The Importance of Making Your Brand Memorable
When I was a kid, Easter was one of my favorite times of year. That probably comes as no surprise, as it’s most assuredly the case that nearly all kids love Easter. After all, what’s not to love? There’s candy, cute little bunnies, and egg decorating!
But my favorite part of the whole holiday was the treasure hunt. Every year, my parents would give us a basket and hide candy in creative and random places in our yard (indoors if it was raining). Sometimes we’d get clues that would lead us from one hidden candy to the next – with index cards at each stop giving hints as to where we’d find the next treasure on our quest.
What I wanted more than anything, though, wasn’t Reese’s or Skittles or M&Ms – it was a Cadbury Creme Egg (or many of them, for that matter).
Mind you, I didn’t think the egg itself was that tasty. In fact, I’ve never really been a lover of chocolate. The only reason I wanted those eggs was because of this commercial:
As a kid, I loved this commercial. It’s so adorable! A cute kitty, a scary lion, a turtle and a cuddly bunny! It was practically the who’s who of Care Bear Cousins! I didn’t want the Cadbury Egg because of the taste, I wanted it because, in a way, I felt like I was holding Easter. It felt like I had a piece of all that cuddly cuteness in my hands.
And then… eating it… which I guess is rather weird. Perhaps by that point I figured it had to be ingested or it was going to go bad.
The point is, Cadbury had come up with something so memorable that to this day they still show the above commercial around Easter time. And why not? It stands the test of time, sells their Eggs, and they probably won’t ever have to produce another commercial again!
You probably even know this commercial by heart, don’t you? When you see their Eggs in the store, you probably immediately think of this very ad! In fact, when you think of Easter candy at all you probably think of Cadbury!
That’s because Cadbury created something that was immediately – and infinitely – memorable. Not only did it define their brand image, but it practically gave you no choice but to think of them when you thought about Easter candy.
That’s what you want to do. When it comes time to put together that television commercial, or that promotional ad, or even that company video blog you’ve been thinking about, you want to make sure that whatever it is you do, your brand message is not only clear and concise, but it’s memorable. If you’re a car salesperson, you want people to think of you whenever they think of cars. If you’re a computer repair shop, you want people to think of you whenever they think of computer viruses. If you’re a chiropractor, you want people to think of you every time they slip a disk.
Or something like that…
In a way, you’re creating a new kind of instinct. One that allows a person to associate one thing with another. That thing you do, with you!
So this Easter, when you’re walking down the aisle and most likely picking up something Cadbury for your kids, think about how you can be the candy that everyone reaches for.