Be Different

What's worse: That nobody is aware of your brand or that no-one likes your brand?

I could argue that it's better to have a brand that no-one likes, however, is aware of rather than a brand that no-one knows.

Recently, I went to purchase a new phone online and it became a pretty horrible experience - I ended up returning the phone to the online retailer, getting a refund and going to a second online retailer to have them process the order correctly. As inconvenient brand stories go, this was pretty much text book on what not to do.

However, the next time I need to purchase a new phone - assuming phones aren't planted into our arms and are used to remotely unlock out driverless cars - I'll possibly wind up there again.

And that's the point: despite the fact that I don't like a brand, there's still a chance I'm going to interact with it ( often because we're forced to: do you like your broadband provider?) But if I don't recognise or remember that a brand exists in any respect, I'm by no means even finding out whether or not the experience is amazing or terrible.


How to be memorable

How do you present and show that you think differently, act differently or carry yourself differently from your competitors? Memorability is found not only in what you do but in who you are. This is where personality comes in. You wouldn't make the product, produce the results or provide the service you do without that. You wouldn't be the brand that you've built. Let's unearth whatever that personality is and figure out how to utilise it.

Fortunately enough, it's really not that super difficult to have a personality, right? Everybodys different and stands for something. However, don’t be wishy-washy about it. (“If you stand for nothing, what will you fall for?”)

You may be thinking, a person portraying personality is a bit extraordinary and, therefore, less difficult - than a brand showing personality. That's fair... but it's not too different.

Look at your values and start with those.


Other ways to be memorable

Here we go... now we're getting somewhere. "We believe..." is a great starting point for finding your brand's personality.

Have an opinion. If you’re just sharing super obvious, innocuous thoughts, you’re not really impacting anyone. Don’t be offensive if it doesn’t fit your brand, but take a side.

Have an opinion. Sharing super obvious thoughts isn't going to impact anyone. Take a side, however, ensure that it fits your brand - don't be offensive, be constructive.

Go and open LinkedIn, scroll on down and you won't find it hard to discover people sharing incredibly harmless opinions. "I know this won't be popular but..." usually ends up leading to one of those obvious statements that everyone agrees with. Let's say something like: "I know this won't be popular but, I think managers should listen more than they speak" or something similar. Congratulations. You just shared an opinion that nobody would ever disagree with (publicly), which essentially makes it not an opinion.

Be human. Be a real person. Most of the time, your content is going to be presented next to your brand's name. It should still sound like a human being wrote it.

Don't be forgettable. If you’re not memorable, you’re forgettable. Give people a reason to remember you.

Consistency over time, over multiple platforms. No lie, it's hard to stand out, but don't try to be everything to everyone - it's impossible and unrealistic essentially it will take away from the brand and therefore have a negative effect. The key is finding a meaningful balance, so find one thing and give you customer something to catch on to.

Aim beyond Apple. The most valuable brand on the plant which constantly ranks at the top of the "Most Loved" and "Most Trusted" lists, which is awesome. For them.


Seriously, you should absolutely strive for results like Apple's, but by no means try to *be* like them because like personality, everyone different for a reason. Apple's brand works for what they provide, so it probably won't work for you. Other's have tried it in the past and it always feels forced, trying to be something they aren't. It's not authentic and, although the intentions are generally good, it's kinda lazy. How can you deliver consistent experiences? How can your brand offer better service?