Being Memorable Runs Deeper Than Consumers Remembering Your Name_
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?
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 company, then your website is your most visible brand asset.
5 strategies brands need to understand and employ now 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. 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 that you are telling the right story in the right way.
It only takes consumers 10 seconds to form a first impression of a brand's logo - crowdspring.com
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 relevant, be emotional, be a real brand.