Visibility First: Crystal Lim on Why Brands Must Be Seen Before They Sell

In a recent LinkedIn post, Crystal Lim explores a fundamental yet often overlooked aspect of modern marketing: the necessity for brands to establish visibility and memorability before attempting to sell. Lim highlights a conversation with Leon Goh, CEO of Gourmet Ingredients Sdn Bhd, who prioritizes engaging content over direct product promotion to build brand presence.

The Power of Being Seen

Crystal Lim recounts a discussion with Leon Goh about the humorous social media content created for the brand ‘Ajiya’. While some brands opt for a strictly serious and product-focused tone, Goh’s strategy deliberately leans towards creating engaging and memorable content. Lim notes Goh’s surprising rationale:

“that’s because i want to get my brand out there first by creating engaging and memorable content, NOT to sell”

This approach, as Lim interprets it, signifies a strategic shift from immediate sales tactics to long-term brand building. Goh’s willingness to use humor and engaging content, even if not directly selling a product, aims to capture attention and build recognition.

Building Memory Through Emotion

Lim elaborates on the core principle behind this strategy, emphasizing the psychological aspect of consumer behavior. The idea is that initial exposure is rarely enough for a purchase. Instead, the lasting impact comes from the emotional connection a brand creates.

As Crystal Lim points out:

“People rarely buy the first time they see you. But they will remember how you made them feel.”

This sentiment underscores the importance of the customer’s experience with the brand’s content. When a brand can evoke a positive feeling or create a memorable interaction, it lays the groundwork for future sales. Lim suggests that this initial ‘feeling’ or memory is a crucial precursor to the selling process.

Shifting the Marketing Question

Crystal Lim addresses a common marketing dilemma by reframing the central question for content creators. Instead of focusing solely on the immediate sales potential of content, Lim proposes a more effective inquiry.

Responding to a hypothetical question about how to sell with content, Lim suggests a different perspective:

“Maybe the better question is – “Will people remember us after seeing it?” Isn’t it?”

This shift in questioning, according to Crystal Lim, encourages a focus on brand building and recall. By prioritizing whether the audience will remember the brand, marketers are prompted to create content that is not just informative or promotional, but also engaging, relatable, and emotionally resonant. Lim’s insights, shared through her LinkedIn post, offer a valuable reminder for businesses navigating the crowded digital landscape: visibility and memorability are the essential first steps before the sale can even be considered.