Your Brand Is Forgettable

Hola,

Let me be straight with you: most brands are forgettable. And it’s not because they lack a memorable logo or aren’t pushing ads. It’s because they’re failing to create a lasting emotional connection with their audience. And if you’re just blending into the noise, guess what? You’re dead in the water.

I was reminded of this during the marathon weekend here in Chicago. (Yes, I finished! My legs are toast, but it was worth it.) During the entire weekend, you couldn’t miss Abbott’s presence. Why? Because they’ve figured out how to do something most brands struggle with—they’re not just slapping their name on stuff; they’re aligning with a passion. They’ve made themselves part of something bigger: the Abbott World Marathon Majors.

Abbott doesn’t just want you to know their name; they want to be associated with endurance, grit, and human achievement. And every time someone crosses that finish line in Chicago, Tokyo, or Boston, they’ve linked that emotional high to their brand. That’s how you build a brand that sticks.

So, How Do You Make Your Brand Unforgettable?

Here’s the reality: if you’re just focused on your logo or product features, you’re missing the point. You’ve got to be part of your customer’s story. Here’s how you can start:

1. Attach Yourself to a Bigger Cause

Abbott isn’t just selling healthcare products—they’re selling a vision of healthy, enduring lives. What’s the bigger story behind your product? How does your brand fit into your customer’s life, goals, or identity? Think about the long game and how you want people to feel when they think of you.

2. Create Experiences, Not Just Transactions

Abbott is all over the marathon scene because they understand that experiences are where emotional connections happen. What experiences are you creating for your customers? Is your brand something they feel or just something they buy? The deeper the connection, the more loyal they’ll be.

3. Tell a Story They Want to Be Part Of

It’s not just about what you sell—it’s about the story you’re telling. Every great brand has a story that pulls people in. Think of your brand as more than a company. What’s the narrative that makes people say, “I want to be part of that!”?

Make Your Brand Stick

Here’s the thing: most brands stay forgettable because they don’t take the time to create meaning behind their name. Abbott has become synonymous with achievement and endurance because they’ve tied their brand to something people care about. What’s your brand going to stand for?

If you’re ready to transform your brand from forgettable to unforgettable, let's talk. Book a call with me, and we’ll discuss how you can craft a brand that people not only recognize but rally around.

Saludos,
José