Being Memorable Runs Deeper Than Consumers Remembering Your Name18 October 2018
True memorability happens when the consumer ‘feels’.
Subconsciously they ‘feel’ like the brand ‘is for them’. What causes these feelings and the strength of them depends on the category (is it low or high involvement/ consideration), the consumer (how strong are their personal values and beliefs), and how relevant and meaningful is the brand to their own ideals?
Brands and products are everywhere. Now more than ever the amount of choice is overwhelming – and Googling goes too far or not far enough taking us down rabbit holes of even more choices. Curation is a trend that is not trendy. It is quickly becoming a behaviour that is permeating the mainstream, as many consumers try to fight back against the onslaught of too much of everything (information, ads, products).
Curation is about editing with purpose, so that everything means something in relation to each other and supports a larger story and philosophy. Two decades ago a logo for the most part was a brand and how consumers judged brands along with advertising. Technology has changed everything – how consumers find, judge, buy and relate or not with brands. Consumer expectations have forced brands to become more than a logo or a witty ad. In the backlash, brands have been forced to be more transparent, authentic, considered – more human. Because consumers are no longer just buying a product or service, their money is literally reinforcing their approval of how that brand conducts their business, treats the environment and their people.
The more relevant, meaningful and human you are the more of a chance you have to make people ‘feel’ when they interact with your brand.
It doesn’t matter if you are a big, small, established or new brand – the more relevant, meaningful and human you are the more of a chance you have to make people ‘feel’ when they interact with your brand. Being more human isn’t big flashy initiatives (it can be if they are right), it’s a combination of everything consumers see. If you are an FMCG brand your pack is probably the most visible part of your brand, whereas if you are a smaller brand, service or B2B then your website is your most visible brand asset.
Either way every colour, design, texture, font and word choice sends consumers subconscious cultural codes and cues. Many brands don’t realise it’s not just about having an attractive look and feel, it’s about having the right look and feel across all brand touch points with the right sentiment and beliefs so that consumers can instantly feel like a brand is ‘for me’ or ‘like me’. In the race for brand refreshes and v2.0s, here are five things we believe are essential to refreshing and crafting brands that actually mean something beyond a functional product or service.
5 STRATEGIES BRANDS NEED TO UNDERSTAND AND EMPLOY MORE THAN EVER
1. STRATEGY IS AN IDEA
Creative work needs a strategic rationale to act as both catalyst and anchor.
2. TELL A STORY
But more importantly one that is relevant, meaningful and engaging for consumers to care.
“Brands that connect with their buyers on an emotional level earn twice the impact over those who are still trying to sell business or functional products/value.” – LinkedIn Pulse
3. MAKE CONSUMERS FEEL GOOD NOW MORE THAN EVER
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelo
4. A SOLID IDENTITY
is the framework for a cohesive visual and verbal story across all brand touch points – amend, rebuild or start from scratch to ensure you are telling the right story in the right way.
“32% of consumers learn about products from brands’ websites or social media accounts.” – kettlefirecreative.com
5. PROBLEM OVER SYMPTOM
What is your actual challenge that needs addressing?
You might feel like your brand is dated or too traditional; perhaps it appeals more to an older audience and you need to attract millennials; maybe it’s losing relevance with your core audience or you may be trying to expand to reach younger consumers without alienating your older core; you may even be looking for a website refresh, new logo or pack design. These are all creative deliverables – and they all need to come from strategic brand repositioning to ensure that all of your brand is telling not only the same story, but the right one. This will mean that consumers will see you as ‘human’ enough for them to ‘feel’ that your brand is relevant and meaningful to their lives.
Websites, pack design and logos are the most influential and important creative touch points that a brand communicates to the world. But make sure that your brand is more than just a standalone logo, and, instead, a compelling, meaningful brand story.
BE A REAL BRAND.