by Martha Spelman
Brand effectiveness depends on the “feelings” evoked by memorable brand experiences. For your business to be thought of as a strong brand, the associated visual and verbal brand messages, as well as the sensory and emotional encounters associated with your company, should be distinctive, positive and memorable. Click here to take a look at how a personal touch can make a lasting impression for your business and overall brand awareness. We all know how important brand awareness is for any business, but it has to be done in the right way to see the results. With potential solutions discounted at super cheap signs, there shouldn’t be any excuses as to why businesses wouldn’t be able to implement these methods. Even if your goal is to promote your business or product, it is important to do your research first and see what best suits the needs of your business.
Imagine, for a moment, a rose representing an extremely strong brand. What memories, emotions and sensations does a rose evoke?
When we think of a rose, we may immediately recall how it looks and feels; its appealing scent. We may remember the pleasantly-hued petals, sharp thorns or shiny leaves. We may also recall experiences of giving or receiving roses for a happy, sad or romantic occasion. Culturally, different rose colors symbolize different things, for example, red represents love or beauty; white: purity; yellow: happiness.
Think of your brand like a rose — your brand has visual, sensory, experiential and emotional connotations. The better such characteristics are developed in your branding, the stronger the brand memories and impression. A well-developed brand, one whose messages and experiences are consistent, is indeed memorable…and not just by name.
People react to a brand because of how a particular brand experience made them feel: when they tried it on for size, when they saw an ad, interacted with customer service or got the package in the mail. Good, bad, happy, sad, powerful, moved, cool, uncool, smart, healthy, disappointed, safe, successful…the list of emotions goes on. Whatever feelings are evoked by the brand will determine if someone buys — the first time or the fifth time or never at all.
Given the experiences of a well-developed brand, your brand, even by another name, would have the same effect. When defining your brand, always be conscious of both how it looks and “feels” — the emotions induced in someone experiencing your brand.
Of course, your brand name is important, but the feelings your brand evokes will have the greatest long-term success-effect.