So, you created a brand for your business. That’s awesome! But, you’ve only just scratched the surface of the process to make your brand a memorable one. Here in the Lab, we’ve formulated a list of three things to keep in mind on your mission to create a memorable brand experience for your consumers!
1. Have a Solid Understanding of Your Brand
Create A Vision/Mission Statement
To create a memorable brand experience, you need to know your brand inside out and backward. A way you can start to do this is by constructing a quality vision statement. A vision statement is your long term purpose. Why does your brand exist? What do you want to achieve? This is what you want the big picture of your brand to be.
A memorable vision leads to a memorable brand. When the right customer comes across your brand statement and resonates with it, they will want to connect with you and become a part of it.
The next step on the quest of knowing your brand to the core is to follow up on the vision statement with a mission statement. This is your purpose for right now. Who does your brand help? What is your day to day approach? This is what you follow to reach your vision.
Your mission is more tangible than your vision, so it is really what brings customers in and hopefully encourages them to stay with your business.
What Are Your Brand Elements?
We always preach on how a brand is more than a logo. However, your logo still matters… and it matters a lot. As well as your logo, choosing the right colors (and keeping them consistent!) is incredibly important. As we covered in our last blog post The Brand is the Heart, “you MUST make sure they are consistent across all platforms with all audiences, otherwise, there will be a brand disconnect with your customers.” And this disconnect is what makes your brand experience not so memorable, or even worse… memorable in a bad way (terrifying, we know).
Create a Consistent Brand Voice
Just as important as your brand’s look is its voice. Voice is often overlooked when creating a brand, and it could be the difference between making, and breaking a potential customer experience with your brand. Here, you need to stay true to your business. Is your business more formal? Make sure that ALL interactions with your customers (in person, social media, blog posts, etc.) are formal in nature. Is your business super casual? Great! Just do the opposite.
Presenting a unified front to your consumer is one of the most important things in creating a memorable brand experience, so you better have a firm grasp on what your brand is and what it looks like.
2. Build Quality Connections
Creating Quality Experiences
This might sound redundant, but to create a memorable brand, you need to give everyone who comes into contact with your brand a good experience. In our own experience, we saw a tremendous amount of growth early on because of the positive experiences we gave people. Word of mouth marketing is no joke people! Give everyone a good experience (yes, everyone), and they’ll tell their friends, who will tell theirs, and so on, and so forth.
Trust
Trust is just as important in business (if not more important) as it is with creating personal relationships. Creating an honest and upfront relationship with clients/consumers is so important in creating a system of trust. If there is no trust, who would really want to work with you?
Stay Genuine
This is the most important thing to remember when looking to build these quality connections. Being genuine creates genuine connections, and that’s really all we have to say about that one.
3. Listen
Listen To Everything
Listening, this sounds like a simple concept, but there are lots of layers to listening. You have to listen to your consumer, your analytics, and quite literally everything else being thrown your way.
If you are consistently posting content and not asking yourself the questions, what’s getting lots of engagement? What isn’t? Why? Then what are you doing? See what’s doing well, and continue growing and innovating in that area. See what isn’t, and either scrap it or rework it.
Feedback, the Good, the Bad, and the Ugly
You have to listen to all of the feedback people throw your way, the positive comments… and more importantly, the negative ones. Thanking people for leaving positive comments helps your brand image by showing customers, they are seen and valued. Engaging with the people who engage with you is so important. If someone comments on your post or leaves a review, and you don’t acknowledge it, that person isn’t going to feel seen by your brand.
And the same thing goes with reaching out to people who gave negative feedback. If you don’t acknowledge them, their negative beliefs about your business are reaffirmed. This results in a memorable brand experience…but not the good kind 🙁 . These people are truly valuable because they will give you insight into what is going wrong within your business and how you can fix and grow from it.
Just remember, brands that are the most mindful of what they do, say, and where they go from there, are inherently the best to keep following. And therefore, more memorable.
Go forth and create memorable brands, everyone!
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