When people come up to me, I can often predict the first question: “Where is your favorite burger?”
I created Eat More Burgers, and it became something people recognize me for. The conversation might start at a restaurant, a gathering or a chance encounter. Whatever the setting, that question gives us an immediate point of connection.
For a marketing strategist, there is a useful lesson in being on the receiving end of that kind of recognition.
Give people something specific to remember.
A broad description can be accurate and still be difficult to recall. A clear subject gives people a place to begin.
Eat More Burgers does that. The name tells you what the interest is. It invites a question, an opinion or a recommendation. People do not have to work hard to understand the connection.
A business faces a similar challenge. If your message could describe every competitor, what will someone remember after meeting you, reading your website or seeing your advertising?
Specificity helps. It might come from a particular audience you understand, a problem you solve or an approach that makes your work recognizable.
Recognition opens a conversation.
The burger question is not the entire story of who I am. But it is a way into a conversation.
That distinction matters for businesses. A memorable idea does not need to carry every capability, credential and service at once. It needs to give someone a meaningful reason to engage. You can build understanding from there.
Your first message should make that next exchange easier. What would you like someone to ask you? What would make them think of you when a need arises?
A personal voice helps the message stick.
My food writing is part of how I connect with people. It reflects an interest in stories, experiences and the details that make one place different from another.
A business also needs a point of view. That does not require a louder personality. It requires language and choices that feel considered, consistent and suited to the audience.
Generic claims about quality and service become more useful when you explain what they mean in the customer’s experience. Give people something they can picture, discuss and remember.
Make the connection relevant to the buyer.
Being recognizable is valuable, but recognition alone is not a marketing strategy. It has to connect with what your audience needs.
That is where buyer personas and positioning work together. Understanding the buyer helps you decide which part of your story deserves the most emphasis and what someone needs to hear next.
What do people associate with your business—and is it the thing you want them to remember?
For me, the opening question is often about a burger. For your business, it may be something entirely different. The opportunity is to make the connection clear enough that people know how to start the conversation.