Ep 26. How to Make Your Brand Stick (and Stay Top of Mind)
Nourish Your Brand · Episode 26
Today we're diving into stickiness. Not the gluey kind, the kind that makes your brand unforgettable, that lingers in people's minds like honey on warm toast. If you feel like people scroll past your brand or barely register that you exist, this one's for you. Let's get into it.
Why stickiness matters
Sticky brands stay top of mind, you're the first name people think of when they need what you offer. They build trust, because the more consistently your audience sees you, the more they feel they know you. They create loyalty, so people stick with you and confidently recommend you. And sticky brands can charge what they're worth, because people aren't just buying a product, they're choosing you. Sticky brands don't compete on price.
Why your brand might not be sticking
A few culprits. A lack of focus or consistency confuses people, a brand trying to do everything is hard to pin down, so people move on. A mismatch in your visuals (polished Instagram, cluttered outdated website) creates doubt, and people don't trust what feels inconsistent. And a lack of clarity, if someone can't tell who you are and what you do within seconds, they're gone.
Pick a few things to be known for
This is your signature flavour. Are you known for being quick and efficient? Warm and approachable? Once you know, everything builds around it. Ask yourself: what do I want people to feel when they see my brand? What's the one thing I want them to remember? And my favourite, what's my special sauce? Those answers are the foundation, and getting that clear is exactly what a Brand Recipe session is for.
Add your twist (I do it through theming)
Theming has been a game changer for me. Once I themed Studio Coya around food, people understood where I was coming from and connected with it. A strong theme makes your brand feel intentional and helps people remember you. Look at your personality and your audience, and find a concept that resonates with both. If you'd like a hand, my free Knead a Theme masterclass walks you through it.
Show up
Even the most amazing brand can't stick if no one sees it, there's nothing for it to stick to. Visibility builds recognition over time, and it doesn't happen overnight. I started food theming a couple of years ago and built it through showing up consistently, even rebranding along the way. So ask yourself: are you sharing your brand enough, putting it in front of people through posts, emails, even networking? Sticky brands grow piece by piece through visibility and consistency.
Sticky, not icky
Avoid the things that make a brand feel over the top or inauthentic. Skip the gimmicks, if your theme is so loud people can't tell what you do, it's gone too far. Keep it genuine, buzzwords like "innovative" feel empty with nothing behind them, so write like you're chatting with a friend. Avoid visual overload, let your design guide people to what matters. And don't chase trends that don't fit your energy, a calm, professional brand suddenly doing TikTok dances feels jarring. Stay true to your personality, because that's what people connect with.
Ask yourself this week
What few things do you actually want to be known for?
Is your brand visible enough to stick, or is it hiding?
And is anything tipping from sticky into icky?
Where to go from here
Stickiness comes down to clarity, consistency and authenticity. Pick a few things to be known for, show up consistently, and add your own flavour, and you become the brand people can't help coming back to.
If you're ready to make yours stickier, start with my free Knead a Theme masterclass, and when you want it built out properly, the Brand Kitchen is there. Book a free Brand Pairing call if you'd like to chat.
Related episodes
Ep 28: How to create brand traditions your audience looks forward to
Ep 6: How to build a brand that lasts (and keeps customers loyal)
Ep 68: Why nobody remembers your offer
Resources mentioned
Knead a Theme masterclass – my free mini masterclass to develop a strong theme
The Spread – my email newsletter, with new episodes straight to your inbox
Here's More…
What makes a brand "sticky"? A sticky brand stays top of mind, builds trust through consistency, creates loyalty, and stands out enough to charge what it's worth. It comes down to clarity, consistency and authenticity.
Why isn't my brand memorable? Usually a lack of focus, inconsistent visuals, or unclear messaging, so there's nothing for people to grab onto. Picking a few things to be known for and showing up consistently fixes it.
How do I make my brand more memorable without being gimmicky? Add a genuine twist (theming is my favourite), keep your message clear, and stay true to your personality rather than chasing trends. My free Knead a Theme masterclass is a great first step.
About the host
I'm Aiza, the brand chef behind Studio Coya, a branding studio with a food-themed twist. I help established coaches, creators and service providers brand their signature offers so their best work looks as good as it actually is, and sells like hotcakes.
