5 Ways to Make Them Remember Your Brand Forever

On the first day of Speech 101 in my freshman year of college I raised my hand and volunteered to “go first” in completing the first official (and graded) class assignment; that of delivering a self-introduction that would leave a lasting impression.

I took a deep breath, then, in my best “Valley Girl” voice, quipped three little words that would not only send me straight to the top of the class, but also would also become the first three words that teacher - and most classmates - would say to me every time they saw me on campus for the next two years:

"Like, hi, Ok?"

Three little words, none of which pack a significant meaning in and of themselves. It wasn’t just what I said, it was also how, to whom, and when I said it.

5 Keys to a Lasting Brand Impression

Wait for the right time

Under most other circumstances, my Valley Girl impression would have been passé – or even annoying. It was powerful because it was delivered at precisely the moment when my target audience most wanted to hear it.

Chirping away about your brand at the wrong time may mean wasted effort, in that your messages simply fall on deaf ears. Or worse, it could be annoying potential buyers who simply aren't ready to respond to it yet.

Then say it the right way

Communication is a funny thing; even a slight change in tone, lilt or the look on your face when you deliver a message can either enhance or detract from your message – or undermine it altogether.

To the right audience

Delivery of those three little words in the right accent at the right time meant maximum “brand awareness” for me as a student in that class. Not only did I get an A on that assignment, I was a favorite with both teacher and fellow students that semester. This was the right audience; one perfectly primed for my personal brand introduction and ready to hear it.

In a way they’ll remember

My introduction was memorable because it was unexpected. It was over the top without being out of bounds. It was confident. It was deliberate. It amused. It surprised. It delighted. They laughed. They clapped. They repeated it back to me (all year!)

If you want people to sit up, take notice, and remember you you must be prepared to take calculated risks in order to differentiate your brand, strategically, in ways that are meaningful enough to get the attention of – and provoke an emotional response from – your audience.

And keep it as brief as possible

Most marketing and advertising tries to do too much at the beginning, when all the audience really wants is to get an idea of who you are. Just tell what’s most important (or most likely to be most important) to the right audience – those who are ready to meet you – in the right way at the right time.

***

Elizabeth Kraus is the marketing manager of business cash advance and receivables factoring company DB Squared.