“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.”
Seth Godin
When I was in college, I bought a futon from a store that looked like it could also sell bulk detergent or lottery tickets.
It wasn’t exactly a place for making “life decisions,” but there I was, meandering through aisles of questionable furniture, convinced this was going to solve all my problems. I needed a couch. I needed a bed. And here was a two-for-one deal, like fate itself had intervened in my search for multifunctional living.
In hindsight, I should have known better.
When the futon finally arrived—two weeks late and somehow even more disappointing than the store—I unfolded it and was hit by a smell somewhere between “wet cardboard” and “high school locker room.” The mattress, if that’s even the right word, was as thin as a sheet of paper and about as supportive as a relative who only shows up for weddings.
But I tried.
Every night, I unfolded that futon, clinging to the hope that it might one day transform into a real bed. And every morning, I woke up feeling like I’d slept in a hammock made of plywood.
Eventually, I caved and bought a proper couch and bed. Two separate pieces of furniture—what a luxury! But here’s the kicker: when I finally made the switch, I wasn’t just buying furniture—I was buying peace of mind.
From Broken Promises to Brand Power
Sure, I could sit on the futon, even sleep on it, but every moment on that thing was a constant reminder of how little it lived up to its promises. The new furniture? It was reliable. It worked. And every time I stretched out, a subtle wave of relief washed over me, as if the universe whispered, “This is how it’s supposed to feel.“
That’s the magic of a good brand.
It’s the difference between a futon that wrecks your back and a bed that lets you sleep like a rock. A brand’s value isn’t just about the product—it’s about what it stands for. It’s in the promises made and kept, and the stories people tell themselves when they choose you over the competition. A brand is about trust, even if it’s trust in something as simple as not waking up with a stiff neck.
But trust is just the start.
Making Your Brand Unforgettable
To build a brand that lasts, you need to be more than reliable—you need to be unforgettable. Long-term profit doesn’t just come from delivering what’s expected; it comes from creating moments that stick. When your brand becomes memorable, acquisition costs drop because customers start seeking you out. Think about Nike, Red Bull, Lego, or Tesla—people aren’t just buying products; they’re buying into a lifestyle, an identity, a story they want to be part of.
We don’t just buy products—we buy expectations. We buy the feeling that this futon, or couch, or whatever, is going to make our lives just a little bit easier.
And when it doesn’t?
At that point, it’s nothing more than a glorified camping cot. No amount of marketing, logo design, or influencer endorsements can save it from the fate of being a punchline in someone’s story about a terrible purchase.
Let’s be real—people are willing to pay more for something they trust. They’ll pay more for a brand that delivers, not just on functionality but on the experience. Think about Apple: sure, their devices work, but people pay a premium for the sleek design, intuitive interface, and the sense of being part of something cool. Or take Starbucks—there’s cheaper coffee out there, but people fork over extra for the ambiance, the customization, and yes, even the spelling of their name on the cup (misplaced letters and all).
What Makes Your Brand Worth More
When your brand delivers an experience that feels personal and exceeds expectations, that’s when you’ve got something valuable. You’re not just a futon—you’re the bed people rave about at dinner parties.
Of course, this all sounds very fluffy and nice, but there’s a hard truth here:
If no one’s talking about your product, if no one’s willing to stretch their budget just a little to buy it, your brand doesn’t exist in their world.
It’s like that futon I first bought—an afterthought, a lesson learned. You want to be the first thing people think of, not the last thing they regret.
To build a brand that matters, you need more than a decent product. You need consistency, clarity, and that extra spark that makes people feel like they’ve made the perfect choice. It’s not about being everything to everyone—it’s about being the right thing to the right people. When you nail that, people will pay more, talk more, and keep coming back for more.
Be the Brand People Remember
So, how do you become the brand people can’t stop talking about? Hint: It’s not about being the loudest. It’s about being the one that sticks. Like that one friend who always remembers your birthday, or the restaurant where they know your order by heart. You don’t have to reinvent the wheel; you just have to show up, do what you promise, and every now and then, throw in a surprise that makes people say, “Wow, I didn’t see that coming.”
Building a brand is like planting a tree—you won’t see towering results overnight. It takes time, care, and a bit of patience. But here’s the thing: once those roots are deep, your brand becomes the go-to choice for people, even when you’re not right in front of them. They’ll remember you not because of some one-off promotion, but because you’ve consistently delivered, time and again. And in a world where options are endless, that kind of dependability is priceless.
So be the brand that people remember, talk about, and come back to. After all, no one throws out the couch that made their life better. That’s the one they hold onto, long after the futon’s on the curb.
