Creating a Memorable Brand

When it comes to business, having a memorable brand is key. A strong brand will help you stand out from the competition, and make it easier for customers to find your company. Creating a memorable brand doesn’t happen overnight - it takes time and effort.

Become Memorable in Your Industry First

The first step in creating a memorable brand is to determine who you are as a brand. The best way to decide on your brand as a whole is to ask yourself what you want to be known for, this can include within your industry as well as beyond.

Think about brands that started out as experts in their industries, like Starbucks, Nike, and McDonalds. These three companies created a memorable brand in their specific industry first.

For example, McDonalds changed the way that food was served by preparing burgers ahead of time to compete with other burger joints in the area.

When the McDonald brothers started this new model they probably didn’t realize they would

become one of the most successful restaurants and memorable brands worldwide. By focusing

first on becoming memorable compared to their immediate competitors and remaining consistent over the years they achieved a brand that is recognizable around the world.

Nike has a similar story, beginning with creating a memorable brand for running shoes in the 1960s, to eventually becoming the full-fledged athletic wear brand that we know today. In addition, while many people drive-thru their local Starbucks for a morning coffee and food, Starbucks started out only selling bags of whole roasted coffee beans.

Therefore, while you may eventually want your brand to be memorable beyond your industry, first focus on becoming memorable in your immediate industry.

If you are not quite sure where to begin with developing your brand, take a moment to learn more about the basics of building a brand. Then, apply the additional steps to make it memorable.

What Makes a Brand Memorable

Once you have an understanding of the basics of how to build a brand, the next step is to look at how to make your brand memorable.

Often when we think of branding, we go straight to visual branding, such as a company’s logo.

While creating a recognizable logo is part of memorable branding, the story you want to be

known for begins before the logo. It also continues on after that.

Creating a memorable brand starts with getting clear on your brand’s story or mission. This is why asking the question, what you want your business to be known for is so important in the beginning stages of branding.

Let’s look at the three memorable brands from earlier. While their logos are recognizable worldwide, it is the branding message connected to them that makes them memorable. Without Nike encouraging people to “just do it,” a swish is just a swish. McDonalds’ golden arches promise customers driving by that they will be “lovin’ it” if they stop for a bit.

While Starbucks doesn't have a slogan, they have a clear mission statement that is recognizable in their daily practices. Their mission statement has two clear components: “Inspire and nurture the human spirit” and “One person, one cup and one neighborhood at a time.” These two intentions are what drives their brand. They have used them to become memorable by giving back to the community and also creating a positive and nurturing company to work for. These are all pieces that further enrich the brand identity and continue to make it memorable.

Consistency is Key to Creating a Memorable Brand

While Starbucks, Nike, and McDonald’s are all memorable brands in different industries, they all have one thing in common - consistency. Consistency is the key to creating a memorable brand.

Consistency is one of the most important things when it comes to creating a memorable brand. Especially when you are just beginning to develop a brand.

There are a few important areas to focus on when aiming for consistency.

● Having a consistent brand voice and tone

● Consistency in marketing materials

● Staying on brand across all media channels

Have a Consistent Brand Voice and Tone

Your brand voice is how you communicate to your customers. Therefore, it is one of the most important pieces to memorable branding.

When choosing a brand voice, think about what kind of personality you want your brand to portray to its customers. Do you want your brand to be funny? Sophisticated? Friendly? Sassy/Serious? A combination of a few personalities?

Whatever voice you create for your brand, be consistent in using it.

In addition to the three memorable brands discussed above, Coca-Cola is also an excellent example of having consistent brand voice and tone. From the beginning to today, Coca-Cola continues to present a voice that is focused on love and friendship. This is consistent in all of their marketing efforts.

Maintain Consistency in Marketing Materials

Maintaining a consistent brand voice across all marketing materials is essential to creating a memorable brand. While Coca-Cola can easily just put their label on something and people will recognize the brand, it is the consistency that ties that logo back to feelings of love and friendship that makes them memorable.

Coca-Cola’s commercials always portray an element of love or friendship. On social media, they have been known to regularly post messages about how love counts. They were even able to maintain this voice when they released their cans with personalized names on them.

Stay on Brand Across All Channels

As Coca-Cola demonstrates year after year, it is both important and possible to maintain consistent branding across all channels. Therefore, focusing on maintaining a consistent brand voice, image, and identity across all the marketing channels you choose will help to make your

brand memorable.

Marketing Channels to Consider for Consistency:

● Instagram

● Linkedin

● Facebook

● Twitter

● Emails

● Blog

● Printed materials

Continue to Be Consistent Over Time

The more memorable your brand becomes, the more likely it is that it will stay around for a while. The longer it is around, the more likely you will need a rebranding at some point. Rebranding is a natural part of a business. Even global companies rebrand!

One of the main reasons for rebranding is to stay in touch with your customers. As your audience grows, so will your brand. That may mean you grow with your initial audience or rebrand to engage with a new audience all together.

Whatever the reason for rebranding, it is important to still maintain some connection to your brand. A rebrand is not doing away with what a company has already established, but simply building or shifting in a new direction. Therefore, when it comes time to rebrand in your own company, focus on maintaining a clear connection to the brand you have built.

If you are just starting out in your business then a rebrand is not necessary to think of right now; however, be aware of why your brand may need a refresh in the future. Then you will be ready to stay consistent with maintaining a memorable brand.