The little known Lithuanian psychologist, Bluma Zeigarnik is credited with influencing the latest marketing creative from Tesco.  How many of us instantly recognise that the image below is the logo of global retailer Tesco?  Surely most of us, right?

The Zeigarnik Effect basically means something left incomplete, that your brain has to work out, takes up more memory than something complete; resulting in more people remembering this Tesco campaign because they had to spend time working out that it was Tesco (and extra marks if you worked out that the first letter of each of the food items also spells Tesco!). It’s also a lesson in powerful brand assets, and huge marketing budgets aside, that is something that we can all implement in our comms.

Brand, brand, brand

We always talk about brands and how important they are to a business, and it’s not just because we’re trying to keep ourselves in a job, it’s because it’s the thing that a customer or potential customer will remember, and it differentiates us from our competitors. It should be unique to you, just like a fingerprint! And although that customer might not be in the market to purchase straight away,  keeping our brand top of mind is key to eventually turning that customer into a buyer.

But how do you know what you should be talking about? What does your brand mean to people, what’s your story?  There are a lot of buzz words thrown around in the world of marketing and PR – brand identity, brand positioning, brand assets, brand distinctiveness, brand differentiation etc., etc., and it’s confusing (guilty as charged!).   But the big brands show us just what can be achieved (admittedly, with lots of money), and that consistency is the key.  Yet, even on a small budget, a brand\business can be consistent with messaging and use its brand assets, and be DISTINCTIVE with its creative and advertising.

So how can all of this help you?  How can you stand out from the crowd? How can you ensure that when your customers are looking to buy your products they remember you and choose to talk to you?  Luckily for you, we can help!

We use a brilliant (if we do say so ourselves) process that will capture all the information needed to allow us to work with you to create your very own, simple, key statement that will tell your story.

We will talk to you about your brand identity (who you are – this never changes), your brand postitioning (where you play in the marketplace – this may change, competitors, legislation etc, - all impact your postitioning and so it should be reviewed to ensure the business/brand is still competitive), and your brand assets (the visual icons that people remember about your brand), and we have a few tricks up our sleeve to make it fun and interesting. If you’re up for it, we can even talk Brand Archetypes!

Ultimately, understanding your Brand DNA will make it easier to communicate your brand to your employees and customers and ensure consistency of message in everything you do. As a PR and marketing agency, this means everything we write, all the artwork we design, the websites we create, every social media post – they all use the key messages that link back to your business/brand.

Fancy a chat? We’d love to talk.