Building a memorable brand goes beyond general marketing strategies, it implies positioning values, identity, and meaning in the minds of consumers. For this reason, brands that succeed don’t just share information so more people can “see them”, they connect with self-concept, becoming part of how people see themselves.
This process begins with exposure. Buyers must first encounter the brand’s message, its values, its proposition, in ways that catch attention. From there comes comprehension (understanding what the brand is about), acceptance (deciding it fits with their beliefs), and retention (embedding it into memory). These stages mirror how the brain processes information, but winning brands go further. They help customers reinforce behavior and build habits, two powerful mechanisms that must be executed ethically.
Nearly half (45%) of our daily actions are habits (Neal et. al., 2006). Which explain why people often buy products without even thinking. Here, the habit loop offers a useful lens: cue, routine, and reward. When brands design experiences around this loop, they shift from being “a product I buy” to “a ritual I repeat.” For example, personal care categories like toothpaste or shampoo show how deeply ingrained brand choices can become. The cue (morning routine), the routine (brushing teeth), and the reward (feeling fresh, confident) are tied to a brand like Colgate, making it nearly irreplaceable.
But some brands go further, making the reward emotional as well as functional. Dove’s Real Beauty campaign is a powerful case. Dove started selling more than soap, it reinforced a broader emotional reward: self-esteem, inclusivity, and authenticity. By aligning the brand with values of confidence and belonging, Dove transformed itself into a $7.5 billion platform across seven categories. The exposure of its message resonated, the comprehension was clear, and the reward was emotional transformation. Consumers weren’t just clean; they felt seen, valued, and supported.
This consistent reinforcement turned Dove into a habit-forming brand. People buy Dove not only for utility but for how it makes them feel. Over time, the cue becomes more than hygiene, it’s the memory of what Dove represents. The reward extends into self-concept, making the brand part of identity. This perfectly shows that when information processing aligns with habit loops and emotional payoffs, brands move beyond transactions. They build advocates, loyal customers who repeat, recommend, and identify with the brand because it helps them feel their lives are better.