I’ve been to a lot of seminars, workshops and other group things where you find yourself among strangers. Sometimes, as an icebreaker in these events, they’ll have people reveal things like “tell us three things most people wouldn’t know about you.”
These are fun because you learn interesting things about people. Much more fun than “my name is, I work at, I live in.”
They’re also great ways to remember people. Occasionally, at these meetings, I would reveal a little known secret about myself, something I had almost forgotten.
I built Don Ho’s first website.
But for his recent passing, Don Ho isn’t exactly on the tip of most people’s tongues. Still, every time I mentioned this unusual factoid at a meeting, people would ask me about it. Even years after his fame had peaked, he was still well known enough for people to take an interest.
This suggests two lessons for me.
One is that a strong brand can literally last a lifetime.
At his memorial last Saturday, 25,000 people showed up to pay their last respects to Don Ho. Today, Google News has 1154 news items about him. And, a Google search on “Don Ho” shows 1.8 million returns. Clearly Don Ho is a part of the American culture.
That’s a pretty strong brand.
Two is that if you’re known for something, people remember you more easily.
And, if what you’re known for is a different, unique, a little outside what people expect, then you get even better retention in their memories.
So, ask yourself, what are you known for?
Maybe it has to do with your work, your product or your service. Maybe you’re the best at what you do in your market. But beware, from a marketing standpoint, that’s BORING. People don’t remember you if all you talk about is your product or service, no matter how great you think you are.
But, in the course of serving your customers (with your world-class skills) maybe you do something amazing for one of your customers. Maybe as a result of working with you, one of your customer’s lives is changed. Maybe, as a result of your work, you help someone accomplish something amazing or memorable.
Think about what sets you apart from everyone else in your industry. Think about it from your customer’s perspective. Cull through your customer lists, your projects, your orders, etc. Find examples of ways you have helped your customers. Make sure they’re examples that stand out so they’re memorable.
Then tell those stories.
If they’re good (and true) stories, people will remember. Then you have the making of a powerful, memorable brand.