{"id":65140,"date":"2022-04-17T10:40:00","date_gmt":"2022-04-17T14:40:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=65140"},"modified":"2022-04-25T10:42:08","modified_gmt":"2022-04-25T14:42:08","slug":"memorable-branding","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/memorable-branding\/","title":{"rendered":"Memorable Branding: 3 Strategies to Boost Your Brand"},"content":{"rendered":"\n

Do you want people to remember your business’s brand? How can you implement memorable branding into your marketing strategy?<\/p>\n\n\n\n

In his book How Brands Grow<\/em>, Byron Sharp claims that the most effective way to market your brand is to increase the likelihood that consumers will think about it. You can easily create memorable branding in just three ways: advertising regularly, creating recognizable brand assets, and expanding your brand’s reach.<\/p>\n\n\n\n

Let’s go more in-depth on Sharp’s three memorable branding strategies.<\/p>\n\n\n\n\n\n\n\n

Strategy #1: Advertise Regularly<\/h2>\n\n\n\n

First, Sharp recommends advertising regularly for memorable branding. Advertising works by prompting consumers to create and maintain memories about your brand<\/strong>. If a consumer encounters your brand in the future (or anything that reminds them of your brand), they\u2019ll remember your commercial and will be more likely to consider purchasing. For example, even though it\u2019s unlikely that a Chevrolet or Toyota television commercial<\/a> will convince someone to immediately go out and buy a car, the advertisement makes it more likely that they\u2019ll think of the brand the next time they need to buy a car\u2014months or even years in the future.<\/p>\n\n\n\n

Since advertisements work by triggering memories, Sharp asserts that the best advertisements grab the audience\u2019s attention and engage them emotionally, making the advertisement more memorable. Branding that involves memorable advertisements works well even if it’s not logically persuasive. Ads do, however, need to prominently connect to the brand memorably. If the audience doesn\u2019t register which brand the advertisement is promoting, they won\u2019t remember the ad when the time comes to choose which brand to buy.<\/p>\n\n\n\n

Strategy #2: Create Recognizable Brand Assets and Keep Them Consistent<\/h2>\n\n\n\n

Second, Sharp recommends creating memorable brand assets. These are symbols associated with your brand\u2014for example, a recognizable logo and color scheme, and a memorable brand name. Whenever a potential customer recognizes any of these assets\u2014for instance, spotting them at the store\u2014they\u2019ll recall positive memories of your brand (interesting advertisements, past purchases, and so on) and will be more likely to buy.<\/p>\n\n\n\n

For this reason, Sharp argues that it\u2019s important to keep these assets consistent throughout your brand\u2019s lifespan. Changing your brand assets reduces the chance of your audience immediately recognizing them, removing the link to past experiences and making it more likely that their mental filter<\/a> causes them to ignore your brand entirely.<\/p>\n\n\n\n

(Shortform note: If rebranding throws away the value of your brand assets by making them less likely to trigger your customers\u2019 positive memories of the brand, why do so many companies do it? Many argue that it\u2019s necessary to keep up with changing times and avoid appearing outdated<\/a>. Still, history shows that there\u2019s a right way and a wrong way to rebrand, and the key distinction is likely subtlety<\/em>: Brands Gap and Tropicana faced customer backlash after rebrandings that were too extreme, and they were quickly pressured into reverting the change. In contrast, Google was able to successfully overhaul its logo over nearly two decades through a series of subtle tweaks<\/a>.)<\/p>\n\n\n\n

Strategy #3: Expand Your Brand\u2019s Reach<\/h2>\n\n\n\n

Third, Sharp recommends expanding your reach and selling through as many channels as possible to increase your brand\u2019s visibility. Whenever someone notices your product on the shelf at a store or listed on an internet search, it triggers their memories of your brand and increases the chance of them making a purchase. <\/p>\n\n\n\n

For this reason, when you expand somewhere new, do whatever you can to make your brand easier to notice. For example, fast food restaurants use large branded signs as part of their memorable branding campaign to grab hungry drivers\u2019 attention and convince them to stop there for lunch instead of at their competitors.<\/p>\n","protected":false},"excerpt":{"rendered":"

Do you want people to remember your business’s brand? How can you implement memorable branding into your marketing strategy? In his book How Brands Grow, Byron Sharp claims that the most effective way to market your brand is to increase the likelihood that consumers will think about it. You can easily create memorable branding in just three ways: advertising regularly, creating recognizable brand assets, and expanding your brand’s reach. Let’s go more in-depth on Sharp’s three memorable branding strategies.<\/p>\n","protected":false},"author":14,"featured_media":65266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[608],"class_list":["post-65140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-how-brands-grow","","tg-column-two"],"yoast_head":"\nMemorable Branding: 3 Strategies to Boost Your Brand - Shortform Books<\/title>\n<meta name=\"description\" content=\"Memorable branding requires consistency and attention to customers' needs. 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