Ready for the branding secret sauce that most “experts promotional calendars for business” only talk about at small, private events? Let’s tell everyone. Picture yourself in front of a shelf full of different coffee brands. All of them scream “artisanal!” “Made by hand!” “Small batch!” —yawn, right? Now picture a bag that says, “Taste the rebellion! We roasted these beans while listening to Queen!” You smile right away. That bag? You’re taking it home.
One of the best things a business can do for its brand is to get people to tell stories. Don’t just put a name on it and be done with it. Every time your customer interacts with you—on social media, over dinner, or in the office—make sure they leave with a story that they can’t wait to tell. People want stories, not just things. You shouldn’t be happy with being “good” when people can brag about you.
Think about Taco Bell. Whether you like them or not, do you remember their “Steal a Base, Steal a Taco” run? Baseball fans talked about getting free tacos for weeks. The taco itself didn’t matter to anyone. They remembered how companies would give them free stuff just because their team hit a home run. That’s smart branding—a little game and a little memory, and you’ve taken over the talk at the dinner table.
There is no secret recipe that only branding consultants know how to use. People have to talk about your business if you find that “weak spot”—something strange, quirky, or oddly true to it. Perhaps the cakes from your shop come in retro lunchboxes. Maybe the tech you bought comes with a playlist. Or, each order comes with a note that was written by hand and is so strange that people post it online.
Don’t be too safe either. The web likes strange things. Normal doesn’t matter. Have you seen Wendy’s roast people on Twitter? Because of their clever responses, they became famous on social media. Some tried but failed and missed the magic. Why? They didn’t promise. People will join your group if you give them a flag to wave.
Take a moment to think about “modern visuals” or “standing out with quality service” the next time you hear those phrases. When someone buys something from you, what is the story they can’t wait to tell? Think of your brand as the ending of a joke, the key to a story, or the melody of a song. People should be able to laugh, gasp, and quickly text a friend.
The best way to customize your brand is very easy: come up with moments and quirks that people will remember. Give people something to talk about. Say it again. Don’t just be a name. Be the brand that gets people excited, leads to selfies, and party talk about you. They’ll sell your business for you. That’s how you beat the other people.