How to become An unforgettable Brand

Why Brand Trust Makes You Memorable And How To Create Your Own

This morning while waiting for my morning brew, I swiped past a coffee ad on the ‘gram, then immediately swiped back.

And even though I've already got plenty of coffee and purchased some k-cup style coffee pods I clicked.

“How convenient” I thought as I pulled my coffee cup out from under my super nice traditional ten-cupper.

You may be wondering why the hell I needed k-cups when my go-to maker isn’t even the right kind? Because you just never know when you're going to have to brew coffee with a Keurig, I guess.

It was an ad for Black Rifle Coffee Company (the coolest coffee co. ever IMO), and they've got me wrapped around their finger. 

I love their product, their ads are hilarious and I can spot their signature brand voice & feel from over a mile away. 

When I smell coffee, I don't think of Starbucks or Duncan Donuts - I think of Black Rifle Coffee Co.

BRCC has done a damn good job standing out in a sea of coffee brands by differentiating their brand voice (sound), what they stand for (feel), and how they look (touch). And because I've had good experiences with their brand before, I trust whatever they're selling to be top-notch just as everything else I've collected of theirs. 

Dare I say my brand trust for BRCC is so strong, I even trust the public figures associated with their brand because it's so consistent and familiar. They're not the first brand to absolutely nail then trust - love - profit trifecta and certainly won't be the last. 

As a brand, Black Rifle checked all the boxes when first launching into their awareness campaign.

They took three foundational steps towards creating brand memory, context triggers (those senses I pointed out above), and becoming easily recognizable. 

Even before my first purchase, I began noticing them more and more in the morning while I brewed my coffee. 

That led me to check them out on social media, then diving into their blog - all supporting content to their overall brand voice. 

Then, I watched them interact with customers and tagged along as they told their origin story, which felt so genuine. All those elements helped me fall into trust and based on what I felt, saw, learned - I made my first purchase.

Like I said, its the best damn coffee I’ve ever had. BAM - Love.

82% of consumers will continue to buy a brand they trust, even if another brand suddenly becomes hot and trendy. And 78% also advocate on the brand’s behalf, with a large majority saying they always recommend the brand if someone asks.

Everything BRCC does (or did) to take me from awareness to trust to loe was well planned out and deeply rooted in consumer psycology. 

They insertved themselves into the context of their ideal customers lives by associating visuals, sounds, brand tones, and smells with their brand. 

BRCC turned their brand into an unforgettable experience that makes you feel part of something - the perfect blend of traditional direct response strategy and emotional response marketing.

Here's why it matters to you: 

People will only remember you if they can add context to the memory of you - like seeing your social content during their morning scroll by the coffee maker. Your audience might forget about your brand when they walk away from the coffee maker, but they'll likely remember it once they return (no one can have just one cup). 

Your audience’s awareness grows as your context triggers do - ie. the more you show up, the more you give people a reason to be aware of you & place you in a memory with meaningful context, the easier it’ll be for you to sell k-cups to a ten-cupper mom who’s never held a gun.

I know it sounds silly, but because I like who they are and their overall brand voice all these memory triggers bring me back to coffee - back to them.

But this level of awareness only works if your brand is consistent in how it looks, sounds, and 'feels'. Consistency is key when creating brand memory --- ultimately turning it into brand trust. 

Ya feel me?

Brand trust is a journey, not a fleeting moment.

This means you've got to get your shit together and generate enough awareness and supporting content to trigger your audience’s mem ory of you when they see a rainbow or the color yellow or a rifle - if that's what you're into.

Consistently show up during specific touchpoints with your signature look and feel, and you'll strengthen your audience's memory of you, and lead them straight into your arms. 

Have you nailed your brand's identity yet? Because you've got to have that before any awareness or trust can be had. If you're struggling to decide whether your brand is going to have southern sass or sound like a college student, email me, and I'll help you get it sorted.