As business owners, we do whatever we can to make sure that our company will last. We fulfill orders on time. We go above and beyond for our customers. We treat our staff well. We offer exceptional products and services. We invest in advertising, marketing, and sales teams.
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While many of these building blocks of creating a successful business are somewhat intuitive, what can be confusing is deciphering how to create an unforgettable brand. Is it the color scheme that you need to consider? The slogan or the logo? What you post on social media?
The truth is that all of these elements and more are part of your overall brand. But to create a brand that customers will remember, you’ll need to go that extra mile. Here are a few ways that you can make your brand memorable.
All unforgettable brands know their customer base like the back of their hands, and you should too. When a brand deeply understands who their end users are, every decision they make will be based on the desires of that group.
Apple’s color scheme is gray and white. Their products are lean and clean. Everything about the company says high tech. That’s why it attracts an audience that wants to align itself with Steve Jobs’ mission statement to, “To make a contribution to the world by making tools for the mind that advance humankind.”
When you start with a profound understanding target audience, everything else will fall into place.
Clarity of message is another important facet of creating a memorable brand. Everything you do, from the type of products and services you offer to the language you use on social media, needs to be “on brand”. If your customer base is comprised of millennials, don’t be overly formal or use outdated sayings. If you’re in the luxury market, you won’t want to fall victim to too many trends, but rather stick to a classic approach.
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We know that McDonald’s sells fast food at a low price. We don’t expect to pull through the drive-thru and find fine dining meals on the menu. At Starbucks, consumers know that they specialize in all kinds of coffee drinks and offer food to go with it. All Starbucks look similar on the inside. It would be confusing if one of their stores painted the walls bright blue and played loud country music through the speakers. This would be “off brand”.
Once you narrow down what your brand is about and who your customer is, don’t stray from the brand you’ve created.
The most iconic, enduring brands of our time are extremely simple. In fact, it would be easy to associate just one or two words with each of them. Wal-mart? Cheap. Google? Search. Facebook? Friends. Subway? Sandwiches.
The simpler your brand is, from its name to its products and its mission/vision statement, the easier it is to remember. Many businesses fall victim to the impulse to use a lot of industry jargon in their website copy or buzzwords in their slogan and social media. All this does is confuse the end consumer. Simple wins above all.
If you’re about to launch a new business, there are marketplaces like BrandBucket that will help you choose a company name, logo, and domain. From there, you can start putting the building blocks in place to create a strong brand that will stand the test of time.