Creating a Brand That is Memorable
April 20, 2019
Every company dreams of making a difference in the lives of its customers. An unforgettable company inspires, motivates and connects with its customers. These companies are the brand heroes that dominate the market.
While it takes time to develop an unforgettable brand, these strategies will help you start the process of transforming your company into a beloved brand:
Champion a Cause —
While attending a recent meeting of brand certified specialists, I was introduced to LifeProfit founder, Dustin Garis. Our discussion centered about brands that are transforming their marketing messages — better, faster, less cost — to messages about social changes that relate to the brand, with no brand benefits mentioned.
Always menstrual pads, for example, became a brand hero in its #LikeAGirl campaign. Its message centered around changing public perception of the saying ‘you run like a girl.’ Always rallied against the societal stereotype by promoting strong young girls who run fast and hard — the same as boys. As a result, the Always brand has become a hero that stands up for young girls and promotes the strength of women. That’s a great cause to root for!
Innovate Around the Human Experience —
This concept revolves around Garis’ passion behind his company, LifeProfit. The human experience is especially important to companies that sell to a younger customer base, given that 72 percent of millennials prefer to spend their money on experiences instead of material objects, according to a 2014 Harris Group study.
An example Garis refers to in his TEDx Talk is how Zappos, a major shoe retailer, tapped into the human experience and became an unforgettable company for him. Garis called the company to inquire about a pair running shoes. Instead of trying to sell him the shoes, the salesperson told him to try them out at a mud run near his town and signed him up for the run. Garis took her up on the offer and in doing so, gained “life profit,” thus experiencing a human moment he will never forget.
Be Memorable —
Hearing something 1,000 times is less impactful than experiencing it once. You might recall the recent McDonald®’s ‘Pay with Lovin’ campaign where customers were rewarded with a free meal in exchange for calling a family member and saying ‘I love you.’ Or how Coke®’s new campaign, ‘Share a Coke® and a Song’ personalized its products for consumers by adding famous song lyrics on their bottles this past summer—i.e. “Lean on Me,” and “We are the champions.” Or the Expedia ‘Trip-A-Day Giveaway’ where consumers who downloaded its new app were entered into a sweepstakes drawing to win a trip a day. The company also capitalized on the opportunity to survey participants on their spontaneity as it relates to finding and booking last minute travel.
The most memorable part of Garis’ message, and one that hits home with us all, is how mundane life becomes if all we do is look forward to the weekend week-in and week-out, spend endless nights watching television and only change our routine a couple of times a year when we take a vacation break. Life profit, as Garis describes it, is not in the number of days you live, but in the number of days you remember. As a business and a brand, we have a unique opportunity to make a memorable and meaningful experience for our customers.
Kelly Borth is CEO and chief strategy officer for GREENCREST, a 25-year-old brand development, strategic and interactive marketing and public relations firm that turns market players into industry leaders™. Kelly is one of 35 certified brand strategists in North America and works with companies to establish brands and build brand value for their businesses. Reach her at 614-885-7921, [email protected], @brandpro, or for more information, www.greencrest.com.