4 traits of a truly memorable brand
Ever wonder why some businesses always seem to be on the tip of everybody’s tongue? It’s because they’ve created a brand that’s easy for people to remember. Since I’m all about keeping things simple for you, I’m highlighting 4 common traits that many memorable brands share. They’re also things you can start incorporating into your own business and marking- like today. No special tools required.
They have a passionate squad.
When I was a kid, I spent a lot of time watching WWF. Not something you’d expect from me, right? (Hey, I have 3 brothers and I grew up in Iowa. Honestly, I’d think there was something wrong if I HADN’T watched WWF.)
Anyhow, I was particularly partial to the tag team matches. I loved the drama of a running-on-empty, battered wrestler tagging his eager partner so he could then unload a fresh can whoop-ass on the opposition.
Think of your followers as those sparkling fresh, newly tagged, ass-whooping wrestlers. As a solopreneur, you can’t possibly do it all. Even on your best day, I’m sure you go to bed feeling like there was so much more you could do. And while that may be true, as you build your passionate, loyal squad, they’ll start to spread your message for you. When you’re feeling weary, they’ll share your blog and social media posts. When you don’t know where you’re next sale is coming from, they’ll be telling 5 friends how amazing you are and that they need to hire you, like right now!
Have you heard of the 1000 true fans theory? 1000 fans doesn’t seem like a lot, but these fans LOVE you. They’ill drive hours to see you speak, make sure they have social media alerts on for your posts, and gobble up every product or service you put out because they know you always give it your all.
When your 1000 true fans each spend $100 on your products or services in a year, suddenly you have a 100K business. It’s not always about the number of followers, but rather the quality and loyalty of your squad.
They ‘re consistent & their followers know what to expect from them.
People become passionate fans when they know, like and trust a business. And how do you cultivate know, like and trust? You show up consistently. You write and speak in the same tone of voice. You use images that are in the same style and stick to your brand colors and graphics. You offer consistent products and services even as you expand your offerings.
Think about Starbucks. You know you can get your same Starbucks order just about anywhere in the world at this point. And your brain has been programmed to recognize their green circle logo and branding from far away so you can pick their stores out quickly as you scan for options.
Now imagine you’re walking down the street, in desperate need of a java pick-me-up, and you spot a Starbucks just a few doors down. Jackpot! However, you walk in and are informed that this Starbucks only offers smoothies. Ok, maybe you like smoothies, but that’s not really what you wanted or got you so excited when you saw the sign. Now imagine that 2 out of the next 4 times you see a Starbucks, the same thing happens. One place only offers boba tea, and the other you can only buy slow pour black coffee. These one-offs are in the same ballpark as their normal stores, but It wouldn’t be long before you stopped relying on Starbucks as your trusted go-to and picked a different coffee house chain instead.
They understand the value of a personal brand.
We are living in a time when having a business is not enough. Especially if you’re a solopreneur. A squad needs a leader and people want to buy from people they know. (See how Know, Like and Trust is showing up here too??)
Your audience doesn’t actually have to know you personally, but they do want to relate to you.
My coach Erica Reitman is brilliant at this. In fact, it’s the reason why I started following along with her long before she got into coaching. I loved that she adopted senior dogs, lived in LA like me, and shopped at flea markets and thrift stores. I even liked that she would drop perfectly timed f-bombs in her insta stories and captions. Is all this stuff for everyone? No. But that’s the point. Think of just about any product or service, and you’ll immediately be presented with countless options. Out of all those options, you’ll pick the one you relate to the most. And that generally means you relate to the person running the business.
They show up where their audience is.
This point should be good news for you. There’s a lot of- bad, in my opinion- advice out there that says you need to be on every social platform doing all the things in order to attract the most people. Sounds exhausting, doesn’t it?? Here’s the thing, that only works if your audience is actually IN all those places. (And even then, you’ll be a slow train to burnout town). Think about where your squad is likely hanging out. Chances are, they’re only active in one, maybe two social platforms. Or maybe they’re not even on social at all. Say you sell permaculture farming classes and techniques to people who want to become self-sufficient and live off the grid. Chances are, those people are already experimenting with limiting their social media time. They’re more likely to be at farmers markets or organic cafes. In that case, you need to get old school with your marketing. Yes, this is an extreme example, but it does get you thinking about where your people are. This clarity will save your sanity in the long run.
Conclusion
Of course, there are many other things you could consider when creating a memorable brand, but these 4 are the core. And I’m all about keeping things simple. So this is all you really need to remember: Build your personal brand by sharing yourself alongside your business. Be consistent. Serve your audience with all your heart and meet them where they’re at.
Commit to these practices and your squad will make sure everybody remembers your brand.
AUTHOR: SARAH EHLINGER
Sarah is a blend of Los Angeles woo-woo meets Midwest practicality. She’s a photographer, design expert, brand strategist, and personal growth enthusiast who helps the culinary and wellness inclined show up beautifully online. Her career chocolate and peanut butter swirled together when she fell for food photography while designing and art directing for some of the world’s biggest consumer packaged goods & retail brands.
