Why People Don’t Remember Your Brand and How to Fix It

When I was a student in Beirut, there was a pâtissier I adored called La Brioche. It had been around since the 1950s (maybe even earlier) but closed in 2012 when the baker—a sweet 80-something auntie—passed away. And let me tell you: she made the best chocolate croissants in the world. I’m not exaggerating. I’ve been to Paris (the croissant city), I’ve been to top bakeries, I’ve been to cozy, cute bakeries—not one croissant walked into my heart like this one. They were good, even great, but not like hers.

Stepping into her shop felt like stepping back in time. The kind of place that smelled like happiness. Faded lace curtains, worn wooden chairs, a cash register straight out of the 1950s. Nothing fancy, nothing complicated—just simple, classic perfection. And her croissants? Always the same. The same perfectly baked, chocolate-filled goodness every single time and in every single bite.

And for me, that’s what made La Brioche unforgettable.

Before I started writing this blog, I thought to myself, “Why are some businesses engraved in our memory, while others just whoooosh, disappear without a trace?” And that’s when I thought of La Brioche and the reasons why I will always remember that pâtissier that was located on a narrow street near AUB’s campus in the heart of the buzzing streets of Beirut: 

·       Originality → She wasn’t following trends. She stuck to her style.

·       Consistency → Every croissant tasted exactly like the last one.

·       Quality → No shortcuts. Real Swiss chocolate, not cheap spread.

Meanwhile, all around Beirut (and honestly, everywhere), cafés and bakeries were popping up, chasing trends, tweaking recipes, trying too hard.

And what was the difference between them and her: They blended in. She stood out.

I’m not saying they weren’t good; they were, but they were missing the “memorable” factor.

Now here’s the thing—your brand works the same way.

Your job as a business owner is to be memorable. The kind of brand that immediately pops into someone’s mind when they’re looking for skincare, coffee, career advice—whatever it is you offer.

And to do that, you don’t need to copy what everyone else is doing. You need originality, consistency, and quality.

Originality

Don’t just pick whatever most brands are picking, like font style, branding colors, experiences, content ideas, or even words. Seriously, between you and me, how many times have you read “Made with good quality,” “Modern meets tradition,” “Crafted for you,”  or “Your journey starts here.” Why don’t you write something your brand would actually dare to say, without thinking about what others would say (because everyone else is saying it)? Something like: 

-       “Made with good quality” → “Made the right way, not the fast way.”

-       “Modern meets tradition” → “Past and present working on the same idea.”

-       “Crafted for you” → “Designed with you in mind.”

-       “Your journey starts here” → “We’re that sign you’ve been waiting for.”

Consistency

Show up. People can’t remember you if you disappear for months. Personally, I’ve come across some Instagram accounts that haven’t posted in a couple of months, and I assume that they have closed or are no longer active. Then, BAM, I see they shared a story. Like ???

Even if you don’t have new content, reuse what you already have. I once turned an old LinkedIn blog into an Instagram carousel, and it worked. Repurposing is better than silence.

Quality

Keep your promises. If you say you’ll deliver something, make sure it’s worth what people are paying. That’s how you build trust and loyalty. And to tie this point to the point before—consistency—consistency in quality is so, so important.  

Was there a restaurant you used to go to that served the BEST DISHES when it first opened, but now it’s just a disappointment? Yes. Broken promises. No consistency.

That’s why La Brioche’s chocolate croissants live in my memory forever. Because every bite was exactly what I hoped for. By the way, she made so many other desserts, but that chocolate croissant was the winner for me!  

And that’s what you should do too—create a brand so good, people never forget it.