Why do some products feel irreplaceable, even when cheaper options are available? It’s not just about quality. It’s about how people feel when they choose them. That’s the power of a brand.
Seth Godin explains it perfectly: “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another.”
This isn’t fluff—it’s the foundation of how you grow trust and loyalty. Let’s unpack this and see how you can build a brand people can’t ignore.
Expectations: Deliver What You Promise—Every Time
When someone interacts with your business, they form an idea of what to expect.
Does your product solve their problem?
Is your customer service helpful and timely?
Does your packaging match your price point?
For example, if you run a skincare brand and market “fast-absorbing” moisturizers, people expect no sticky residue. Get this wrong, and trust cracks.
Tip: Keep it simple. Underpromise, overdeliver.
Memories: Experiences Shape Loyalty
Think about your last great dining experience. Maybe the food was good, but you probably remember how you felt: the friendly waiter, the cozy atmosphere, the extra dessert they comped you.
The same goes for your brand. Positive experiences stick in people’s minds, influencing whether they come back.
Example: If a customer emails you about a broken product, don’t just replace it. Respond fast, apologize, and offer a small freebie. That memory lasts.
Tip: Make customer experiences unforgettable—in a good way.
Stories: Why You Matter Beyond the Product
People buy products. But they connect with stories.
Take Nike. Their ads aren’t about shoes. They’re about grit, perseverance, and chasing your potential. That’s the story they’ve tied to every product they sell.
What’s your story? Maybe you started with a problem you couldn’t solve, or you wanted to bring something better to your community. Share that in your emails, your packaging, or even your “About Us” page.
Tip: A great story gives your audience something bigger to believe in.
Relationships: Build Connections, Not Transactions
Every sale is a chance to start a relationship. Think of your business like a friendship—consistency and care are key.
Engage with your customers beyond the sale. Send thank-you emails. Ask for feedback. Launch loyalty programs.
Starbucks nails this. You’re not just buying coffee; you’re part of a community with rewards and personalized offers.
Tip: Treat every customer like your first. Relationships drive repeat business.
Why This All Matters
When you combine expectations, memories, stories, and relationships, you create a brand that’s more than your product. And when people choose between you and your competitor, they’ll choose the one that feels familiar, trustworthy, and meaningful.
Let’s make this actionable for you.
How to Build a Brand People Choose Every Time
Audit Yourself.Ask: Are we delivering what we promise? Where do we fall short?
Focus on Experiences.Every interaction matters. Create systems that make good experiences automatic.
Tell Your Story. Be transparent about why you started and who you serve. Authenticity wins trust.
Stay in Touch.Use email, social media, or even handwritten notes. Make customers feel valued.
Be Consistent.From packaging to customer service, your brand should feel the same at every touchpoint.
Want help building or refining your brand?
Let’s talk about how you can align your vision with your customers’ expectations. Click below to schedule a discovery call.
You don’t need to do this alone.
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