The human mind is incredible. Our brains are our most complex body part. Everyday our brain has to accomplish a million different functions including building and recalling from our memory. Isn’t it amazing how many things we can remember… and forget! To think we only use 10% of our brains. Imagine if we could access the other 90% we could be super human.
How Our Memories Work
As you may know our brains have short-term and long-term memories. Each functions from a different part of the brain. When you are dialing a phone number your brain has to store information into its short-term memory. This causes regions of your pre-frontal lobe to become very active. This is very front of your brain where your forehead is. We keep our pre-frontal lobe active during most of the day as we work on accomplishing everyday tasks.
Information is transferred from the short-term memory to the long-term memory via the hippocampus, which is found in the temporal lobe. This is when your brain starts to encode and sort the information. Then the brain works on recalling the memory.
Watch this fun video on how our memories work.
Our memory is much more complex than can be explained here. However, in this post lets explore repetition. After all, this is what we use promotional items for in our businesses. The idea is to choose memorable gifts and that each time they are used or seen the receiver can recall a memory about our business.
When something is repeatedly in front of us it is continuously entering our short-term memory. The more that happens the stronger the memory gets in the long-term.
Brand Memory
Our associations with specific brands are stored in our long-term memory. When we are shopping for product or services we tend to make several decisions with in seconds based on a brand. So, if it’s a brand that we can easily recall then there is a higher chance that we would choose that brand. Building a brand memory is not only done by repetition. The more you mix it up the easier the memory will be recalled. You can increase brand recognition in many ways such as providing good customer service, adding value to your name with strong impressions and displaying your brand across several mediums.
Do you find that you remember information better if you repeat it? What ways can you come up to access your clients short-term memory enough to have them commit that information to long-term memory? How can you use custom logo gifts to increase your brand identity?
I always had such a good memory until I had Encephalitis in my early 30’s. I couldn’t remember a phone number unless I wrote it down. I couldn’t keep track of what my 2 young children were doing; just one at a time. Couldn’t follow plots of tv or movies. I have gradually improved but not to where I once was. It made me very aware of the different types of memory.
Beth Niebuhr recently posted…Why Women Don’t Buy
Beth- I am sorry to hear that you had Encephalitis. Your writing is amazing and one would never know that you had a memory problem.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I’ve learned to live with it and it has improved over the years. Now I can just blame my age!
Beth Niebuhr recently posted…How to Attract Readers – Tips and Tricks
Beth- I blame my age for a lot things.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I’ve never before thought about building brand memory in terms of how the brain works, but it makes sense.
Donna Janke recently posted…San Antonio Riverwalk and The Alamo
Donna- So many brand names use brand memory with the jingles they create and we find ourselves singing them or humming them.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
Really thought provoking post Arleen. My background is in marketing so I can certainly appreciate the value of repeating your message, but I also believe you made a good point about mixing up the way we deliver that message because not all people process information in the same way. For example I am a very visual person, but I will opt to read an article rather than watch a video or listen to a podcast. It’s a fascinating and complex issue. Thanks for the inspiration!
Marquita Herald recently posted…How to Protect Yourself From Chronic Complainers
Marquita- If we repeat the same message over too many times the same way, it becomes white noise. I am a visual person so I like images to tell the story. I seem to remember it more. That is what is so interesting is how different we all take in the same message.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I just recently watched the movie Lucy which brings to mind what we would really be like if we could access a larger percentage of our brain. Memories are interesting because we all form memories differently even when experiencing the same brand or event. I once had a professor who had us write about our first memory. She had been collecting first memory writings for years in order to see commonalities.
Jeri recently posted…#PubTip: 5 Reasons to Crowdfund Your Next Book
Jeri- Haven’t seen the movie yet. I was told that doing agility with my dog is using a part of the brain that we do not use all the time. You have 8 minutes to memorize a course of 20 obstacles. You might have to wait for 2-3 hours to run the course and make sure you not only remember the course but give the proper instructions to your dog while running the course. Our brains are fascinating what it can do.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
Hi Arleen, neat approach. I never would have thought of promotion and long-term memory going together but you make it a natural process, which it really is. When you do get a product, especially one that appeals, you think of that business every time. Interesting.
Lenie recently posted…GMO – A Follow-Up
Lenie- You have created your own brand and it has stayed in my mind. I look forward to reading your blog as it is appealing. So your branding is working on the memory.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
What this brings to mind right off the bat is a Realtor in our neighborhood with a catch slogan. This guy has his face and slogan on everything… In the grocery store on the little sticks that divide the orders, on tablets on your front step, on signs, on cars, you get my point. Have I ever bought or sold a house with him, no. Would he be the first brand that comes to mind if I needed to… You betcha.
Susan Cooper recently posted…Layer Cake Primitivo-Zinfandel: #Wine
Susan- Your story made me think when I sold real estate and advertised. Years later people still recognize me. I advertised with Dachshund and the slogan was “The long and short of it is that Arleen can sell houses.”
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
Interesting post about memory and branding. I know there is a theory about our ancestors memory. It has long been known that the human race had technology, but failed to develop at a fast speed. The reasoning might be they had a short term memory, they knew how to make tools, but then forgot where they were. So they had to repeat the process of creating tools over and over again.
As for brands, I do remember specific brands when I go shopping, but also cost is very important too.
William Rusho recently posted…Planning your video shoot.
William- I remember seeing on 60 minutes about our memories. As we get older our long term memory becomes greater and our short term is less, so repeating our message in many different ways does create an impression
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I think brand memory can work both ways. You can also come up with brand associations based on bad experiences. For example, I was trying to call Comcast a couple weeks ago and every time the auto-attendant system was supposed to transfer me to a live person, it disconnected the line. And it repeated about 5 times. So guess what I associate with Comcast customer service?
Ken- You are so right that their are good brand memories and bad ones. Since I do not have the patience I once had the bad ones become more vivid
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I would love to be able to use all 100% however the notion is a little scary as I am not sure what I would get up to. As for brands, so many fall into the unknown and forgotten simply because of budget. You have to be really creative to make it stick if you are a small player.
Tim recently posted…Apartheid
Tim- Having an unlimited budget doesn’t hurt, but you can make a lasting impression even if you are a small player. In our Blogger Group we visit each others blog, we know what they are about, so the impressions are being laid in our brain.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
Hello Arleen
This post reminds me about a post that I have written for my students about short term memory and long term memory.
I told them how they can recall the information and shift it into long term memory. Our minds are truly amazing.
For brands, I think, good experience and quality of the brands shift the information in long term memory and while buying any product, great experience with any brand can help increase likelihood.
I too have seen that people are also drawn by the surprises, may be they buy the brand to have a look, what surprise they will get. I think my daughter is very influenced by this thing and when ever I will try to buy something for her, she will take me to place where she got a surprise gift.
This is how things work for my daughter.
andleeb recently posted…Rainbow : #Childhood Memories.
Andleeb- Even at a young age your daughter is reacting to the surprise. That surprise is instilled in her memory. What a better way to sell a brand than through our children? If as parents we forget the child is right there to remind them as they have a great knack of remembering want they and forgetting what they don’t want.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I wrote a whole comedic blog about short and long term memory…however, I do remember things that are repetitious for sure. I had never thought to direct branding towards short term memory, but it makes perfect sense!
Jacqueline Gum recently posted…Government… Where’s The Justice?
Jacqui- We all want our short term memory that person is currently thinking about to become long term and not forget us. I wonder if I will run out of storage in that long term memory. Good excuse if I can’t remember something.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
I’m not sure I understand the connection of a type of , “brand” with a person’s short term memory. As you stated, memory and how we store memories is complex. All information passes through short term memory, but nothing is stored in short term memory; information only remains there or a few seconds.
However, I think the idea of manipulating your brand so people have multiple associations with your product is a great idea. For example, how they feel about your product, and the different senses your product relates. An example is McDonalds, their brand appeals to the people’s feelings, (happy families) and to their senses of taste and smell. The more types of associations the stronger the memory.
I’m sure I completely missed your point Arleen, I’m sorry. 🙂
Pamela Chollet recently posted…PERSONALITY QUIZ: Are you Anxious or Relaxed?
Pamela- How many times do we hear someone say I said that several different ways but at first we didn’t get it. It is important to mix it up. I agree that associations does create a strong brand and gets locked into our long term memory. You really didn’t miss the point.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
Arleen — loved the video. Repetition is the key — that’s why advertisers repeat their ads until they become memorable. Research shows that playing games like bridge and chess improve memory and keep your brain sharp. I play bridge every week because I enjoy it but also because I know it requires me to think and keep track of the cards played and their sequence. It’s almost like a war game where you need to be planning your moves three steps ahead. The American Contract Bridge League partners with the Alzheimer’s Association and sponsors charity games for their benefit.
Jeannette Paladino recently posted…Why Wonât the Banks Accept My Money!
Jeannette- Anything one can do to massage the brain will keep it sharp. Bridge is using not only your long term memory but your short terms. Repetition is important and it helps to mix it up so the message stays memorable
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
This reminds me of when my kids were little. Long before they could read, they would know what store we were pulling up to, just from the logo. That really tells you something about brand memory!
Meredith recently posted…You Can Make a Difference with Give Her Life
Meredith- You have also bought out a good point why a logo is so important.
Arleen recently posted…What is Short-term, Long-term and Brand Memory?
This reminds me of brands that use little song rhymes. They get into your head and you can’t get rid of them. Really annoying… But the point is that brands know how to access those senses that place their information before anyone else’s. Cute video BTW. 🙂
Cheryl recently posted…#Depend: Silhouette Active Fit a Healthy Choice
Cheryl- Many times I have found myself singing a jiggle that I can’t get out of my head. Interesting what we store in our brains
Arleen recently posted…What is Short-term, Long-term and Brand Memory?