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Secret to Becoming Unforgettable
🚀 Learn from the most memorable brands and become one yourself.
Howdy Readers 🥰
In this newsletter, you’ll find:
🌟 The Secret Behind Insanely Memorable Brands
🔗 Instagram’s New Algorithm Prioritizes ‘Sends’ for Content Ranking
🌟 2024 Loyalty Insights: How Brands Can Thrive
If you’re new to ScaleUP then a hearty welcome to you, you’ve reached the right place along with 50k+ CEOs, CMOS, and marketers.😉 Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!
TOGETHER WITH MARKETING SCROLL
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BRANDS
🌟 The Secret Behind Insanely Memorable Brands
Insights from Sarah Heart
Distinctive brand assets are crucial for embedding your brand into the minds of consumers. But how do brands like Nike, Red Bull, and Coca-Cola achieve this? Here’s what you need to know from the science behind branding.
What Are Distinctive Brand Assets?
Distinctive brand assets are sensory elements that uniquely connect back to your brand. These can include:
Visual Elements: Logos, illustrations, shapes
Auditory Elements: Jingles, brand-specific sounds
Tactile Elements: Unique packaging or product texture
Olfactory Elements: Signature scents associated with the brand
These assets serve as mental retrieval cues in environments saturated with sensory information. In essence, they help your brand stand out and be remembered amidst the sensory overload.
How to Choose Your Distinctive Brand Assets
1. Aim for a Balanced Number of Assets
Having too few assets can be risky, while too many can dilute the brand’s impact. Aim for 4-5 distinctive assets.
2. Avoid Common or Competitive Assets
Choose assets that are unique to your brand and not easily confused with competitors. For example, Coca-Cola’s bottle shape is instantly recognizable and unique to them.
3. Be Consistent
Maintain consistency in your brand assets over time. This doesn’t mean they can’t evolve, but changes should be gradual to avoid confusing your audience. For instance, Tropicana’s sales dropped by 20% in two months after a major packaging redesign that abandoned their distinctive assets.
Why It Works
Distinctive brand assets cut through the noise in a cluttered environment, making your brand more recognizable and memorable. Research shows that ads featuring these assets perform better than those that rely solely on the brand name. They create multiple pathways for mental retrieval, helping your brand stay top-of-mind for consumers.
How You Can Do It
Identify Potential Assets: Look at your current brand elements and see which ones can be made more distinctive.
Test for Uniqueness: Ensure that these assets aren’t already strongly associated with other brands or have non-brand-specific meanings.
Anchor Your Assets: Start with 1-2 strong anchors, like a logo or a specific color scheme, and build additional assets around them.
Evolve Carefully: Make changes slowly and thoughtfully to keep your brand’s distinctiveness intact.
Leverage Multi-Sensory Elements: Incorporate elements that engage multiple senses to create a stronger brand connection.
By focusing on creating and maintaining distinctive brand assets, you can make your brand more memorable and effective in capturing and retaining customer attention. Remember, it all starts with having an incredible product that these assets can represent.
For more such Brand growth Insights grab your free spot on the Level up+ webinar by Chargeflow happening on 17th July 2024, and not only get to attend an insightful session by some amazing industry leaders but also stand a chance to win a Meta Quest 3!
🔗 Instagram’s New Algorithm Prioritizes ‘Sends’ for Content Ranking
Insights from Search Engine Journal
Adam Mosseri, the head of Instagram, recently shared a key insight into how the platform ranks content: the metric of sends per reach.
The Breakdown:
This metric evaluates how often a post is shared via direct messages (DMs) relative to its total views.
Mosseri advises that crafting content that people are inclined to share with their close friends and family can significantly enhance reach over time.
He explains, “We want Instagram to be a place where people can be creative in ways that foster connection. Whether it’s a reel that makes you laugh and you want to share it with your sibling, or a breathtaking soccer highlight you want to send to a fellow fan.”
Mosseri cautions against forcing shareable content but encourages creators to consider what people might naturally want to share with friends or loved ones.
By understanding and utilizing the sends per reach metric, creators and businesses can improve their content’s visibility on Instagram. Encouraging shares can lead to greater reach, higher engagement, and increased lead generation, making it an essential strategy for enhancing performance on the platform.
CONSUMER BEHAVIOUR
🌟 2024 Loyalty Insights: How Brands Can Thrive
Insights from Marigold Report
Amid the current economic challenges, it’s easy to dwell on budget constraints and economic forecasts. However, there’s a silver lining for brands dedicated to loyalty strategies: consumer loyalty is on the rise. An impressive 63% of consumers are now willing to pay more to shop with brands they are loyal to, up from 59% last year. This positive trend spans all age groups, from Gen Z to Baby Boomers.
Consumer behavior is evolving, favoring personalized and human experiences. Brands that offer these experiences are rewarded with increased loyalty. High customer retention rates, consistent revenue, and lower acquisition costs are some of the benefits of a loyal customer base. Simply put, loyalty is a foundation that savvy marketers can rely on to safeguard their business.
The Breakdown:
Personalization: Deliver relevant messages to consumers on an individual level. Use basic data points and create message triggers to improve relevance, gradually expanding data profiles with richer zero-party data. More than half (51%) of consumers have reported frustration with receiving irrelevant content and offers from brands.
Incentives and Rewards: Offer discounts or coupons in exchange for data sharing and recognize loyal customers. Economic value is closely tied to brand loyalty, with 74% of consumers citing offers and promotions as important for maintaining brand loyalty. Additionally, 84% are likely to engage with messages containing discounts or coupon codes.
Enhancing the Customer Experience: Treat customers like humans, not just data points. Create seamless experiences by uniting marketing channels and eliminating silos. A notable 92% of consumers say their favorite brand provides a consistent experience across channels.
Communicating Brand Purpose: Clearly define and communicate your brand’s mission and purpose. Nearly six in ten Millennials, along with a majority of Gen Z and Gen X consumers, cite brand purpose as important to maintaining their loyalty. Furthermore, 27% of consumers, including 30% of Millennials, consider a brand’s ethical values more important than price.
Understanding and leveraging these trends can significantly impact a brand’s success. The increasing willingness of consumers to support brands they feel connected to underscores the need for businesses to enhance their loyalty programs and marketing strategies. By focusing on personalized and meaningful interactions, brands can differentiate themselves in a competitive market and foster stronger customer relationships.
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👨🏻💻 Want to gain expert insights from industry leaders and eCommerce solution leaders like Aftersell, Sendlane, Triple Whale, and Chargeflow? Join us Live at ‘Level Up Your DTC Brand,’ a webinar discussing the latest strategies on how to scale DTC brands on July 17th 12PM EST. Register now for free and stand a chance to win a Meta Quest 3!
ℹ️ Instagram (65%) now leads Facebook (64%) among consumers, according to Sprout Social. Gen Z prefers Instagram and TikTok while Millennials favor Instagram. Gen X and Baby Boomers mainly use Facebook. Additionally, 45% have taken a social media detox recently.
👦🏻 Back-to-school shopping is expected to increase by 21.8% this year, with parents planning to spend more on discretionary products rather than required items. Nearly 90% of parents will shop in physical stores, with Walmart, Amazon, and Target as top choices.
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