Brand familiarity creates loyalty.

1 min read

Yesterday too, I spent the usual 15 minutes staring blankly at the Sainsbury’s loo-roll aisle…only to walk out clutching the exact same pack I always do.

The options are endless, and prices require PhD-level algebra calculations. Softness versus resilience, how does one choose? Some rolls even smell like sandalwood now. Do I even like sandalwood? I think I’d prefer jasmine. But does it matter? Also, eight plies versus four? Should I ask AI at this point?

By now I’m overthinking, my husband is annoyed, and the staff probably think I’m planning a heist. So I grab the familiar: Andrex, quilted, unscented, cute puppy. Job done.

Which brings me to the real point: familiarity wins.

Most of us default to what we know, unless something goes wrong or someone convinces us to switch. That’s great for established brands, it keeps their customers loyal. But for newcomers, it’s tough to break habits; you have to stand out, make a clear proposition, and earn attention.

That’s where branding comes in. It’s not just decoration (logo, sleek font, fancy colours…) it’s how you get people to pick a different brand of  toilet paper.