Differentiating a brand is great, but creating a consistent, easy-to-understand message that aligns with the product is key if you want people to always remember a brand or product.
After all, what people don’t understand, they won’t remember. Marketing messages need to be kept simple. The closer the marketing message aligns with what the company/product does, the more likely a person will remember it when the time comes to make a purchase.
American consumers are set in their ways when it comes to brands. That is why it’s important to understand the psychology of marketing, and the techniques, tricks and rules that go into making a brand unforgettable.
By The Numbers(1):
Americans typically buy the same 150 items.
These 150 items make up about 85% of a family’s household needs.
75% of products introduced fail to make it each year.
Amber Kemmis is the VP of Business Operations at Revenue River and an expert marketer who specializes in making brands unforgettable. She also works with SmartBug, an intelligent inbound agency and an elite HubSpot sponsor.
With a background in psychology, Kemmis is focused on marketing’s data side, and her background has helped her to understand how the world and buyers are changing. She recently was featured on the If You Market Podcast, and gave her tips on making a brand unforgettable.
5 Rules for Creating an Unforgettable Brand:
Promote your brand on multiple channels. The more in front of people a brand is, the more likely they are to remember it when they need it. Using a combination of multiple channels means a product/brand is exposed in multiple places, and being seen twice has a big impact.
Focus on positive associations. There is a balance that must be achieved when it comes to repetition. Brands that focus on marketing campaign ideas just to stand out could be courting a bad association. Negative associations tend to be powerful and often are harder to forget than positive ones.
Skip fear. Motivating people through fear is not effective in the long-term, in fact studies have shown it can do the opposite and turn people off. Today’s consumer is smarter overall—they can see a fear-based tactic coming and aren’t motivated by it.
Create stories around the product. Many brands have focused on their company’s origin story. What is more effective, and more likely to resonate with the consumer, is when a brand’s story is about the buyer the brand is trying to attract. Then the consumer feels like they can relate to the product more, and they are more likely to remember it.
Look at the data. Marketers today have numerous free data tools they can take advantage of to discover trends in human behavior. From this information, they can create a hypothesis, test it, tweak it as needed and accomplish their goal—even if they are working with a small budget.
“All you have to do is resonate with the right person. We’re living in a time where human behavior is rapidly changing, and as people change you’re probably going to have to change your habits and way of resonating to continue to be unforgettable to them.” — Amber Kemmis, VP of Business Operations at Revenue River and an expert marketer
Kemmis can speak to the following:
How to promote your brand on multiple channels.
How to focus on positive associations.
How to skip fear as a technique.
How to create stories around a product.
How to look at the data
”The world of marketing is constantly changing today and to make a brand unforgettable requires an understanding of how the world and buyers are changing, while ensuring that your company stays one step ahead.” — Karla Jo Helms, CEO and Anti-PRTM Strategist for JoTo PRTM and co-host of the If You Market They Will Come Podcast
Karla Jo Helms can speak to the following:
Using positive pairing, so a brand sticks in a consumer’s brain.
Aligning marketing messages so it is more likely a person will remember it.
Creating a consistent marketing message that helps a brand stand out.
Telling a great story that makes sense for your brand and that people can relate to.
Developing a solid content strategy aligned around prospective buyers.
About the If You Market, They Will Come Podcast
Meet If You Market podcast host, Sky Cassidy—an accomplished B2B marketer and his co-host, disruptive PR evangelist Karla Jo Helms. Together they talk with industry experts to analyze B2B marketing tactics in a cocktail hour atmosphere. Sky is also the CEO of MountainTop Data, which is based in Los Angeles, CA, and provides data and data services for B2B marketing. Karla Jo Helms is the CEO and Chief Strategist of Anti-PR agency, JOTO PR DisruptorsTM, based in Tampa, FL. Visit them via www.ifyoumarkettheywillcome.com.
About Amber Kemmis
Amber Kemmis has a passion for people, psychology, MarTech and driving revenue growth. In her career, she has worked both in-house and agency-side and has helped to drive a three-year revenue growth rate of 192%, built and optimized client's sales and marketing funnels, built and implemented inbound, sales enablement, B2C and ABM strategies, served as a HubSpot expert and so much more. She currently works as the Vice-President of Business Operations at Revenue River.