Six Strategies for Creating a Memorable Brand

By: Jenkinson & Associates  15/06/2011
Keywords: marketing company


Ask 10 different people what is a ‘brand’ is, and you could reasonably expect to get 10 different answers.

The Oxford English Dictionary defines a brand primarily as:

‘a type of product manufactured by a particular company under a particular name.’

The reality is, your brand is so much more than that!

Your brand is not a name, logo, slogan, symbol, mission statement or trade mark. Yourbrand is the sum total of the emotionalexperience a customer has with your company, its products and services.

Here are some great tips to make Your Brand memorable:

1.    A Brand Name is for Life (hopefully) – So Choose Yours Wisely!

As a rule, short brand names tend to work better than longer ones – they’re easier to remember and tend to deliver more of an impact. Think about your brand’s purpose and meaning. How do you want prospective customers to view you? If you already have an established name, think carefully before discarding it in favour of something else. Remember the fiasco when they decided to rebrand the Post Office as Consignia?!

Using initials – generally the preserve of financial institutions – as a brand name is highly controversial and the result is not usually memorable. One exception is the Liverpool Victoria which recently became ‘LV’ and resonates nicely with their heart logo to provide emotional appeal.

2.    Who is Your Ideal Customer?

To brand your business successfully, you need to focus on your ideal customer. Sometimes it can helpful to begin with a list of who is not your ideal customer – the people you don’t want your brand to appeal to. Your brand cannot appeal to everybody, nor should you want it to. Doing this simple exercise will help you position your brand effectively.

3.    Powerful Visual Identity

Can you think of a single great brand that doesn’t have a striking visual identity? Nike’s ‘Swoosh’, McDonald’s golden arches and Apple’s . . . apple! Your logo is vitally important to the visual identity of your brand, so view it as ‘an investment’ rather than a cost. Purchasing a 25 dollar graphic over the internet will do nothing for your brand’s credibility. Even if you’re on a tight budget, professional design is a ‘must have.’

4.    Define Your Brand Positioning Line

Sometimes called a tagline, strapline, or even a slogan, a brand positioning line is a short phrase that accompanies your brand’s logo (usually underneath or alongside it).  It is by no means essential to have one and it’s something that can evolve over time. Some examples: ‘Just Do It’, ‘The Future’s Bright’, ‘Every Little Helps’, ‘Vorsprung durch Technik’ (Advancement through Technology). In case it’s got you at it, the answers are: Nike; Orange; Tesco and Audi respectively.  A good positioning line can be a real asset, adding memorability and ‘emotional flavour’ to your business or company.

5.    Create Your Brand Story

Your brand story is a way of connecting emotionally with your audience. Brand story can include your personal history, achievements, journey, business mentors. These elements can be woven into business plans and proposals, marketing materials, sales presentations and PR activities.

6.    And Create Your Brand’s Future . . . Today . . .

The secret to doing this effectively is to write down what you want to achieve as if it has already happened. So why not create your company’s annual review for one, three and perhaps, five years time. This kind of forward planning is great for helping you focus and it really works – so I’m reliably told!

Keywords: marketing company

Contact Jenkinson & Associates


Print this page

Other products and services from Jenkinson & Associates

The Best Times To Do Your EMail Marketing from Jenkinson & Associates thumbnail

The Best Times To Do Your EMail Marketing

 Knowing what to send and when to send it are your keys to success in email marketing


How to Target your Marketing at the Right People

  Marketing can be incredibly effective provided that you are targeting the right people. This short article will give you a few ideas on what you should consider before you get started


How to Target your Marketing at the Right People

Marketing can be incredibly effective provided that you are targeting the right people. This short article will give you a few ideas on what you should consider before you get started.


Give Your Brand the X Factor – 10 Strategies for YouTube Superstardom

YouTube is an established business tool – great for building brand reputation, sharing your company’s mission and values, keeping your existing customer base engaged and winning over new ‘fans.’

How Back Links Are Useful for Marketing Your Business from Jenkinson & Associates thumbnail

How Back Links Are Useful for Marketing Your Business

Tips to imoprove your online presence through creating back links to your website

Can You Get Our Website To Rank On Page 1? from Jenkinson & Associates thumbnail

Can You Get Our Website To Rank On Page 1?

Is your website a key part of your marketing arsenal? Do you get regular enquiries through your website? If you don't, you are missing out on one of the key revenue creating streams. If potential customers can't find you they are probably finding your competitors. Make a change today and get your website noticed.


What To Ask Before Hiring A Business Consultant

Any company owner who is considering hiring a business consultant may want to start by developing a list of questions and concerns about which to enquire.


Branching Out into Online Marketing? Hire a Marketing Consultant for Optimal Success

An Internet Marketing Consultant with expertise in website marketing can help your business to attract more enquires and more sales.


What A Business Consultant Can Do For You

Jenkinson and Associates Ltd delivers sales growth with a guaranteed outcome.


Individually Styled Wigs for Hair Loss.

 Hair loss can be very distressing, at VH Wigs and Hairpieces a caring service is provided to individually style a wig or hair piece to replace temporary or permanent hair loss.


A New Product Launch.

 Promote your products by putting them 'on tour'.

Gain the competitive edge in business marketing. from Jenkinson & Associates thumbnail

Gain the competitive edge in business marketing.

Innovative online educational programme to develop your employee's basic skills, and give your company 'the competitive edge'.


Page 1 Google Search Results.

Page 1 Google search results for 3A Flooring Solutions in Leicester. Continuing our work with 3A Flooring Solutions our on line marketing and SEO work has quickly managed to achieve high ranking keyword searches for the interlocking, anti-fatigue and non-slip floor tiles the company supplies.

Marketing Advice Leicestershire from Jenkinson & Associates thumbnail

Marketing Advice Leicestershire

Looking for ‘Marketing Advice Leicestershire’ why not Google this? You’ll find our website No 1 Page 1 – Could your website do with this sort of marketing exposure? Why not contact us for a free, no obligation consultation?