Have you ever tried to get information across to somebody with a convoluted interlinked Excel sheet? Or worse, a Google Presentation you have to send as a link instead? Our data shows the smarter you are, the more money you have, but the more wary of privacy you’ll tend to have. Right there, you’re eliminating ¾ of the prospects you want simply through email communications. What if instead, you used a ux-designed website that employs infographics for brand authority and has proven to increase clicks on the call-to-action button?
The design world didn’t just grasp at straws until they found this methodology of getting complicated information across. It came after endless studies on how human behavior affects our understanding (and therefore buying trends). It’s just one example of making something sticky, like honey, AKA: memorable.
Are you building a brand and a business that’s sticky?
Meaning, is everything you do tied into how people will remember you and your brand and what you sell and if they need it?
I don’t mean if after you die there is some business legacy. I mean are the values and the story you’re selling going to stick in people’s minds like honey, whether it be a client, a customer, a partner, an investor, or someone walking down the street scrolling past your Instagram ad?
Building a sticky brand happens from the inside out. You must live your ideals.
Let’s start with a simple example: “It’s a Small World.” This song is infamous for getting stuck in people’s heads, running on loop, over and over again, even overnight. It’s because it’s
Short and simple
Evokes a feeling
Now, a brand example. People know Nike, and it’s not like Nike just always had endless marketing cash and stellar people working for them. It’s because their brand checks these boxes.
Short and simple: Nike: Just do it. Even the swish is short and simple.
Catchy: Easy to remember, doesn’t sound like too many other words, and if we want to get into the art of typography, it’s powerfully legible, clear, clean, and balanced.
Evokes a feeling: In their brand storytelling, they focus on personal achievement, reaching new heights, a ‘you can do anything’ mentality. Who doesn’t like that?
But this goes beyond logo and brand storytelling (though you can learn more about that here). You must live your brand’s ideals in the way you work, the culture you build (no workhorses or growth hacking), the way you hire and fire, until it’s effortlessly consistent across so many aspects of a company that your ads targeting cold prospects are naturally on-brand and sticky as hell.
You’re going to be spending money on marketing anyway, this is how you spend that money wisely.
It takes 8 different exposures of a company name or logo for a human to start recognizing and remembering it. Unless! You can build something so sticky that they want to look into it more right on the spot, or upon just a second exposure.
And remember, even Coca-Cola still does billboards and is spending on launching their new ‘classic cola.’ We suspect this to be a limited launch to get press and position themselves as ‘innovative’ – and if this is what they’re doing, that’s pretty smart.
If you don’t know how this is done (and most people don’t), don’t worry. We got you.
Oh, and if you think sticky can also mean annoying (like “It’s a Small World”), you’re right. Do it right the first time by getting experts on it. We’re here.