Branding shows how a business appears to the people out there. The choice of name or slogan itself can have a huge impact on how people perceive your brand. It depends on how your business does it. The thing is, is it important for your business to appear more memorable or likeable?
Which stage is your business at?
Brady Hodges, an assistant professor in the Robert J. Trulaske, Sr. College of Business, says businesses need to find out what stage of brand building they are in. He said that it is more favorable for new businesses to have a memorable slogan. Otherwise, it turns off some potential consumers. This is based on their findings on best practices for creating slogans for business owners and managers.
Why is it important for your business to choose either one?
Every business has its own vision and goals. If a business has a clear identity, it will be easier for them to connect with their target audience. Simply put, being simple makes everything less complicated and it is easier to focus. This way, businesses could be consistent in how they want to appear to others and also attract the right people. A business can choose to be both, but it might not be as efficient.
First, your business need to be memorable
Find out first if your brand is memorable. If someone can instantly recognize what your business does just by looking at your logo, it means your brand is truly memorable. A strong, clear logo that communicates your brand’s purpose is key to leaving a lasting impression.
To make a brand more memorable, follow these simple steps:
- Define Your Brand Identity: Know who you are as a brand and communicate it clearly.
- Clarify Your Purpose: Articulate how your brand makes a difference and why it matters.
- Create a Consistent Visual Identity: Use a cohesive logo, color scheme, and typography.
- Connect Emotionally: Share stories that resonate with your audience’s values.
- Differentiate Yourself: Highlight what makes your brand unique.
- Engage Consistently: Maintain a regular presence across all channels.
The value of being likable
Businesses that have gained an impression on people have successfully made themselves noticed. But does that mean they’ve gained trust? Not necessarily. To earn trust, it is important for your business to be likable. This is similar to when we meet someone new in real life. If you want to make friends, making yourself likeable will make others feel comfortable around you and, eventually, trust you.
The perfect moment for a business to be likeable is when it has become memorable. One of the perfect examples of established brands is Apple. They are known for their sleek design. With their innovative products that are high in quality, they have gained loyalty from customers. A brand that maintains a consistent brand experience increases its likability among its customers.
Therefore, a business can make itself more likable through high-quality products or services, brand messaging, offering exceptional customer experiences, showing authenticity, and being socially responsible. One simple sign to know if your brand has won people’s hearts is when they are willing to engage with you. This happens because you’ve built trust through emotional connections in your brand messaging.
Conclusions
Businesses should strive to be both memorable and likable, with the focus depending on their brand-building stage. New businesses should prioritize memorability through a clear identity and consistent visuals, while established brands can enhance likability by offering quality products, exceptional customer experiences, and authentic messaging. Ultimately, building trust and emotional connections with customers is essential for long-term success. Since it is important for your businesses to stand out and thrive, emphasizing either memorability or likability strategically will help.
