Finding a person who has never heard about big brands like Apple, Nike, Google, etc. may be a mission impossible in this day and age. There are plenty of factors that influence how a brand becomes memorable and recognizable. Hundreds of books and articles have been written on building a memorable brand, but each brand had its unique path towards the position they are holding today. Still, there are some similarities, and it is possible to discern certain elements they all have in common.
It’s important to remember that it is no longer important what the brand exactly is, but the perception of the brand. Your marketing department creates the perception, but what your customers tell their friends is a far more important aspect of it. As long as they are happy and willing to brag about a product or a service they received from your company, it is far more likely that their friends will decide to try it out for themselves. Word of mouth, as the original marketing strategy, is still the essential tool for creating a successful brand, only the form has changed. Instead of talking about it in bars, people will spread the word on online forums and social media. A compelling social media page design will help you draw users’ attention.
Here are the 9 key elements for building a memorable brand:
Creating a cultivated and passionate audience is one of the essential steps for any brand to take. It is essentially a tribe gathered around the idea. Tribe members are very loyal and very fierce when it comes to defending their idea or a brand in this case.
Try telling to a fervent Apple fan that Samsung phones are better or a Nike fan that Reebok makes superior basketball shoes and see how far you get. Keeping this in mind is essential in the creation of a truly memorable brand.
Loyal customer base can’t be overstated and is one of the most important building blocks of a successful brand. Apple’s fanbase is usually taken as an example of loyal customers since even with products those aren’t really on par with the competition, their sales are always through the roof. And the reason is very simple — their fanbase is fascinated by the brand.
There are several ways you can inspire loyalty, but the most effective ones by far are freebies and swag. Everybody loves free stuff, but it also creates a psychological obligation to reciprocate by making a purchase.
Sending them personalized ‘thank you’ note will also go a long way into creating a bond between a customer and a brand. Finally, make sure to include them in the decision-making process by asking their opinion on new products and services you should be offering.
Reputation is one of the critical elements to build a memorable brand. Getting people to trust you and maintaining that trust is also one of the most challenging things for any entrepreneur to achieve. There are many examples of brands that managed to pull it off. You can use these examples to get an idea on how to do it yourself.
One great example of this is a successful affiliate site AskGamblers that went from just another affiliate site in 2009 to being sold for $15 million in 2018. The recipe was simple. They decided to publish only honest reviews on their websites, and once the word spread around, users flocked there to read them.
Soon, they had millions of visitors that helped them establish as a premium site for online casino reviews. In other words, they built a reputation among their users and maintained it, making a lot of cash in the process.
A brand mission is derived from its core values, and it is something there can’t be any compromises about. It is the heart and soul of your company, and sticking to it is very important in creating and maintaining a loyal following. Brand’s mission reflects the passion of the people working on it; and it is one of the factors that make them stand above other, similar brands.
Naturally, you need to communicate that mission to your audience clearly and concisely; and your marketing campaigns need to reflect both your purpose and your values, regardless of the specific product you are advertising. Consistency is the key here and sticking to your guns in promoting your mission is an essential part of brand development.
What is the element that separates you from your competitors? If your only answer is that you work harder, you are in trouble because that is the answer everybody gives. You need to be unique in some way to be recognized and remembered. Without it, you are just another logo designer, generic product, or service that are a dime a dozen in today’s world.
Recognizing your key strength is imperative because you can’t expect a customer to see what value you add to them if you don’t know or aren’t sure yourself. Focus on things that help your clients overcome their obstacles in a way that no other brand in the market can help. That will be your ticket to fame.
Define Target Demographics
All brands try to increase their target demographics to boost sales, but the most successful ones have a definite group that is their priority and which receives the largest share of their attention. Your brand (or any other brand for that matter) can’t be all things to all people; it is simply impossible. Trying to do that is a waste of time and money. Instead, define your core demographics and focus on them. You need to know everything there is to know about them and develop marketing strategy accordingly.
Some people would say that visual identity and a striking logo are just icing on the cake, but we disagree. An effective logo design is essential in today’s age, especially in the early days of brand development. It should be simple, smart, and slick, and people should recognize it quickly.
Not only will it help you stand apart from the competition, but it will also help you to create your brand. There are many examples of successful logos out there, so you have plenty of examples of how to do it properly.
Unfortunately, there is an equal number of bad examples, and you should study them also — just to see what mistakes to avoid. Every other visual aspect of your brand identity, like colors and fonts, will stem for your logo.
Remember that logo itself won’t sell anything; it will only identify your brand. Based on the people’s perception, it will entice them to either buy or walk away.
Consistent On – Brand Message
Creating a memorable brand is just one part of the equation, and many experts agree that it is an easier one. It is much harder maintaining that position and preventing your brand from becoming one of many one-hit wonders that nobody remembers in a few months.
It is the only way of ensuring your brand’s survival and maintaining your reputation in the years and decades to come. Your message to your clients needs to be consistent and to-the-point; regardless of how established your brand is. It is a common mistake many business owners make; the moment they realize, they already made it big.
They allow their concentration to start wondering, losing focus, and neglecting their obligation. Usually, by the time they realize what is going on, their brand is well on its way to the gutters, a course only rare one can reverse.
Keep in Touch With Your Community
Your oldest customers are usually your most fervent advocates, and communicating with them can help you immensely on your way to the top. That doesn’t mean you can neglect to attract new ones, but maintaining an open line of communication with your base is the key to success. That means sharing all relevant information and taking feedback seriously.
The community will have comments and questions that can be highly useful in developing your products or services, often providing you with the insight you can’t get from anyone else. It is up to you to take advantage of that, and talking with your users should be your daily activity.
There is no precise recipe for creating a memorable brand. Most of the best ones have some distinctive features that set them apart from the field and help them reach their audience. That doesn’t mean you shouldn’t pay attention to the advice given above, just that your core products need to satisfy particular standards before you can even start thinking about your brand. If you have something that people actually want to buy, then only you can start looking at the bigger picture and start figuring out how to create a successful brand around it.
If you have any questions regarding your brand and how you can make it memorable, please visit our website and contact us! We would love to help you, and your brand, in any way that we can.