The objective of companies is to fix the brand in the memory of their consumers.

Keeping the trademark in consumers' memory is one of the main goals and challenges for communication and marketing professionals, as well as for business managers. Brands do not always constantly update their older products, but they still manage to ensure that customer satisfaction and loyalty are constant.

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Tipz's executive director, Lygia Bellotti, highlighted that investing in the brand's own positioning is essential for the objective to be achieved. “Promote actions that value the brand and remain present in all media channels and in the main communication vehicles, where they are part of consumers' daily lives. Both in the digital world and in the non-digital world, these actions make all the difference,” he adds.

Furthermore, the executive director stressed that brands need to relate better face-to-face with their consumers in order to be able to explore and improve with this proximity. “The main element is that there is truth in everything the brand manages to do, whether in the concept it creates for its products or in its disclosures, everything needs to be genuine”, she concludes.

In an interview, communication and marketing specialist Lucas Rezende pointed out that, to make the brand present in the consumer's memory, it is necessary to follow three strategic actions that are indispensable:

• Create an emotional connection between the consumer and the message being conveyed, in order to generate a feeling and recognition.
• Turning the connection into a practical action, having to bring the customer and the brand, in a certain way, closer to get engagement in the feeling of identifying.
• Show the consumer that your brand defends a cause that may be of interest to him.

Catarina Mattedi Carneiro, who is also a specialist in communication and marketing, assessed that emotional connections are largely responsible for leaving the brand fixed in the memory of consumers. She also points out that connections can be established by exploring senses, such as the use of exclusive scents in stores, offering pampering or with very attentive service to customers, showing real interest in what they have to say.

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