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The 3 Essential Elements to Creating a Memorable Brand

Having a memorable brand is almost always goal number one. There are three elements in almost every memorable brand out there in the mainstream.

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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.

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.

memorable brand


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions

Comments

  1. 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.

  2. 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.

  3. 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!

  4. 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.

  5. 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.

  6. 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.

  7. 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!

  8. 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.

  9. 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.

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