In a previous post, I emphasized the significance of understanding how your brand is positioned in your customer’s mind, and the unique point of view you convey for that positioning. Today, let’s dive into the crucial aspect of making that unique POV memorable: how can we ensure that our brand sticks in the customer’s mind?
To start, let’s ask ChatGPT: “What tends to be most memorable for individuals?”
“Individuals often remember information that is personally relevant, emotionally charged, or connected to their own experiences. Additionally, repetition and visually engaging presentations can enhance memory retention.”
Now, let’s break down these principles and make them actionable.
Individuals Remember Information That Is Personally Relevant:
To achieve this, it’s vital to know your customer intimately. The ability to relate to them on a personal level is key. Consider the best comedians who identify a “world truth” that a large group of people can personally relate to. What is your brand truth that your core customers can connect with?
Individuals Remember Information That Is Emotionally Charged:
- Funny: Take inspiration from Barstool Sports and Chubbies.
- Sadness: Consider the approach of campaigns like “give $1/day to save a child’s life.”
- Fear: Reflect on political ads that emphasize potential negative outcomes. Other emotions to consider are disgust, anger, and surprise. Do any of these align with your brand and positioning?
Repetition Enhances Memory:
Apple, for instance, has maintained its identity as the brand for “creatives” for decades. Consistency is key—avoid wandering from one message to the next. Stay the course and consistently reinforce your message over the years.
Visually Engaging Presentations Enhance Memory:
Use pictures and videos to communicate your unique point of view visually. While a logo, typeface, and brand color are essential, it’s critical to develop a holistic design language that clearly communicates your positioning.
A Final Thought
You must keep it simple. Go back to the drawing board with your elevator pitch and trim all the fat you can. Consumers are busy, tired, and over-advertised to. Don’t be cute; just keep it simple. Please.
Happy Advertising!
Joe