Having a memorable brand is almost always goal number one. There are three elements in almost every memorable brand out there in the mainstream. And for all you who are in pursuit of your memorable brand, here are the three essential elements you’ll need to pay attention to in order to make your memorable brand a reality.
1. Engage your customers to create a memorable brand.
photo credit: carriesommer via Flickr
Memorable brands start when your customers feel an affinity for your brand. That tends to happen when they feel like the brand understands them and when they feel like they are a part of something. This is exactly why campaigns like Kony 2012 work — because the audience feels engaged and feels like they are a part of something. Your job in creating a memorable brand is to find a way to allow your customers to feel engaged and to feel like they are contributing to your success.
Wineries do this extremely well with their wine clubs. A member of the wine club has a much greater stake in the success of the winery than someone who just shows up periodically for a tasting does. Being a member of the wine club allows you access “behind the doors” and gives you an insider’s understanding of what’s happening. Simultaneously, it encourages club members to network among each other at pickup parties and to bring new potential club members with them to taste free.
2. You must be consistent.
Creating consistency with your external image is an essential element in creating a memorable brand. Your customers must know what they can expect from you every time they come through your doors. This is the one of the reasons we see national chain restaurants so successful while local mom and pop restaurants struggle. When you walk into an Applebees, Olive Garden, or Outback Steak House you know that your meal will be the same as it was the last time you ate there. Conversely, the meal you get at a mom and pop restaurant locally may be the very best meal you’ve ever had, followed by a mediocre meal. And its that fluctuation in the meal that will cause you to go to the reliable national chain over the possibly amazing local restaurant. This, of course, is true whether your brand is a restaurant or not — consistency is king.
3. A memorable brand needs a marketing budget.
Creating an engaging and consistent brand is a necessary foundation, but if no one knows that you exist, it’s going to be a slow go. Memorable brands invest 2-8% of their gross revenues into advertising and marketing. The lower the cost of your ticketed item, the lower on that scale you can fall. But the key is to put your money where your mouth is and to pick a few strategic marketing plans and to commit to them for at least 6 months. If you are courting a business-owner market, find the local radio station that does local talk radio and make a radio buy 2-3 times a week during the same hour each morning of that morning show. That buy should be fairly static, not moving around, not getting changed up for at least 6 months. It’s the steadiness of your buy that will create your top of mind awareness.
You can augment those very strategic and steady marketing choices with call-to-action and promotional campaigns, but never, never let making a dollar today get in the way of your long-term strategic goals.
There are lots of elements that can be employed to create a memorable brand, but engagement, consistency, and putting your money where your mouth is, are some of the essential elements that will help propel you to the top of your industry.
- Published: June 11, 2012
- Author: Tisha Oehmen
- Blog: Finding Brand Blog
- Category:
- Tags: Advertising, brand, Consistency, customer, engagement, marketing, Marketing and Advertising, marketing budget, marketing plan, radio, Strategic, top of mind
- Comments:
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This is really a great help to be honest for our brand to become memorable we should think about creating or making it unique and will sure attract many readers or visitor.
Kate, you’re right uniqueness counts but engagement is king. 🙂 Thanks for stopping by!
You are so much welcome Tisha, that is what I know about branding, it is very important specially attracting different clients and costumers.
I just want my brand to become memorable, if I will make it unique, then it means I am super lucky. Thank you for the advice and keep them coming!
Thanks George! You can create an amazing brand, I know it!
Creating a memorable brand is what every business aims at. The tips you have mentioned are great. Proper Marketing strategies are a very important thing for creating a band. The more people see a particular name, the more it imprints on their mind.
Thanks so much for stopping by Richa. You’re so right, familiarity breeds top of mind awareness.
You have presented old wine in a new bottle! This is a great reminder to all the entrepreneurs out there who are looking to carve out a niche for themselves. Thanks for the enriching post and looking forward to more!
Thanks Dipa, I appreciate you stopping by
Of similar importance is recognizing the need for a plan coupled with specific actions to really be able to state that awareness is present among your customers. Many thanks for coming up with this blog entry.
You are so right Kristine. Thanks for sharing your wisdom!
Thanks for the great information that you have shared here. Keep posting more great posts such as these. I also agree that creating consistency with your external image is an essential element in creating a memorable brand.
Hey Tisha,
I agree that creating a memorable brand is the best way to connect with the audience. The tips mentioned in the post are true and every business house must make use of this handful tips. The prime reason for flourishing of one brand is the engagement with the audience. The more engaging the brand is with the target customers, the more are the level of sales.
Thanks so much for your input Aayna! Engagement is key!
A product’s success is most of the time associated with the brand. I am so excited to know more about branding before I start my small biz. Thanks for the tips!
A memorable brand is one that has the ability to directly influence and persuade customers to buy, spread the word and create a steady chain of repeat buyers when applicable. Thanks.
Brand awareness really is of utmost importance to any business; without it it would be quite impossible to gain the recognition we want. I couldn’t agree with you more that being consistent is a critical factor in establishing our presence as business entities. Thanks for the engrossing read.