How To Create A Brand Identity That Encourages Word-Of-Mouth

The way I think about it: brand is your reputation. 
 Brand is not your logo. Not your website colors. Not the font that agency carefully selected. "Doing brand marketing" is not billboards. 
 "Doing brand marketing" does not mean just doing a bunch of stuff you can't measure. 
 Brand is about building your reputation. 
 And when you have a good one: 
 • Products sell faster • Partners want to work with you • Top candidates reach out first 
 I think "investing in brand” means actively shaping how people perceive and talk about you when you're not in the room. Here's how you can build brand: 
 1) Thought Leadership and Content 
 • Consistent, high-quality content: Articles, LinkedIn posts, podcasts, and videos that educate, challenge, and provide real insights. 
 • Founder-driven storytelling: People trust people, not faceless brands. Get your CEO and execs creating content that shares vision, expertise, and conviction. 
 • Deep, original research: Publish unique reports, data insights, or case studies that establish you as a category leader. 
 2) Customer Experience & Advocacy 
 • Deliver on promises: The best brand strategy is a great product and great support. Nothing destroys brand faster than failing customers. 
 • Turn customers into advocates: Case studies, testimonials, referrals. Make it easy (and rewarding) for customers to talk about you. 
 • Build community: Real engagement happens in communities, not just social media. Create a space where your customers connect, share, and get value. Or here on social, that can be community too. Doesn't have to be a walled community. 
 3) Brand Awareness & PR 
 • Earned media: Get written about in industry publications. Appear on podcasts. Get featured in newsletters. Or focus on social if (like most industries today) that is where the discussions are happening. 
 • Strategic partnerships: Partner with known, trusted brands and influencers to borrow their credibility. 
 • Memorable experiences: Events, webinars, and live activations that make an impression beyond just digital content. 
 *** 
 Take this definition and then think about what does it really mean when you say "We're investing in our brand this year" ?? 
 It doesn't mean just go do a bunch of marketing you can't measure...

The key to creating a brand that people can't stop talking about? 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. But it’s not just about creating 𝘢𝘯𝘺 community. It’s about creating one that feels 𝐠𝐞𝐧𝐮𝐢𝐧𝐞. Your community should reflect a purpose, a cause that resonates and drives everything you do. So, how do you do this? 𝐂𝐫𝐞𝐚𝐭𝐞 𝐬𝐡𝐚𝐫𝐞𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬, 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.  ↳ Instead of just posting on social media, organize virtual or in-person events that align with your brand values.  ↳ For example, if you're a sustainable fashion brand, host clothing swap meetups or upcycling workshops.  ↳ This gives community members a chance to connect with each other and your brand in meaningful ways. 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐚 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲-𝐝𝐫𝐢𝐯𝐞𝐧 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐜𝐲𝐜𝐥𝐞.  ↳ Involve your community in the creation process.  ↳ Use polls, focus groups, and beta testing to let them influence product decisions.  ↳ Share the journey from ideation to launch, crediting community input. ↳ This not only improves your offerings but also gives members a sense of ownership and pride. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐚 𝐭𝐢𝐞𝐫𝐞𝐝 𝐚𝐦𝐛𝐚𝐬𝐬𝐚𝐝𝐨𝐫 𝐩𝐫𝐨𝐠𝐫𝐚𝐦.  ↳ Create a structured program where community members can earn increasing levels of recognition and perks based on their engagement and advocacy.  ↳ This could include exclusive product drops, BTS access, or even advisory board positions for top-tier members.  ↳ This incentivizes active participation and creates aspirational goals within the community. People don't want to be talked at. They want to be part of something real. Build a genuine community, and you won't just have customers. You'll have passionate advocates.

Want to scale your company? Then you need to start building your brand. Great businesses are not just built on Meta ads and paid spend. How I learned that you can’t get big if you don’t do both... A strong brand acts as a moat. It provides a different kind of lasting value that performance ads don’t. Even if it doesn’t result in immediate ROI.   In a recent Chewonthis DTC podcast with Tom Montgomery and Preston 🩳 Rutherford of Chubbies Shorts, they shared 5 insights that helped them craft a brand that sold for 9-figures → 1 - Strong Identity and Clear Differentiation Chubbies created a bold, playful brand that stood out from traditional men’s fashion. Find your white space. Identify what makes you unique in a crowded market.  Lean into and double down on it - even if it’s unconventional. 2 - Relatability Tom and Preston made it CLEAR that their goal was to communicate like real people - not a corporation. So brands: Use the language your customers use. Whether it’s humorous, casual, or empathetic. Remember - people buy from people. 3 - User-Generated Content (UGC)  UGC was a HUGE driver for community-building and marketing for Chubbies. Not enough brands embrace their fans and nurture their VIPs. To do this - Offer rewards or shoutouts for customers who share content featuring your products. Share customer stories, testimonials, and pics on your site and social media so they feel seen. 4 - Create a Community, Not Just Customers Chubbies built a loyal, engaged community around their brand’s core values on groups, forums and social.  Brands can take advantage of different social platforms to: - Run polls  - Ask for feedback - Let them vote on new product designs. 5. Consistency Brands are built on the foundation of 1 thing: consistency. Every touchpoint Chubbies has reinforces their playful, bold identity. What you need to start doing: - Develop strict brand guidelines that ensure consistency across all channels (social media, website, packaging, and even customer service).  - Walk through the buyer’s journey and make sure every step aligns with your brand’s promise and personality. BONUS - Evolve Lastly - what’s just as important as building your brand initially, is evolving with it as it grows. The goal should be to adapt your strategies over time - WHILE staying true to your core identity. What would you add to this list?