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Choice has never been so wide. In supermarkets, online or on social media, every brand is competing for attention. Besides that they all promise the same things: better, more sustainable, cheaper, or more innovative.But in a world where the choice is big, attention has become scarce.
The real question is no longer how to reach customers, but why they would stay with you. 
In other words: how do you build brand loyalty in a saturated market?

Zichtbaar zijn is vandaag geen probleem, maar herkend worden wel. Veel merken investeren in campagnes die tijdelijk opvallen, maar zelden blijven hangen. Echte merkloyaliteit ontstaat pas wanneer herkenning overgaat in betekenis, waarbij een merk een gevoel, overtuiging of waarde vertegenwoordigt die bij mensen blijft hangen.
Visibility is no longer the challenge, but recognition is. Many brands invest in campaigns that briefly stand out, yet they rarely stay top of mind. True brand loyalty only arises when recognition grows into meaning, in which a brand represents a feeling, conviction or value that people identify with.
That dynamic is captured in the concept of Brand Power, the balance between three forces that together create brand value:
<ul>
<li>Meaningful: the brand fulfils a relevant need within its category and evokes a positive emotion. Think of Nespresso, which sells not just coffee, but a daily ritual of quality and calm.</li>
<li>Different: the brand is sufficiently distinctive, visually and conceptually. Like Tony’s Chocolonely, which links chocolate to a mission of fair trade and purpose.</li>
<li>Prominent: the brand comes to mind at the moment of choice. Like Coca-Cola, which for decades has symbolised togetherness and tradition worldwide.</li>
</ul>
Brands that balance these three forces build not only visibility, but also preference and trust. And that trust is the foundation of lasting loyalty.
<img loading="lazy" decoding="async" class="alignnone wp-image-5095 size-large" src="https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-1024x512.png" alt="" width="1024" height="512" srcset="https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-1024x512.png 1024w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-300x150.png 300w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-768x384.png 768w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-1536x768.png 1536w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Brand-Power-3-2048x1024.png 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" />

From awareness to meaning

Loyaliteit begint bij herkenning. Naam, logo, kleur en communicatie zijn meer dan designkeuzes: ze zijn herkenningspunten, zelfs zonder context. Denk aan de kleurrijke letters van Google, de unieke typografie en verpakking van Nutella of de schelp van Shell. Het zijn geen toevalligheden, maar consistent doorgevoerde merkelementen die over tijd vertrouwen opbouwen.
Loyalty begins with recognition. A name, logo, colour and communication style are more than design choices, they are memory anchors. They make a brand recognisable, even without context. Think of the colourful lettering of Google, the iconic typography and packaging of Nutella, or the shell shape of Shell. None of these are coincidences. They are consistently applied brand assets that, over time, build familiarity and trust.
Consistency builds trust. Trust builds loyalty. Brands that play their brand assets consistently, in communication, behaviour and visual identity, remain recognisable, even as the market around them changes. Read our related blog “<a href="https://www.remarkable.eu/en/insights/summer-sun-and-brand-recognition/">Summer, Sun and… Brand Recognition</a>” to explore why strong brand assets always work.
<img loading="lazy" decoding="async" class="alignnone wp-image-5101" src="https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Nutella-2.avif" alt="" width="95" height="80" />

Recognition is never accidental

Het gaat niet alleen om opvallen, maar om relevantie. Een afwijkend logo of een opvallende campagne trekt misschien aandacht, maar pas wanneer dat verschil ook betekenis draagt, blijft het hangen.
Standing out is easy. Staying relevant is harder. An unusual logo or bold campaign may catch attention, but only when that difference carries meaning does it endure.
Strong brands understand this. <a href="https://www.remarkable.eu/en/case/new-horizons-for-arvesta/">Arvesta</a> brings a group of diverse companies together under one recognisable identity without losing individual character. <a href="https://www.remarkable.eu/en/case/liantis-a-new-brand-after-a-merger/">Liantis</a> unites several service brands into a coherent and human narrative that strengthens trust. <a href="https://www.remarkable.eu/en/case/daikin-goes-beyond-the-conventional/">Daikin</a> combines technical expertise with emotional familiarity, maintaining a consistent story across every touchpoint.
<img loading="lazy" decoding="async" class="alignnone wp-image-5092 size-large" src="https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta-1024x576.png" alt="" width="1024" height="576" srcset="https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta-1024x576.png 1024w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta-300x169.png 300w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta-768x432.png 768w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta-1536x864.png 1536w, https://admin.remarkable.eu/content/uploads/2025/10/Remarkable-Europe_Arvesta.png 1920w" sizes="auto, (max-width: 1024px) 100vw, 1024px" />

Difference with meaning

Brand loyalty is no coincidence and certainly no given. It is the result of brand value built carefully and guarded consistently.
The three pillars of Brand Power offer a clear guide: Meaningful, different and prominent. Brands that master these three don’t just build recognition, they create emotional anchoring. And that is where true strength lies: not in habit, but in meaning.

Brand Power as a compass