People don’t have the mental capacity to take in everything going on around them, so they are wired to ignore most of it and only attend to things that are out of the ordinary (in case they represents a danger or new opportunity).

This means that your brand's communications need to be distinctive and arresting enough to grab your audience's attention quickly and hold it. Once the audience's attention has been gained, your communications need to create brand memories that will influence purchase decisions later on.

Ideally, the brand impressions created by your communications will also make users notice the aspects of delivery where the brand excels.