How To Be Memorable Without Putting On A Monkey Costume
The quick laugh, the rush of nostalgia, the thrill of the unexpected…
Too often, we chase these things while forgetting what we’re actually trying to accomplish.
How many times have you watched an emotional commercial, beautifully produced, expertly timed, funded with millions of dollars…
And then at the end of it, a logo pops up for toilet paper or fast food?
Silly.
People obsess over such things because they are constantly comparing themselves against other brands that actually do it right — drooling at the explosive growth others have experienced by capitalizing on humor, spontaneity, and sentiment.
They do it because they don’t understand WHY it works for those guys… and why it won’t for them.
Here’s the fundamental truth they’re missing:
Branding is relationship building.
It’s simple.
I get so many clients that ask how they can take their brand to the next level. My answer is always the same…
What Makes Someone Popular And Likeable?
Think of what you like in people.
We tend to gravitate towards the good looking, the stylish, and the talented. We like people who are outgoing, listen, and give us their full attention. Humor, wit, and charisma can be big pluses. Authenticity is critical — which means consistency.
Look around at the “popular” folks around you… you’ll likely find they possess one or more of these characteristics.
But the most important factor in solidifying long term relationships comes down to two questions.
Are they a net plus in your life? Do they make you happier somehow?
The more they do, the more likely you are to want to keep them around.
It’s the same with brands.
Looks Matter. Kinda.
Appearances mean a lot.
For a human being, that might be how naturally good-looking they are. How they dress themselves. How they wear their hair.
All of that forms a cohesive picture that we then judge the fuck out of.
Luckily, as a company, a brand, you don’t have to deal with genetics.
You can control every aspect of how your brand appears to the outside world. Graphically, how your websites, apps, and social media appears.
And while you might not have the budget to create the stunning videos that Madison Avenue ad agencies can… the right style and presentation can cover up a lot of flaws, or even give you a unique aesthetic.
That said, while there are some who might abandon a brand forever because they don’t like the color of the app icon… for most people, where does the visual aspect factor in?
It’s the first impression.
Just like a man might be more willing to approach an attractive woman (and be more forgiving with her flaws), the right appearance can do the same for your brand.
More than that, just like with people, we’re more likely to judge good-looking brands as more intelligent, friendly, and authoritative.
But let’s not oversell it.
Aesthetics can attract people who would otherwise not approach you, but are mostly a “surface” metric.
More important?
Personality.
If You Have No Personality… You Better Have Something Else.
I’m sure you’re aware…
If you’re exceptionally good looking, rich, or have incredible talent in a popular field…
Than personality matters less than it should.
But a strong personality can be a huge draw — an alternative to why people want to spend time with you. One that’s more real.
If you’re funny, loyal, friendly, helpful, a good listener… people will tend to like you more.
Most brands are colorless.
They are completely terrified of holding an opinion. They shy away from anything that might offend anyone, and scrub themselves clean of anything that might provoke controversy.
Sarcasm. Toilet humor. Cursing.
Anything that people hold preferences on… gone.
Don’t do that.
You want your brand to be a value add to your business. Turning yourself into another factory-produced personality will do you no favors.
Present your brand in a way that people can actually distinguish it from others. If that means the occasional f-bomb in your tweets, than just fucking do it.
We either love or hate people with strong personalities. If you do it right, you’re going to turn some people away.
That’s OK.
Love and hate is superior to indifference in every way.
If you want brand evangelists, you need people that are passionate about your brand’s personality. Which you can only get if you actually HAVE a personality.
Whatever you do…
Be Consistent.
One thing to note about people — most don’t have split personalities.
Generally, if someone hates cabbage today… they’ll hate it tomorrow too.
That’s good.
We like being able to rely on and understand people.
We dislike those we can’t.
Being consistent is harder for a company. They’re made up of many people with different opinions. But in branding, the same rule holds true.
We enjoy consistency because it generally means authenticity.
Authenticity is absolutely crucial to likeability.
Brands start with a default reputation of somewhere between car salesmen and politicians. For instance, 73% of people don’t trust large businesses.
We’ve been conditioned (rightfully so) to believe that all companies pursue greater profits at the expense of all else.
Therefore we expect them to change their opinions to whatever is going to make them the most money.
Being consistent with your brand’s message and personality is key to avoiding this assumption.
For instance, I love Old Spice’s advertising. I’ve probably watched every advertisement they put out.
Why does it work?
Because they’ve built their reputation on spontaneity, on humor, on surprise. Not only their ads — their social media, their product branding, their website. Everything they do forms one powerful personality.
This is where all these brands get it wrong. A staid brand trying to put out a spontaneous, humorous video is like your old uncle trying to get down with the kids.
It’s forced and ends up looking silly.
You have to exude your brand’s personality. Be it.
Every outgoing touch point with the public must feel like the same company. That’s how you build up a personality.
It’s the difference between “I know this guy who is absolutely hilarious,” vs “he made a good joke once.”
Oh, and there’s another way to make yourself even more memorable.
Choose A Hill To Die On.
We like people who dream big.
Especially if it’s a dream we believe in.
Another way to attract evangelists is to embody a mission.
Now, every company has a mission statement. It’s usually full of meaningless drivel that nobody believes in.
That’s not what I mean.
If you strongly believe the world should be a certain way, that something should be different, and your company is full tilt in making that happen…
If others can actually see that your mission is REAL…
Then you’re going to attract people who sympathize and believe in what you’re trying to do. Especially if you have a big, unsympathetic enemy.
Like internet service providers. Or airlines. Or the big banks.
You’re going to make enemies. But memorable people ALWAYS have enemies.
49% of Millennials say they will evangelize a brand that represents their values, likes, and personality.
People root for those trying to change the world — especially the underdog.
Now, we’ve talked about all these ways to stand out.
But the biggest factor in great branding is this…
An Amazing Product Or Service Will Establish Your Brand Faster Than Anything Else.
Funnily enough, this is rarely mentioned when it comes to branding.
It’s the most important.
Ultimately, we want to stick around people that are a net positive in our life.
Yeah, you might get to know someone because they’re good looking. You might enjoy hanging out with them because they have great comebacks. You might like the fact that they’re in the Red Cross and volunteering in disaster areas.
But even if they didn’t have ANY of that.
If they make you happier, if they add to your life… you’ll want to keep them around.
Maybe they’re there for you when a personal tragedy strikes. Maybe they do things for you without asking. Maybe just make you feel better after talking with them.
Whatever it is, generally the more they benefit you, the more you like them.
The #1 way to great brand evangelists is to deliver a product or service that’s better than the competition. The more obvious the difference, the more fans you’ll get.
A person doesn’t stick with a Honda for 50 years because they do great commercials. Definitely NOT because of the commercials.
It’s because they make damn good cars.
So if you have a choice, always focus on the actual benefits the brand delivers.
Ultimately…
Great Branding Isn’t About Artificial Stimulating Emotion
It’s about building lasting relationships with customers and fans.
It’s about presenting yourself the right way. Having a personality. Being consistent and authentic. Having a cause.
And most importantly, delivering a great experience for people who are spending their hard earned money on you.
Isn’t that simple?
Read this far? A favor, if you would…
Whether you agree with what you’ve just read, or just want to explain to me how utterly WRONG I am…
Comments, claps, and shares make my day.
This is the totally shameless tip jar on the counter… and my end of article call-to-action (because I try to practice what I preach).
Originally published at numberglutton.
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