3 ways to make your brand memorable
Your brand is so much more than just your colors, fonts, and logo. It’s about how you make your target market feel, how you provide them with a solution to their needs, and how you deliver that solution to them. Combining the visual aspects with these other elements is how you create a definitive, memorable brand so the second your target audience is introduced to your brand, they recognize it and remember it.
To be able to do this, you need to understand your target market on the deepest level.
What need are they trying to find a solution for?
How are they feeling along their search for a solution?
What do they value most?
And more…
Understanding not just who your target market is but their psychology is going to make your branding and marketing efforts so much easier.
You’ll also want to know who your competitors are, how you fit into the competitive landscape, and how you’re different as well as an overview of your overall industry.
Once you know all this information, there are 3 distinct ways to make your brand memorable. It may take a little trial-and-error or getting used to but it will be so effective once you figure out what works best for your business and how you can leverage it into more sales.
Create an emotional connection
According to Fast Company, campaigns with purely emotional content performed about twice as well as those with only rational content.
Another study by Motista shows that customers who have an emotional relationship with a brand will likely recommend the company at a rate of 71%.
And last but not least, Nielsen reports that ads with an above-average emotional response generate a 23% spike in sales volume.
This isn’t an accident. An emotional connection with a brand makes the brand more human, more relatable, and real. This is why it’s so important to understand how your target market is feeling when they realize they have a need, along their search for a solution, and then when making the decision on which solution is best for them. That way you can touch on those emotions in your marketing efforts.
If your target market is excited during their search, you can play up that excitement.
If your target market is overwhelmed, you can provide a more calming and grounding solution.
Storytelling is a really effective way to create an emotional connection too. Whether that’s sharing your own story and experience with the solution you’re providing or a customer/client’s or another story that is going to connect well with your target market, this will create a strong and memorable impression on your target market when done correctly.
Share a unique point-of-view
One way to stand out among your competition, especially if you’re in a saturated market, is by having a unique point-of-view and sharing that with your target market. Especially on social media, there are so many people regurgitating similar points of view that no one really stands out; They all blur together. So by sharing a completely different take on a topic, people’s ears are going to perk up and they will definitely remember you because you are different.
Debunk common myths: If there are common myths within your industry, go ahead and debunk them! A lot of people shy away from topics like this but it really positions you as an expert in your field when you take on more difficult topics.
Share an unpopular opinion: Have a completely different opinion about a trend or something else emerging in your industry? Share it and explain your thought process on why you have this different opinion.
Don’t be afraid to go against the grain: Walk your own walk when it comes to your content marketing and positioning yourself within your industry. You do not have to follow the pack to be successful. By going against the grain, you actually stand out even more.
By sharing a unique POV it not only helps you stand out and be memorable but it also helps establish you as an expert and thought leader in your industry as well.
Have a unique voice + look
The last thing you want to do is sound and look like everyone else when creating your brand… that is the fastest way to get lost in the crowd and have no one notice you. So yes, make sure your brand colors, fonts, and logo are all unique AF but also make sure your brand voice is too.
You also want to make sure your brand voice is one that will connect with your target market as well. Revisit your target market analysis and buyer’s journey to see how your target market is feeling along their search for a solution and what they value most. If they are searching for a calming experience then you probably don’t want to use really aggressive and powerful language. You want to have a soothing tone in the way you deliver your message (think about this for the visual parts of your brand too!)
For example, I swear in my copy and content and use a more conversational tone. While I’m not the only person doing that, it is uncommon for marketing strategists and business consultants to do this. But I’m also not marketing to large companies where that might be much more frowned upon. My target market appreciates real talk and getting their hands dirty to make shit happen so that’s what I aim to provide them with.
If you’re struggling to come up with ideas on how you can integrate these 3 elements into your brand, I’d recommend revisiting your market research and analysis. That includes not only knowing and understanding your target market deeply but you’ll also need to have an understanding of who your competitors are, how you fit into that landscape, and an overview of your industry in general. When you have this basic market research and analysis done, it becomes much more clear how you can create a memorable brand so you stand out from your competition… One that also so allows you to create a real connection with your target market.
Don’t be afraid to let your personality shine!
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