10 techniques to make your brand memorable

• Use it repeatedly. When you write an article, make a speech, converse with a prospect, create a web site, and/or engage in any other form of business communication, always incorporate your brand. If your brand is “The Financial Strategist”, casually write or comment that, “The reason I’m called the Financial Strategist is because of my unique approach to…” Modesty is an admirable trait, but if you don’t toot your own horn, sometimes there’s no music.
• Make it visual. Even if the brand is used only in words and type, include it prominently in your written and electronic materials. If it’s conducive to a logo or graphic, then use this avenue to impress it in the mind of your readers or viewers.
• Trademark or register it if possible. Your name is, by definition, unique. However, if you are “The Conflict Resolver”, explore a trademark or registration mark, and use it constantly. The Telephone Doctor is an example I used in a previous post… the woman behind it is Nancy Friedman, but her moniker is her uniqueness. It’s what people will recognize and remember.
• Use it as the title of a book or an article. Virtually nothing will solidify a brand like a book based on it. Just look at the “for dummy” books as an example of this. It doesn’t hurt to use it as a speech title, if you’re a speaker.
• Put it in your email signature file. This is automatic once it’s set up, and it’s a no brainer to sustain, but the volume of people associating the brand to you will grow exponentially.
• Create a product based around the brand. This could be an audio cassette or CD series, a manual or booklet, or even a game. I’ve seen people use mugs, t-shirts, and bumper stickers, although I personally don’t care for that sort of thing.
• Have clients or readers endorse it. Obtain testimonial letters and blurbs that specifically mention your brand and how great it is. Then include that testimonial in your website or promotional materials.
• Build a newsletter or blog around it. If you can produce frequent content, a monthly newsletter or a daily blog topic will help create brand awareness on the frequency that you’re able to produce.
• Be outrageous. One financial consultant that I know of makes it generally known that he drives a Ferrari, and he uses that car name in his personal email addresses. As a result, he developed the “Ferrari brand” associated with his consulting: high quality and high performance.
• Experiment and change brands. Few brands last forever amid changing times, and new times create new needs. There’s no scorecard on your success rate with a brand. Keep trying them out and changing the ones that don’t seem to grab attention. Proctor & Gamble, Coca Cola, and Mercedes Benz all constantly introduce new brands. What have you got to lose?