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Five Strategies for Creating a Memorable Brand

Ask 10 different people what they understand by the word ‘brand’ and you’ll probably get 10 different answers.

The Oxford English Dictionary defines a brand as:

‘a type of product manufactured by a particular company under a particular name.’

Unfortunately this shows that the dictionary author does not understand the word. The reality is, your brand is so much more than that!

Your brand is not a name, logo, slogan, symbol, mission statement or trade mark.

Your brand is the sum total of the emotional experience a customer has with your company, its products and services.

Many people think that branding is the preserve of large companies. It’s true that major corporations may spend millions on building brand awareness through high profile advertising campaigns which is the last thing that SMEs should do. But even at the SME level, your brand is important. Everything you do in your small business should be congruent with your brand and should enhance your customers’ perception of your business.

Here are some great tips to make your brand memorable:

1.A Brand Name is for Life  – So Choose Yours Wisely!

As a rule, short brand names tend to work better than longer ones – they’re easier to remember and tend to deliver more of an impact. Think about your brand’s purpose and meaning. How do you want prospective customers to view you? If you already have an established name, think carefully before discarding it in favour of something else. Remember the fiasco when they decided to rebrand the Post Office as Consignia?.

2.Who is Your Ideal Customer?

To brand your business successfully, you need to focus on your ideal customer. Your brand is unlikely to appeal to everybody, nor should you want it to. Doing this simple exercise will enable you to identify the values you want to build into your brand.

3.Powerful Visual Identity

Many great brands have powerful and memorable visual identities.  Nike’s ‘Swoosh’, McDonald’s golden arches and Apple’s . . . apple! While your logo is only one part of your brand, if it is memorable and contains the values of your brand, it will enhance the overall impact of your brand.

4.Do You Need A Strap Line?

A strap line is a few concise words that sit with your brand’s logo and sum up what your brand is about. It is by no means essential to have one and it may change over time as the corporate strategy changes but example like ‘Just Do It’, ‘The Future’s Bright’, ‘Every Little Helps’ are well known and become recognised as the manifestation of the brand.

5. Create Your Brand Story

Your brand story is a way of connecting emotionally with your audience. Your brand story can include your personal history, achievements and the journey the business has been through. Virgin is a great example of a brand with a story. The early days of Richard Branson’s business are well known as are his successes and failures. Steve Job’s brand story has also become well known as Apple have taken over the world.

Creating a recognisable brand is a great bonus but it takes time and commitment and as Gerald Ratner demonstrated with his infamous gaffe, your brand’s reputation can be destroyed very much more quickly.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get in touch.