Becoming a more memorable brand will no doubt drive a positive impact on your sales and help grow your business. Build trust and communicate with your customers with ease by building a more memorable brand. We’ve put together five steps that can help you build a memorable brand.
To be remembered first you must be memorable, but you might be asking yourself how.
We are all hardwired to take notice of things that are different. Being different can surprise people and help cause intrigue. This curiosity is what drives people to find out more about your brand. The first step to standing out from the crowd is to define your brand positioning, arguably the most important step in branding. Brand positioning means establishing where your brand fits in the market and how it differs from the competition. Become a more memorable brand by positioning your brand to stand out in the market.
Brands are a lot like people, every brand is built up of a voice, behaviours, looks, purpose, community in which they belong and things that make them unique. These traits combine to become a brand personality. Developing character is about building a brand personality for your business. A brand personality will define how your brand will look and feel as well as how it should communicate with people who interact with your brand. This can then be executed through all the customer touchpoints of your brand such as advertising, communications, marketing, packaging, social media, website and more. Every time a customer interacts with your brand’s personality is an opportunity to build a relationship with customers helping to build a memorable brand.
Branding is a long-term game. The greatest and most memorable brands of the world have earned their status at the top through consistency. Consistent design and messaging will make it easier for people to remember your brand over time. Starting with a well-designed brand identity can help people to recognise and recall your product or service against the competition. Brand identity refers to a design system that uses colours, graphic devices, icons, illustrations, layout, logos, photography and typography together to create the look and feel for your brand. Once designed this is often captured in a brand guidelines document, an invaluable tool for building brand consistency. The document captures the essence of your brand and provides simple rules that your team and partners can use for years to come when working with your brand. Helping to avoid inconsistent application of your brand and create a more memorable brand.
It’s no secret that people are driven by their emotions. Using empathy to develop a deep understanding of your customer’s emotions can empower your brand and build trust with your customers. Knowing your customers can play a key role in your brands’ success. Part of building a brand is to develop customer profiles. Customer profiles help you to gain insights into customer behaviour and determine what they value about your brand. This can provide a powerful tool to help you communicate effectively with your customers. You’ll likely discover a customer profile has been used at the heart of most successful marketing campaigns.
We all develop expectations of brands and over time they earn our trust. Strong brands understand that they must develop a relationship of trust with their customers. Use values and beliefs as drivers to build your brand. This can help to develop more meaningful relationships with your customers. We believe that today’s consumer is longing for connection and experiences more than features and benefits. Make it easy for customers to understand what your brand stands for beyond making money and in return build brand loyalty that has them buying from again and again.
Memorable brands are built up of many components that work together to earn a place in our hearts as consumers. Design your brand to stand out clearly defined brand positioning, develop a character that people will want to connect with using brand personality, be consistent with the application of your brand with a well-designed brand identity and brand guidelines, use empathy to better understand and connect with your customers, and lastly sharing your beliefs and values will help you build trust and loyalty with your customers.
Get it right and you’re brand will undoubtedly become more memorable.