How to Establish a Memorable Brand

We’ve talked in the past about the importance of establishing a memorable brand, but even if you understand the importance, the how might still be eluding you.

Why People Buy

After all, you get the idea that people don’t buy what you do as much as they buy why you do it. They want to invest in a business where they feel a personal connection to the person (or people) behind it, their values and their character.

But how do you communicate who you are to your clientele in a way that really demonstrates who you are and why you’re different from other businesses out there that might do something similar. More importantly, how can you do it in such a way that they don’t forget about you and they recognize you every single time they encounter your brand?

How Do You Create A Memorable Brand?

Remember your target audience. 

Who your target is will determine how you communicate with them. After all, you’re going to talk to your grandparents much differently than you’ll talk to a group of teenagers. You want to make sure you’re communicating with people based on their specific interests, using their specific lingo, appealing to their specific sense of humor…you get the picture!

Imagine your business as a person. 

If you’re having trouble targeting your audience (or staying consistent with your targeting efforts), start thinking of your business as a person. What does your brand look like? What does your brand sound like? What style of clothing do they wear, and what type of language do they use? Are they funny, or are they serious? Are they kind, or are they a little bit snarky? Picturing your brand as a person will help you in being creative and keeping consistent. It helps to take the time to flesh out this persona.  Maybe even find a photo of someone who fits the bill.

When you create your logo or brand voice, they should be built around your brand’s personality. Think about what colors this person would like, what font they would use for lettering, and what artistic style would best reflect them. When you’re writing copy, either for your website or for social media, ask yourself whether you could really hear your brand saying these sentences (this is what people mean when they talk about having a strong brand voice).

Think about it this way: If you follow national or global brands on social media, you’ve probably noticed that their posts all sound as if they’re coming from the same person (even though you know they probably aren’t). You also might have an easy time picturing the person writing those tweets or Facebook posts as somebody who could be friends with the customer. Coco-Cola tends to be relaxed and down-to-earth, whereas the jewelry company Tiffany’s is elegant and ultra-sophisticated.

Cultivate admiration and respect in everything you do. 

Remember that your following is always watching you, and they’ll notice not only what you do but also what you don’t do. Think about it from an outsider’s perspective — would you admire and respect your brand? This doesn’t mean that you should adopt a holier-than-thou-art attitude when it comes to charities your business supports (because that’s a surefire way to lose admiration and respect). However, you can and should take the time to educate your followers about what causes are important to you, and you should encourage them to support those causes too.

Don’t forget that admiration and respect isn’t simply about philanthropy. Being ethical might include environmentally friendly practices or just gracefully addressing negative comments as soon as you encounter them. This includes private and public behavior on behalf of your brand — remember to reply to comments, tags, direct messages, and emails with the same approach.

Don’t be afraid to use recurring motifs, characters, or sayings. 

This goes back to having a distinct style for your brand’s aesthetic and voice. Having something (or even several somethings) that are recurring will help with brand recognition. Some brands choose to have an actual mascot, whereas others opt to simply have specific characters that pop up in their marketing all the time. 

The car insurance company Geico loved using recurring characters like the Gecko who would tell people “I’m a Gecko — not to be confused with Geico!” or the Caveman who took offense to the slogan “So easy a caveman can do it.” Even if you never bought your car insurance with Geico, you definitely remembered the brand because of these characters and sayings.

Make it personal. 

Above all, aim to be as personal as you possibly can be. People will always remember the way you make them feel, and customers love to feel valued. While bigger brands might have trouble giving each individual interaction on the internet a personal touch, they should aim to come as close as they possibly can. This is one advantage that smaller businesses do have over larger businesses, so take advantage of it! Let each individual customer feel as if you truly care about them and their experience with your business.

Want more guidance in establishing a memorable brand? Our team at ASMM Digital can help you realize your unique value and communicate it in your marketing efforts. Reach out today by calling 443-679-4916 or emailing ann@asmmdigital.com.