The enemy of your brand is indifference.
You might think being hated and disliked is the worst place for a brand, but it’s not. Being ignored is far worse, because your brand doesn’t even register in your customers’ minds.
In branding, indifference is the equivalent of purgatory.
Companies that create a bond with their customers are memorable. They own a position in their customers’ minds.
Gene Simmons said, “People either love KISS or hate us with all of their guts, and that’s the way we like it.” This is a bold statement, but there’s a real gem of truth in it. It’s better to be hated than ignored.
How to be Memorable
You don’t have to be a jerk to be memorable. Rather, your brand has to stand for something.
Apple earns a staggering profit margin over its three direct competitors. In the last year, HP had a profit margin of 4.5%, Dell’s profit margin was 4.2%, and Lenovo earned 2.1% profit margin. Apple earned 21.6% profit margin.
There are a variety of reasons for the range of profit margins, but let’s focus on one area. Compare these 4 organization’s taglines:
- HP: Make It Matter
- Dell: Better Technology Is Better Business
- Lenovo: For Those Who Do
- Apple: Think Different
Which of these statements sticks in your mind? Think Different right? Apple is more memorable than its direct competitors, because it takes a stance.
A Tagline to Remember
A tagline is a powerful tool to focus your brand in your customers’ minds.
According to Ad Age, “A Diamond Is Forever” is the most memorable tagline of all time. Introduced in 1938, the tagline catapulted diamond sales by 55% within three years. Eighty years later, 87% of engagement rings have a diamond as the center stone.
A Diamond Is Forever sticks in customers’ minds. The tagline makes all other jewels irrelevant.
Powerful taglines are like earworms. They’re hard to forget:
- Nike: Just Do It
- Avis: We Try Harder
- Wheaties: Breakfast of Champions
Taglines capture the essence of a brand in a short memorable statement. But what makes these taglines so memorable is how they capture what the brand believes.
Just Do It speaks to athletes. It’s a command and a call to action. People can identify with Nike, and that makes the brand unforgettable.
Rally Your Team to Act
Taglines may be even more important for employees than customers, because they function as a rallying cry.
Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
The fastest way to capture the hearts and minds of your customers is through your people. Great brands are built from the inside out by you and your team. But the enemy is busyness.
Your team is busy. They’re filling orders, responding to customers, completing projects, and a million other daily duties that keep your operations running. It’s a whirlwind of important tasks, but none that create memorable customer experiences.
A rallying cry guides your team to act with purpose. For instance, Avis’ team knows “they try harder.” Apple’s team knows their success comes from “thinking differently.” The tagline indicates what’s important for the organization.
Escape Brand Purgatory
The enemy of your brand is indifference.
Selling a good product at a fair price is not enough to stand out. You have to fight to make your brand memorable.
