials. Rituals can encourage discovery and keep customers coming back.

Repetition, done well, reinforces positive memories and builds a memorable brand that is recognised, trusted, and stays top of mind. It ensures your brand promise is remembered, and your customer experience lives up to it, time and time again.