There are four dimensions to brand memorability and most B2B brands fall short on all four.
THE PROBLEM
Most B2B brands are credible, very few are memorable.
Walk through any wealth management or professional services website and the same patterns appear. Navy blues, stock photography, ‘trusted partner’, ‘client-first’, ‘long-term relationships’.
This sameness is a commercial problem because 9 out of 10 B2B buyers start their product or service research with at least one brand already in mind (Forrester, 2024). If your brand is not being remembered before a prospect is ready to buy, it won’t be considered when they are.
THE FRAMEWORK
The Un4gettable Framework measures brand memorability across four dimensions, each grounded in published research from Ehrenberg-Bass, Byron Sharp and System1. We use this framework to assess how memorable a brand is and what it can do to make it Un4gettable.
Un4gettable Framework
Most B2B brands score low on all four dimensions. Click on high, medium and low to see what separates the memorable from the forgettable.
A memorable brand stands for something (Belief), looks and sounds like no one else (Distinctiveness), shows up at the right time (Moments), and keeps doing so (Consistency). The Un4gettable Framework measures all four.
CONTACT
Where does your brand sit on the Un4gettable Framework? Book a strategy call with Find Your Angle to find out.
- You suspect your marketing is credible but not memorable and want to understand why.
- You are planning a rebrand or campaign and want to make sure you make the most of your investment.
- You want to see how memorable your brand is compared to your competitors.