Fuzzy Brands Breed BANAL Benefits

ba·nal
bəˈnäl,bəˈnal/
adjective

D: So lacking in originality as to be obvious and boring.

I learned the word BANAL from my mother.  She LOVED crossword puzzles, and as it became more difficult for her to see, I would sit with her at the nursing home, asking her the clues as she rattled off the answers with lightning speed.
She had most of the answers memorized from years of subscribing to the same puzzle magazine.  She knew the answer by how they asked the question.  She knew the answer would change, depending upon whether we were looking for a 5-letter word vs. a 7-letter word.  She learned to rely upon repetition, consistency and memory.  
That’s why it was important when I went to replenish her inventory with new crossword puzzle books, I was told (by her) to look for a specific publisher – a specific brand – the “EASY Crosswords” by Dell Magazines.  I’m pretty certain my mother was not their only loyal fan “for life”.
So how did Dell turn mundane crossword puzzles
into a “gotta have” brand?
REPETITION:  Brand awareness is one of the most important things you can build for your business.  You want customers to recognize your brand when they see it. You want to create a specific emotional response in the viewer when they come into contact with your brand.  Many customers  will still remain loyal to a brand they love, even it that means paying a little more for it.
CONSISTENCY:  Consistency makes your brand feel more dependable.  Part of engaging a positive emotion with your consumer is to make them feel like they know your brand and that your brand can be trusted.  They learn to know what to expect and they know they will like the outcome.  Putting a consistent brand message in front of consumers is one strong step in the right direction to attracting new customers.
MEMORY:  Everything your customer and prospects remember about your company through interaction, products, advertising, events, etc. contributes to the overall lasting impression of your “brand”, be it positive or not.  Brand memory occurs when you share a consistent visual, verbal and virtual brand message, and is a major step towards letting consumers get to know you.
Just like my mother, as she became increasingly more familiar with the “Easy Crosswords“, nothing else would suffice – which is the ultimate definition of Brand Loyalty.
When consumers learn to know, like and trust you, they are more likely to purchase from you and more likely to recommend you to others.
It’s really that Easy.
PS:  Thanks, Mom, for giving me the love of language!