When Building a Brand, Think Beyond Advertising
When you imagine creating a new brand, it’s easy to picture advertising executives sitting around a conference table, tossing around creative ideas over cups of coffee. However, the most powerful branding often comes from adding a touch of fun and personality to your brand experience.
Today’s customers, driven by a “have it your way” mentality, want flexibility, choice, and authenticity. It’s our job as business professionals to ensure that when they’re ready to make a choice, our product or service stands out as their top preference.
Below are four secrets to inject creativity, storytelling, and engagement into your brand to make it truly unforgettable.
Secret #1: Tell Your Company’s Unique Brand Story
Television shows have long been a part of our culture because they tell stories with relatable characters. Think of The Brady Bunch—its catchy theme song told a story that people still remember decades later.
Now imagine harnessing that same storytelling power for your business. Sharing your brand’s story builds emotional connections with customers. It helps them understand who you are, what you stand for, and why your company exists.
For example, PartyLite, a direct sales company, beautifully incorporates its origin story into its marketing:
“Mabel K. Baker, a young housewife, provided holiday candles for her friends. She hand-dipped candles from bayberry plants on Cape Cod. From these humble beginnings, Colonial Candle of Cape Cod was born. In 1973, PartyLite was established to meet people’s desire for home beautification and additional family income.”
You can almost visualize Mabel picking bayberries and handcrafting candles for her loved ones. This story transforms a simple candle into a symbol of craftsmanship, warmth, and tradition.
Ask yourself:
What’s your brand story? What defining moments shaped your business? Sharing your journey authentically can turn casual customers into lifelong advocates.
Secret #2: Make Your Brand a Household Name by Coining the Term
Some brands become so influential that their names replace the product category itself. Think of Kleenex for tissues, Xerox for photocopying, or FedEx for overnight delivery.
To follow their example, consider creating your own terminology that reflects your brand’s personality.
A great example is Marla Cilley, known as The FLY Lady—an organizing superhero for moms nationwide. “FLY” stands for Finally Loving Yourself, a concept that adds positivity and identity to her brand. Her website even reflects this creative branding in every link: Why FLY, FLYing Lessons, FLY Zone, FLY FAQ, and The FlyShop.
By coining her own terms, The FLY Lady didn’t just sell organization tips—she created a lifestyle her audience could emotionally connect with.
Secret #3: Add Your Unique Brand of Humor
Humor is one of the most powerful branding tools available. It not only entertains but also makes your brand more relatable and memorable.
Consider the commercial for Red Stripe, “The Great Jamaican Beer.” In the ad, a sharply dressed spokesperson humorously declares:
“Red Stripe—the beer in the short, stubby, ugly bottle. If ugly people stand next to a Red Stripe, they look beautiful!”
He then proves it by handing a beer to a man and exclaiming, “Look, you are beautiful! Red Stripe—it’s beer. Hooray Beer!”
Even if you’re not a beer drinker, that ad sticks with you. It’s funny, unique, and unforgettable—proof that humor can transform an unknown product into a viral sensation.
Secret #4: Create Your Own Catchphrases and Quotes
Catchy phrases and memorable quotes can give your brand a voice that sticks in people’s minds.
Think about Wendy’s legendary “Where’s the beef?” campaign or Donald Trump’s “You’re fired!” from The Apprentice. These phrases became pop culture moments, far outlasting their original context.
Why not develop your own catchphrase that reflects your company’s values, humor, or mission? With creativity and consistency, your quote could be the next viral saying that customers repeat everywhere—from blogs to social media to real-world conversations.
Final Thoughts
With a little imagination, your brand can be more than a logo or slogan—it can become a living experience. Tell a story that inspires, create terms that empower, use humor that delights, and coin phrases that people remember. When done right, your brand becomes a lasting part of your customers’ lives.