What Creates a Memorable Brand?

When you think about some of the world’s most recognizable brands, they have one thing in common — a following and fan base that does more than purchase—they are advocates. When Apple releases a new product, their legion of advocates often stand in line and wait overnight for a new version of their existing iPhone.

Similarly, when Malcolm Gladwell releases a new book, it’s all but guaranteed to be a New York Times bestseller. Not only are his books a fascinating journey into the human condition, but they make you think when Warren Buffet buys a company, a large group of investors who follow suit most without doing much due diligence.

We live and breathe digital.

Today, four and a half billion people log onto the internet every day. We live in a time of unparalleled access to knowledge and the opportunity to build a business's brand reputation digitally.

And even during the most recent Pandemic, the reshuffling of workspaces, commuting, and communication has created opportunity. There’s never been a better time to build a brand that attracts some of the four and a half billion daily Internet consumers.

Successful brands, both large and small, have a loyal following, and it’s not an accident how they got there. There are branding principles that all apply to all; personal brands, business brands, or rock bands.

Grateful Dead

When most bands were fighting contracts with record labels, and record labels spent millions trying to protect their IP, the Grateful Dead dismissed it all. They not only don't care about people copying their music, but they also encourage it. The monetization of their brand is event-centric. The music is only the vehicle.

Tony Robbins

One of the most prolific speakers and trainers, Tony's brand is reportedly worth $1 billion. While his transformational events teeter on the brink of being a cult, his followers all agree; you'll never be the same after attending one. Unlike the Grateful Dead, Tony does not encourage plagiarism. However, he does not sell coaching or training. What people buy is their transformation.

McDonald’s

The world's most successful franchise goes through minor adjustments in their branding with Ronald, toys, and one of the first fast-food franchises to offer healthy meals. While their vehicle is food, ask any business owner for their monetization, and they'll tell you it is real estate.

Have you found the link between these unique brands?

They all uniquely monetize their businesses. They all have passionate followers, but the one common denominator is hidden in plain sight.

• Gerry Garcia
• Tony Robbins
• Ronald McDonald

In all cases, a brand has a personality.

What’s yours?