Our Chrysler Sebring died in the middle of the freeway during evening rush hour. For about 90 minutes, we were really scared, and knew it was a short amount of time before a semi plowed into our car and we ended up in the ER.
The good news, we made it through the evening without injury. The bad news, our Sebring was not repairable. What did we do? We started researching various charities so we could donate our fully-loaded-but completely-useless car, and receive a tax deduction.
We researched charity, after charity. During the process, we came across Kars4Kids.com. If you visit their website, they have a jingle that will stay in your mind forever. We stayed on the website for a minute and sang along, but were not convinced that Kars4Kids needed the donation more than other charities. In fact, there were so many great causes, that we couldn’t make a decision.
Two weeks later, I remembered that I still needed to make arrangements for my vehicle, or we would face an impound fee. I knew if I didn’t call right then, I would forget. Out of every charity we researched, which one came to my mind first? Yep, you got it. I found myself singing “1-877-Kars4Kids, Kars4Kids, Kars4Kids,” as I dialed the number.
What does this mean when it comes to branding? A lot. The website didn’t sell me, their cause didn’t sell me, but their jingle did.
I am against music on websites. I find it highly annoying. However, it is the tune on the website that made the organization memorable enough, that I had memorized their phone number and made the donation.
What makes you memorable? Is your brand so distinguishable that people could recognize it anywhere, and you come to your customers’ minds first?
Example: When you think of an apple, what comes to your mind? It probably isn’t red and edible. It most-likely involves your phone, laptop, or iPod.
Another Example: When you think of Amazon, do you picture dense jungles with monkeys and jaguars? Chances are you think of books and the online retailer.
When it comes to branding, you need to have a competitive edge. Think carefully before choosing a company name, logo and slogan. Do your research. Invest time and money in your brand.
If your brand isn’t memorable, it may be worth spending money on rebranding. A good example of this is Target. In the 1990s Target was simply a competitor to Wal-Mart. Through rebranding efforts, it is now perceived as an upscale shopping center with cute clothes and fun brands.
Brand is important, maybe the most important thing when it comes to marketing. Research, evaluate, and test your market. If you find your brand isn’t fostering trust and influence, rebrand. When you are driving away in your million-dollar yacht, you will be glad you did.