Why Nobody Remembers Your Business (and How to Fix It)

You think about your business constantly, before that first cup of coffee, in the middle of the night when you can’t sleep, and definitely while you’re hard at work throughout the day. So it can feel shocking that people — including your target audience and consumers — don’t easily recall your business’s name, let alone the value it can provide them.

If you’ve put in the work on your logo, packaging, and branding, but still aren’t top of mind, there’s more you need to do. Here are three reasons nobody remembers your business — along with solutions.

Reason #1: You Don’t Have a Story

People’s love of a story is deep — it’s why we go to the movies, read books, watch TikToks endlessly. Give customers a story and a narrative around your company (and your services) and it’ll help keep your brand fresh in their mind.

Aim to develop ways to help your customers imagine using your product and services, and just how good it’ll feel.

Reason #2: They Don’t Feel Connected

Why do people choose one product over another? Price is a factor, or course, as well as quality. But often, people opt for Goodles over Annie’s or instead of Kraft because of a connection to the brand. That’s built based on an understanding of your core audience. Who are they? What are their values? How does your company or product align with what’s important? If you don’t have answers to these questions, it’s going to leave your marketing falling flat — and customers won’t call your brand to mind at the purchase point.

Reason #3: The Feelings Aren’t There

The words you use to describe your company and products or services matter. So too do your visuals. But feelings are also essential. It’s like that moment in Mad Men when Don Draper pitches the slide project marketing to Kodak, the agency’s client. The functionality of the carousel matters (it allowed people to easily share photos) but what Don tapped into was the emotions and overwhelming nostalgia that people experience while looking at photos and diving back into memories. The lesson? Make your company personal, make it emotional.

At Ink & Key, we work with businesses that know something isn’t quite clicking anymore. We help you work through what you do, who you serve, and how to talk about it in a natural way. And it all starts with the message underlying your visuals, copy, and campaigns.

About Me

Lynn Tickner, Founder & Brand Strategist, Ink and Key

When Lynn Tickner noticed how many great companies struggled to articulate who they were and what made them different, she set out to fix it. Fed up with long-winded branding documents that collected virtual dust, she created a common-sense naming process and founded Ink & Key to deliver practical, action-ready tools that help clients reach their goals. As a StoryBrand Certified Guide and Level C Brand Specialist, she leads a growing team that builds standout brands through clear messaging and compelling names. Ink & Key serves clients worldwide with naming, brand strategy, StoryBrand messaging, logo and packaging design, website development, copywriting, SEO, PR, advertising, videography, and strategic advisory services. To learn more, visit https://www.inkandkey.com/.