In a lot of cases, the brand name is simple, unique and
descriptive to serve as the mnemonic by itself. ‘Facebook’ for instance. In other
cases, a visual key helps. Visual mnemonics are known to register a lot more
powerfully than their textual counterpart. Read on to find out how.
The human brain registers experiences in two ways. The cognitive
experience, which is secondary, is where the brain needs to function in order
to register. Reading the letters ‘IBM’ for example. The sensory experience, is
primary, and registers directly without the brain having to really ‘work’. Our
five primary senses enable rapid impressions of colors and shapes, sound,
tastes, textures and smells on our brain- something that doesn’t really need ‘processing’
power.
Naturally, sensory experiences register much faster than
cognitive ones. Besides, the way the human brain works, it tends to register a
summation or overall of individual bits and pieces, rather than remember them
separately. Mr. Pincott says it’s like recognizing a face. You don’t remember
the eyes or the nose or the mouth individually, but you remember the face.
The caveat here (and I might be at the risk of sounding too
obvious when I say this) is that your visual mnemonic should ideally connect
with your brand. It is very easy to create a logo. It is far more difficult to create
a static visual piece that conveys your brand values and reflects who you are. But
if you do manage to create one, use it. Use it with discretion, on important,
powerful pieces of communication, and let your consumer make the connection
thereafter. It’ll register rapidly and powerfully, your consumers will connect
with your values and it’ll create magic for your brand.
