When you're running and marketing a business, one thing you want to make sure of is that you're memorable.
What's the point in marketing if no one remembers your brand and uses your services because of it?
To help you make your brand memorable, we've put together these tips to help guide you along the way.
1. Create your buyer persona
What better way of being memorable than making sure your brand is directly speaking to your audience?
Initially, you might struggle with this aspect because it needs to be backed by customer data. Although you can base it on guesswork, having it based on real data creates a stronger argument that it's right.
If you're not sure what a buyer persona is, simply put, it's a representation of your target customers, including their core values and beliefs. If your target audience has a core value that they are worldly environmentalists, then your branding should also align with these.
You might have more than one buyer persona in use so that you can target different areas of your audience at the same time.
Roseblade Top tIp - don't try and make your personas appeal to everyone. Concentrating your efforts on people who would never consider buying from you is a wasted effort. You know your audience and what makes them tick; target them, and target them well.
2. Think about how you want to be perceived
When your customers see you, what do you want them to think? Are you informative and professional? Or are you fun and friendly?
Once you've settled on how you want to be perceived, you'll need to incorporate it into every aspect of your marketing.
For example, if you're a fun and friendly brand, having a bland corporate logo and colour scheme would be detrimental.
If your corporate culture aligns with the buyer personas you came up with in step 1, then your customers are more likely to bond with your brand because you have similar views and personalities.
Roseblade top tip: ask for customer feedback. Approach your customers and ask them what they thought of your brand and why it influenced them to work with you. If it was because you're fun and friendly, then you have an answer as to which way you should be leaning.
3. Have a consistent brand voice
Whenever you publish a piece of marketing, whether it's a blog post, whitepaper, or flyer, you should try and include your tone of voice.
Your brand voice can be linked to how you want your business to be perceived. For example, if your competitors use formal language and jargon, you can set yourself apart by being friendly and jargon-free.
A consistent brand voice will allow your customers to distinguish you from your competitors and recognise you when they see your marketing.
Just remember, to be recognisable, you have to be consistent. You can't put out one piece of work that breaks the mould compared to what would be expected.
Roseblade top tip: include tone of voice in your brand guidelines. If you have a single place where your marketing department can go to see what you class as appropriate for your tone of voice, it can make the process easier. By having everyone singing from the same hymn sheet, you know you will get consistency in your branding.
4. Invest in your online image
While this should be second nature to marketers, there are still a number of businesses that aren't consistently investing in their online presence.
Whether it's through online advertising or social media, your customers should be able to find you online and recognise you.
If you're consistently posting to social media and your content is connecting with your audience, then you're going a long way to making your brand memorable to them when they're ready to buy from you.
Roseblade top tip: look at social media scheduling tools. If you use scheduling tools, you don't need to sit down every day and work on social media; only some time at the beginning or end of the week and schedule your posts for the week ahead. However, be aware that marketing automation can have its pitfalls; if you want to find out how to avoid them, please check out our previous post: Marketing Automation Fails And How To Avoid Them
5. Educate your audience
What's more memorable than someone who teaches you something? Whether through blog posts, whitepapers, your website, or your printed materials, try to teach your audience something new.
If you're stuck on what you can teach, try and tell them something about your industry that's classed as "insider knowledge", or show them what makes you different from your competition.
This can help you to stick in their minds through the knowledge you impart to them, and as long as your knowledge stands up, it can help you be seen as an authority in your industry.
Roseblade top tip: start with a blog. Blogs are a great way to educate your audience and improve your website's search engine rankings. If you're not sure where to start with blogging, please check out our previous post: Business Blogging For Beginners
Summing Up
When it comes to making your brand memorable, there's no one-size-fits-all solution; you need to keep on top of all aspects of your marketing and ensure they all fit together into a cohesive campaign.
If you're unsure where to go with your marketing to make sure your brand is memorable, then reach out today to see how we can help you.
