4 ways to create a more memorable and appealing brand via @theshelleywalsh

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I have been renovating for a few months and this has required the purchase of many items online.

Hours of reviews recommended best product, then, when I'm at the point of sale, looking for the best price to complete my purchase.

For many items, I have found that my choice of a wide variety of retailers is not at the cheapest price (although the price is reasonable). Instead, I have actively tried to buy many large devices from John Lewis (a UK department store).

So, what is the lure of a mark at the "zero truth moment" that

John Lewis is a company owned by its employees, which means that employees are involved in important decisions and give priority to their staff.

For me, John Lewis represents a brand that has values ​​and that I can count on them. Even when I bought a mouse three years ago and I had no more receipt, they replaced the article when it stopped working.

John Lewis has built a reputation with his customer service. And at a time when companies are competing on price, they have chosen the other solution to offer the best customer experience and the best possible satisfaction, in order to overcome the brutal conditions of the high street in the United Kingdom

I want to buy as much as possible from JL because I know I can count on them in case of problems. And when you buy big devices, you really need to know that you have that support.

While we are at the peak of consumerism, everything is now available at incredibly low prices with one click of a mouse, how does a brand stand out?

Price alone is never a sustainable business model and must be memorable. you must offer a lot more.

It is well known that the Millennials are motivated by beliefs and a study conducted in 2017 by Edelman indicates that 65% of consumers buy based on beliefs while 57% boycott brands for social reasons and policies.

Transparency, authenticity and the reason for being are clichés for a reason.

So, what makes a great mark?

A mark is not a name, logo or advertising stamp.

A mark can be considered as a principle and a promise. Such as:

"I promise to provide the best and most relevant search results." "I promise to create the fastest website with such an intuitive user experience that you do not need to think about it. "" I promise to help you manage your best staff. "

The essence of a great brand is that it allows you to feel something. And that's why a buyer chooses your site or product from countless similar products competing for the same price.

They will buy what you feel.

The following four brands know:

How to cultivate an audience and gain followers.How to broadcast a message.What keeps their follower followers

And for example, they can show you how to become a more memorable and appealing brand

1. Hiut Denim: Targeting a niche and engaged audience

David Hieatt knows how to create (multiple) brands with passionate followers. After creating and selling the niche fashion brand Howies, he then founded The Do Lectures conference / festival.

He then decided to save the jobs of 400 people in his hometown of Cardigan, Wales. Hiut Denim:

What Hieatt understands is that you first have to find a niche and passionate audience that cares about the right brand (ie that does not depend on not price), then that targets the product. and marketing for the public.

Hiut Denim and The Do Lectures speak to an audience of creative people and people motivated to act.

They produce exceptional marketing content, from email. newsletter for limited edition books that look like crack for designers.

Hieatt takes a long-term approach. Its strategy of using content marketing and newsletters to build its brand is not a stratospheric pathway.

He believes in quality, craftsmanship and purpose – much like his audience who is very interested in details and willing to pay more. for a pair of jeans, it's the incarnation of that spirit.

The creators love the niche brands, the edgy brands that come out of the general public and where Hiut fits perfectly. And designers are loyal to a quality brand.

If you want to create a sustainable brand, first target a niche audience that you can own. As Kevin Kelly has said, there are only 1,000 true fans missing.

2. Poo-Pourii: be bold with your story and upset the market

Ohhh, where do you start with Poo-Pourii?

They may have created my favorite viral advertising of all time.

How do you approach the ultimate embarrassing subject of defecation?

In full face, with a chic British accent and a touch of parodyic comic video product. Apparently.

Poo-Pourii came under shock with a natural human function historically avoided from generation to generation.

By attacking so directly to such a delicate subject, but smoothed on the edges Poo-Pourii delivered an advertisement that looked like a hoax.

What Poo-Pourii did was to be bold and take risks with his story.

Instead of hiding behind the fact that they created a spray for people who smelled when they go to the bathroom (uh, all of us), they made it the highlight of their mark, without fear.

Using all the conceivable euphemisms to poop ("I just dropped the maternal load from my cavernous bowels."), The brand has swept away decades of puppy-based publicity in the toilet or images of fresh mountains of the Alps.

Using Carefully Designed Humor If your audience is present, you can shock and upset an obsolete market to attract attention and create a brand that no one will forget.

But make sure you get your audience properly.

Be consistent, Poo-Pourii uses the same tone throughout his marketing and the sense of fun is contagious. Poo-Pourii is not a brand you can forget.

The concept of shocking humor was so successful that, later, Squatty Potty quickly got on the bandwagon and created the unicorn poop of rainbow ice cream ( who will stay with me forever).

3. Ronseal: be direct and clear with your message

From one extreme to the other – Ronseal is about as far away from rainbow unicorns that you can get.

in 1994, TV commercials became obsessed with provocative short films and so surreal that the message was completely lost in something similar to the art of performance.

Then come Ronseal and, radically, they take an approach

What worked so well for Ronseal was that his audience consisted of ordinary people who wanted to varnish a front door and that they were playing in front of this audience. .

Instead of trying to feed an advertisement by David Lynchesque, they hit you directly between the eyes with the message "Use our product to get what you want."

The driving effect of this no-frills approach can be seen today with anti-adver Tising, and brands like Innocent and its 'Please buy smoothies' billboards.

The Ronseal brand is an irreproachable product and a reliable and trustworthy product – something a do-it-yourselfer needs.

Can you imagine trying to sell Ronseal with unicorns and refined British accents?

By focusing on a key message and transmitting it consistently at all times through repetition, a brand will not be forgotten.

It worked because Ronseal and "does what he says about tin" are rooted in the mind of anyone of that time.

Even today, 25 years later, if I had to buy polish, I would buy Ronseal.

4. Lego: put your audience in front and center

It's not me, it's you. That's really the case.

Lego is a brand with a cult status and legions of devoted fans. With a value of $ 7.57 billion, it has become the most valuable toy brand in the world.

And at age 60, how did this Danish family business overcome years of desert to continue to be celebrated as the best brand in the world?

Simply, Lego relies on fundamental values ​​such as education, creativity and problem solving.

This simplicity is its essence and makes it possible to transform a simple little brick into one about anything – even a Millennium Falcon complex (5,195 pieces).

Perhaps in part to be a private company, Lego has retained control of its values ​​and has been able to keep simplicity and creativity at the heart of its activities

One secrets of Lego's success is that it seduces not only children, but also an obsessive adult audience called AFOL ("Adult Lego Fans"). And Lego had the intelligence to take advantage of this experience by encouraging his older audience.

The Lego Ideas Program allows users to submit drawings and a successful project can be put into production and the original designer will receive 1% of the royalties.

Nothing engages the public more than to involve it.

When a person has the feeling of participating, she has a sense of ownership and that is the secret that cultivates loyal hardcore fans that such brands as the Lego have done.

That's why user-generated content works as well because you're opening an opportunity for someone involved.

To create a brand that is woven into a person's life, put them at the center of your activities.

Have them participate and cultivate their property. That's the difference between Lego and Toys "R" Us – remember them?

To Summarize

If you want to create a memorable brand:

a niche audience and engaged.Be bold in your narration and upset the market.Be direct and clear with your message. Put your audience in the center and center.

Additional Resources:

Image Credits

All screen captures made by the. Author, August 2019

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