But memorable isn’t being the best of the best of the best as Will Smith so aptly quoted in his movie “Men in Black”. No, memorable is being the one that someone remembers to tell someone else about you. Let’s kill a myth right out of the gate. You don’t have to have the best product or latest development to be memorable. If that was the case there would only be one memorable company in any one category, clearly not the case for how businesses succeed and thrive today.
Being memorable is more closely related to the experience and your people delivering the experience than to any one particular product. And if you are looking for the “Long Tail” effect from your efforts, these areas will give you a much longer tail well after a product or service fades away or is eclipsed by some other leading edge product. Take the often talked about success story Apple. Is it their iPhone and iProducts that are the memorable aspect for their company? While they are good and are leading the way in many areas, what makes them memorable started way before the latest iSomething craze. It was their “cult-like” following of people who loved their experience and what they stood for that has made them the most memorable. You have probably already forgotten about their earlier products, but not the experience.
The corner deli or grocery store can’t possibly compete with Kroger or WalMart on selection or price – but they are the one that is memorable to people and is what they talk about to others and spread the word-of-mouth to their friends. It’s the experience and the people that make them memorable. How they deliver this to you or interact with you is paramount to your continued patronage and their survival. And the good businesses know it.
Step back from all the noise and hype of social media and think about what strategy you have in place to make you memorable, not how many tweets and facebook posts your staff can throw on the board and call you “connected” and “revered.” This isn’t what it is all about. When I created our “Business Engagement Strategy” it was with this in mind – how does an organization become memorable and still deliver on their overall business strategy. It isn’t easy, but is what really works and lasts well beyond the latest hype of some campaign you just launched into the social media sphere…