The secret to memorable brands: ‘whole-brand’ thinking.
The path to consideration is complex, non-linear and multifaceted. Depending on the product and price point, there is often a combination of active (seeking out) and passive (being exposed to) brand messages that influence the decision to buy.
In a world where consumers are shaping the narrative of brands, you will not be able to control your brands’ message. But you can mould your customers experience to ensure that you are 1. present and 2. your value is clear and relevant. This will ensure that you are memorable when the time comes to buy.
The most memorable brands think about their “whole-brand” ecosystem; building a cohesive narrative centred around their unique brand story and perspective.
Credit: Brewdog
Depending on the job to be done and the space that it operates in, this narrative may come to life in a myriad of different formats- social posts to podcasts, retail experiences to welcome packs and thank you cards. It looks different but feels the same.
The essence of the brand should also seep within the internal workings of the business, from HR to policies, to how meetings are conducted to how success is measured. Every interaction a person has with the brand should feel cohesive and inherently the personality of the brand.
The important thing to note is that Consistency is NOT duplication. The brand story needs to be optimised to be fit for purpose in the environment in which it exists.
Brewdog, the brand on a mission to make great craft beer, are an amazing example of a company that implements whole brand thinking. Whether you are reading the messaging on a beer can, watching a video of their latest product launch or reading the companies annual report, the ethos, the narrative is consistent. It is the accumulation of all these messages, told in slightly different ways that build the brand story and ensure that tone and mission of the brand is clear when the consumer is selecting what to drink in the pub.
If you need a bit of help moulding your brand story, get in touch with us.