What characteristics of a brand are most likely to be noticed by consumers? While it’s obviously crucial to offer a quality product, dynamic branding is often at the heart of the companies that succeed. With the high amount of rivalry that companies face in almost every industry, it’s never been more important to stand out, and develop a distinctive identity through effective branding.
Brands that have inspired sufficient confidence in users, and don’t have to sell themselves continually, are said to have strong brand loyalty. This is not easily attained, and just a handful of brands can claim to have that level of consumer loyalty. Fewer still have brand dominance in their respective categories. How is it that these select few are able to achieve what so many others strive to do?
Crafting your brand messaging to be memorable is something that will set you apart from the pack. That means it is a marketing requirement to create sound bites for all of your audiences, digital or otherwise. Large corporations and small business owners alike need to set aside time to refine their products’ brand messaging.
One great technique is to identify a problem in the marketplace today and capture the attention of your consumers – then be concise, very concise. But the core message should never be so narrow that it becomes inflexible, or so broad that it shifts from one thing to another. You can tailor the message for a particular situation, but it should still be relatable to the main idea, so that you don’t lose your audience.
HubSpot also offers a great step-by-step guide to developing a strong brand identity that definitely is worth checking out.
Keeping the information above in mind, brands that get noticed and generate the most loyalty are those that have strength in these 5 traits:
- Focused: It is easy to lose attention with too much marketplace noise, so messages and taglines need to be focused. A strong brand tagline or message needs to really capture the consumer’s attention on the first try. Furthermore, it has to clarify your brand identity and message into its essential elements. It is fine for the message to evolve and be refined throughout the initial phases when things are just getting going, but the focus should always remain on the most significant core benefits.
- Repetitive: The idea here is to develop familiarity in the marketplace because of the recognition and the repetitiveness. This is key from the very start and probably one of the most difficult things for those individuals who might even get bored with saying the same thing time and time again. But the truth is that the repetition of a tagline is what gives it the memorable power.
- Consistent: It is far easier to develop a loyal brand following when you are consistent about the content of your message and reliable about when you send it out across your channels. That way your customers know what to expect and when. Delivering your message, brand and taglines consistently are as important as any other content when you want to improve the brand recognition and loyalty for your business.
- Persistent: You must keep spreading your message to audiences that need to hear it. The big brands never stop spreading their message and you can't either. Being persistent can help you be in the right place at the right time. With that being said, there is a fine line between persistence and becoming annoying, so tread carefully.
- Constant: Constant means that you are always putting you or your brand message out there. You can't expect to be found on the massive world of social media if you only send one message per week. You need your tagline to become catchy, and hopefully become trendy, so make sure that you are constantly putting it out there.
Even if you don't have the budget and power of a big corporation like McDonalds, Disney or Apple, it doesn't mean you don't have a valuable message to convey. The fact of the matter is that you will have the advantage of flexibility and quick decision making. Startups and entrepreneurs are able to make rapid adjustments that would take forever for most organizations working at today's market speed. If this applies to you, use it to your advantage, and don’t let a lack of budget hold you back!