When consumers are ready to buy, companies need their brand to be remembered. Consumers have endless product and service choices available. To stay ahead of competitors, companies need to create something consumers want and then make their brand memorable.
Here are 5 ways to make your brand memorable:
1. Use An Identifiable Name or Trademark
Some brands simply imply what their products can do. They state the benefits within their trade name. For example, P&G’s Tide brand suggests clean clothes. Pampers implies that millions of babies will be treated with the utmost care.
Strong trade names can enhance the recognition of a brand, build brand loyalty, and help with the introduction and positioning of a product in the marketplace.
Similarly, a trademark is equally important in establishing a brand and making it memorable. Symbols, logos, expressions or designs that customers can relate to a brand often improve consumer recollection. Even small children recognize the McDonald’s arches from their car seats.
Trade names can represent prestige or uniqueness, which can help make a brand unforgettable. For a trade name to work well though, it must be backed with superior customer service and high product quality.
2. Create A Character or Slogan
The primary purpose of a brand is to communicate with consumers.
Brand characters entertain and provide a softer sales approach for a target audience. Some of the most memorable brand characters are the Pillsbury Doughboy, Tony the Tiger, Ronald McDonald, Mr. Clean, the Keebler Elves and Flo of Progressive Insurance. Most of them show the product in use rather than it being presented to people with product features and/or ineffectual jargon.
Slogans are catchphrases, short statements, or mottos that help make brands recognizable and unforgettable. Most companies who use characters for their brands also use slogans. Some examples include “Just Do It” by Nike, “We Try Harder” by Avis and “They’re Magically Delicious” by Lucky Charms.
Slogans can change over time as markets change and companies choose to highlight different features and benefits of whatever they sell. Most slogans are short so consumers can remember them, and some companies cite their slogans in jingles.
3. Keep Your Message Consistent
Depending on the products or services companies sell, the types of advertising they use for their brands vary. For example, when high tech companies or homebuilders introduce products to middlemen, they often use trade shows because of the vast amount of information needed for buyers to make informed decisions. However, advertising alone does not make a brand memorable. Content does.
Content includes all of the benefits, features, slogans and messages that can be communicated to consumers. However, to make content memorable, it must remain consistent across an entire advertising mix. A repetitive use of words, images and videos is what builds awareness and makes a company’s brand more memorable.
4. Use Effective Merchandising
Even with a preponderance of advertising, a brand can get lost in a sea of products at the retail level. That’s why merchandising is crucial.
Strategies for merchandising include the use of banners, displays on shelves, point-of-purchase displays, creative package designs, shapes and various color schemes.
Merchandising is best defined as the attractive display of products to help increase sales in a retail setting. Merchandising is a highly effective way of making consumers remember and/or purchase products or services using their visual senses.
5. Establish An Online Presence
The main reason for companies to have a solid online presence is because their competitors do. Opportunities for sales can be missed because a company does not have a website or an active presence online.
An online presence is a great way to build credibility and for consumers to learn more about a company and the products or services they offer.
Today, many manufacturers, including Campbell’s and Nabisco, put coupons on their websites for consumers to use at grocery stores. Contests and giveaways are effective ways to generate interest and build awareness online, and a solid social media presence is helpful to generate attention from consumers.
By utilizing these five ways to make your brand more memorable, you will increase the likelihood consumers will remember your company when they are ready to make purchases.