Brand Overload is all around us. Think about it. It’s not just on television. It’s in our homes, work, driving, and restaurants. Logos and brands are printed on everything, including ballpoint pens, cars, business cards, and advertisements.
Branding is everywhere.
And so is Brand Overload. Would it surprise you to learn that 40 years ago, the average person encountered 500 brands per day, but today we are bombarded by over 6,000 brands a day? There is so much branding you cannot recall 99%. It can be as subtle as the logo on your laptop or as blatant as a billboard in Times Square.
Statistics show 1 in 5 adults spend as much as 40 hours a week online. Google ads reap over $150 billion, and Facebook ads fetch over $69 billion. Urgent messages like “buy now,” “watch this,” “subscribe,” and “click here” prompt us to visit sites that will then tag us for retargeting and follow us everywhere.
What do the experts say about brand overload?
The ad gurus tell us the average consumer must see a brand (not merely exposure) at least seven times before noticing it. Sadly, our brains can only “see” so much and retain even less. Worse, if a product or service brand doesn’t register emotion or need, it will be quickly forgotten. This is why repetition is essential: repetition enforces recall.
Brand overload, or brand pollution, is indeed a “thing,” so how do you stand out from the noise of advertising?
First and most importantly, people are passionate about a brand only if it’s meaningful to them and if it has a strategic position for the target customer. Only evocative brand messages are meaningful for recall, so adopting a clear strategy is vital. You need to tell your story … and it needs to be memorable.
The traditional Consumer Trend Model is helpful in understanding the thought process of a typical consumer and is applicable to any business.
Here’s an example:
LIFE: The Jones family has a lovely home. They have two children and are going to adopt a shelter dog. They have all the preparations to welcome the pup and have all the up-to-date training manuals.
SITUATION: They now have an adorable mixed mutt and have spent time training him. They cage the pup whenever they leave home. They forgot to lock the cage this time, and Fido got out. Not only did Fido have the run of the house, but he also tore their couch to shreds.
OPTIONS: 1) recover the couch, 2) buy a new couch, 3) turn the cushions over and pretend it never happened.
RESEARCH: Here’s where branding becomes critical. Ms. Jones asks her friends and neighbors for a recommendation on a furniture store or a re-upholstery expert. She may travel to a few furniture stores to shop for ideas or options. She may Google “furniture stores near me.” There may be a post on NextDoor for ideas.
DECISION: The Google search is the most important. The search will bring up several paid and organic store prompts. Ms. Jones’s eyes will be directed to the one she remembers most … the one that catches her attention with a story. Remember “repetition enforces recall”?
CONTACT: Ms. Jones calls you or your competitor, who may be conveying a better story in their marketing.
Think about your story and what makes your brand unique. It needs to be “sticky” to stand out, to be memorable. “The mind will not go where the heart has not been.” Does it instill a smile? A tear? Or is it thought-provoking? Is it an event? Does it have feel-good images? Does it touch the heart? Are you offering something that you absolutely know your target needs?
Finally, is your story about how you help the consumer? 84% of consumers expect your brand to create content that builds trust and credibility. What’s your story?
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