Sticky Branding

A good brand is one that gets stuck in your customers brain and stays there.

Easy to say, harder to do.

But there are specific techniques to make your brand sticky.

Here are some of my favourites.

1. Simplicity & Brevity

• Technique: Fewer words = stronger memory. The brain remembers short, punchy phrases far better than long ones.
• Examples: Nike — “Just Do It.”
• Apple — “Think Different.”
• How to Apply: Take your big idea and strip it down to the fewest words possible without losing meaning. Aim for 3–5 words max.

2. Rhythm, Rhyme & Repetition

• Technique: Our brains latch onto patterns. Rhymes, alliteration, or repetition make slogans feel like music.
• Examples: M&M’s — “Melts in your mouth, not in your hand.”
• Coca-Cola — “Open happiness.” (the repeating “h” sound)
• How to Apply: Experiment with rhyme or alliteration. Even partial echoes (“Pay Less. Live Better.” — Walmart) stick better than flat phrasing.

3. A Single Core Idea (One-Belief Principle)

• Technique: A slogan should anchor to one big belief or transformation, not a list of features.
• Examples: De Beers — “A diamond is forever.” (not about carats, clarity, or price)
• L’Oréal — “Because you’re worth it.”
• How to Apply: Ask: What’s the one truth my customer most wants to believe? Build around that.

4. Surprise & Twist

• Technique: The unexpected makes people pause and remember. A twist locks it in.
• Examples: Avis — “We try harder.” (They leaned into being #2)
• Dollar Shave Club — “Our blades are f***ing great.”
• How to Apply: Take what competitors brag about, flip it, or add humor. Contradict assumptions to stand out.

5. Emotional Resonance

• Technique: Feelings stick longer than facts. A great slogan makes you feel proud, safe, rebellious, or happy.
• Examples:
• How to Apply: Decide what core emotion your audience craves (confidence, relief, belonging, excitement). Make your slogan trigger it.

6. Visual or Sensory Hooks

• Technique: If a slogan paints a picture or sensation, it lives longer in memory.
• Examples: Red Bull — “Gives you wings.” (excitement/energy)
• Mastercard — “There are some things money can’t buy…” (sentiment)
• How to Apply: Tie your promise to a sensory image — something people can see, hear, taste, or feel.

7. Timelessness

• Technique: Sticky slogans often avoid trends or jargon. They’re built to last decades.
• Examples: De Beers (since 1947)
• Nike (since 1988)
• How to Apply: Strip away buzzwords. Ask if it will still make sense in 20 years. If yes, you’ve got something timeless.

Quick Framework to Create One for Any Business

1. Define the One Big Idea: What’s the core belief or promise?
2. Cut ruthlessly: Can you say it in 5 words or fewer?
3. Add stickiness: Try rhyme, rhythm, twist, or sensory detail.
4. Test it aloud: Does it feel like something a customer could casually repeat to a friend?
5. Future-proof it: Will it still work in 10+ years?

Want your brand to get stuck in your customers brain?

Pick a few and apply them today.