How To Create A More Memorable Brand

Last week, I was asked, “Is it getting more difficult for people to remember your brand’s message?”

The short answer is, “yes.” Let’s look at some of the factors that make it difficult to be remembered today than in the past.

What You’re Up Against

Competition is always increasing, and it’s not just from traditional sources (i.e., you are a real estate agent and another real estate agent opens up shop). Replacement services, services that consumers choose to satisfy the same need as your services meet, are also popping up everywhere. An example would be forgoing a real estate agent for FSBO website listings (or Cragslist for that matter).

There is also the ever-increasing noise from advertising and marketing campaigns. Consumers are bombarded with marketing messages in every medium: websites, email, television, sponsorships, billboards, vehicle wraps, direct mail, text messages—some companies have even tried selling ads on fresh fruit. Sometimes it’s easier for people to block this noise out entirely than it is to filter the good messages from the bad.

Finally, there is a greater strain on the consumer’s time than ever before. They are expected to be more productive at work, spend more time with their family, exercise, eat healthier, protect the environment, keep up with pop culture, and watch the latest episodes of Lost, all while quickly responding to emails, Facebook requests, Twitter messages, and answering their cell phones at a moment’s notice.

As I explained to the person who asked me if it is getting more difficult to have a memorable brand, here’s the simple truth: even when I really love a new idea, a new blog, a new website, a new product—whatever—I am likely to “make a mental note” to check it out later, and then I’ll forget and it will be forever gone from my memory.

So then, how can you create a more memorable brand? Here are nine ways to help:

How To Create A More Memorable Brand

1. Be Distinct – Brands that differentiate themselves in the consumer’s mind are much more likely to be remembered because they represent something new and different. Our brains like to dump things into pre-defined categories. If your brand defies categorization or expands a category in a new way, you have a much greater chance of being remembered.
2. Don’t Please Everyone – If you try to please everyone, you’ll please no one and your brand will be quickly forgotten. Who do you remember more from high school: the nice kid who wanted to be everyone’s friend, or the jerk who stole that kid’s lunch money every day? The fact is that trying to please no one is a better strategy for being remembered than pleasing everyone. Look at Twitter. They unapologetically said “No, you only get 140 characters,” and now they are the belle of the social media ball.
3. Never Lose Focus – One of the best ways to increase your brand’s chances of being remembered is to keep a laser focus on what makes you unique. Think about it like this: if you could be remembered for one thing and one thing only, what would that be?
4. Have A Repeatable Message – If you expect your customers to remember your brand, you need to give them a message that is repeatable in their mind. Think, “Just Do It” or “Have it your way,” these are distinct and memorable messages that lend themselves to repetition (and parody). If this seems difficult, fill in these blanks: Only [your company] delivers [what you offer] to [your target audience]. Now, repeat it!
5. Always Provide Value – Every action you take in your business, no matter what it is, should provide more value to your customers. This is the only way to ensure that your brand is delivering the most value possible.
6. Think About Your Brand’s Personality – People buy people, not things. Your brand is the personification of your business, so make sure it has the personality that will attract your target customers, and make sure each employee in your company shares these characteristics.
7. Have Consistent Marketing Materials – I feel like I shouldn’t have to say this in 2009, but I do: all of your marketing materials must be consistently designed! That means that your business card, website, brochures, and sales fliers should all have the same logo, color scheme, typeface, etc. One of the primary factors in having a repeatable brand is having a recognizable icon. At the 2006 Summer Olympics, the McDonald’s arches were the second most recognized symbol in the world behind the Olympic Rings—and ahead of the Christian crucifix.
8. Use Appropriate Marketing Channels - If you’re marketing to the 18-24 demographic, cancel your cable television ads—today! In fact, even if you’re marketing to women over 55, you should cancel your cable ads—they are the fastest growing demographic on Facebook. You need to be hitting your target market where they will be most likely to see your marketing, which will also help them see you as one of them.
9. Repeat, Repeat, Repeat – Marketing messages typically need to be heard 6-7 times before a prospect will be familiar enough with your product to consider purchasing it. Obviously this number will vary by industry, but I don’t think it would be a problem to have your message heard too often!

While your brand may have more competition than ever before, few of those brands will work to become distinct and memorable. Rise above the fray by holding a unique position in your target customer’s mind and by repeating that message frequently, and you have a much greater chance of creating a memorable brand!

photo credit: spakattacks

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