I Don’t Know the Brand’s Name. I Always Buy It.

Until today, I didn’t even know what the brand was called, but I always buy it.

If they changed the packaging and logo tomorrow, I’d be lost. I’d have to start over with one of the other brands in the same aisle at Tesco, even though I’ve spent hundreds of pounds on it over the years.

Why? Because I don’t remember the brand name; I remember the bottle shape, the colours, the font, and that, maybe, there’s a picture of a bath on the bottle.

This is the power of brand codes: the subtle cues that bypass conscious thought and embed themselves into our decision-making process.

Here’s the thing: just because someone can’t recall your brand’s name doesn’t mean they aren’t brand aware. People don’t walk around with a mental database of brand names; they remember the colours, the shapes, the feelings.

Brand codes are what keep you top of mind, even if your name slips away.

A lot of consumer choices come down to two simple heuristics: “What have I seen others do?” and “What have I done before?” Especially in categories where we, quite frankly, don’t care about the product; we just want to get the job done. Brand loyalty in these moments is less about love and more about convenience and familiarity.

Build brands that people remember, even if they forget the name.