It’s the Little Things that Make a Brand Memorable

What makes a brand memorable?

Simple: Having memorable experiences with the brand.

But what makes an experience memorable?

Not so simple: Bringing your own special twist to the mundane, little things.

If you sell goods to consumers, there is an aura of white-noise-transactions that surround the sale. Elements of the purchasing experience that we are so used to that we generally whip right through them without a second thought. Pick something up off a shelf, take it to a checkout lane, pay for it, they bag it, you take it home. Or perhaps you place an order, pay for it, they ship it and you receive it.

No matter what — those mundane transactions are oftentimes the predecessors to customer complaints: They can’t find what they need. It’s taking too long to checkout. They didn’t receive what they ordered.

But if those transactions can have a big negative impact on your brand, they can have the equal, opposite, positive reaction.

Recently — I ordered take-out from Honey Butter Fried Chicken here in Chicago, IL. I’ve always had a great experience. The food is delicious. The staff is sincerely polite. But lots of restaurants provide that.

But there was one tiny, extra twist to the pickup process that has had me thinking about them for weeks: When they handed me my bag of food, they didn’t just confirm that everything I ordered was in there. They walked me through how they had organized those items inside the bag:

“Here on the bottom are your three sides, above those I placed your sandwich, and your two-piece fried chicken is on top.” (I promise that that wasn’t all just for me…)

Why was that special to me? Because I’m used to someone robotically parroting the contents on a receipt and then handing me a sack of grub. No pride. No passion. Just a perfectly acceptable, no-nonsense, normal sales transaction.

But why not take the normal and make it abnormal? Abnormal is memorable.

Most importantly, I now compare every other take-out experience against it. Every time I pick up food and the transaction is nothing special, I am reminded of my experience at Honey Butter Fried Chicken.

Which is probably why I talk it up more than any other restaurant in Chicago.