Building a brand people want to talk about isn’t just about clever marketing or eye-catching design. It’s about creating something that feels alive—something that resonates, surprises, and invites conversation. In a world saturated with products and messages, the brands that stand out are those that spark emotion and connection. They don’t just sell; they engage. They become part of people’s stories, not just part of their shopping carts. And that kind of resonance doesn’t happen by accident. It’s the result of intentional choices, authentic values, and a deep understanding of what makes people care.
At the heart of a talk-worthy brand is a clear identity. People talk about brands that know who they are and what they stand for. This clarity gives the brand a voice, a personality, and a point of view. It’s not about being everything to everyone—it’s about being something specific to someone. When a brand is rooted in purpose, it becomes easier for people to relate to it, champion it, and share it. Think of brands like Glossier or Oatly. They didn’t just launch products—they launched perspectives. They spoke directly to their audiences in ways that felt fresh, relevant, and real.
Authenticity plays a critical role. In an age of skepticism and scrutiny, people are quick to spot anything that feels forced or insincere. A brand that tries too hard to be trendy or likable often ends up feeling hollow. But when a brand is honest—about its values, its imperfections, and its journey—it builds trust. That trust becomes the foundation for word-of-mouth. People don’t just talk about what a brand does; they talk about how it makes them feel. And authenticity is what makes those feelings stick.
Experience is another key ingredient. A brand that delivers a memorable experience—whether through its product, service, or storytelling—gives people something to talk about. It’s not enough to meet expectations; the brands that get talked about exceed them in unexpected ways. This could be a delightful unboxing moment, a surprisingly helpful customer service interaction, or a campaign that makes people laugh or think. These moments create emotional spikes, and those spikes fuel conversation. When people encounter something remarkable, they want to share it. And that sharing is what turns a brand into a topic.
Consistency matters too. A brand that shows up the same way across touchpoints builds familiarity and recognition. But consistency doesn’t mean being static—it means being coherent. The tone, visuals, and messaging should feel like they come from the same place, even as the brand evolves. This coherence helps people understand and remember the brand, which makes it easier to talk about. It also reinforces credibility. When a brand feels consistent, it feels trustworthy. And trust is what turns casual users into loyal advocates.
Community is a powerful amplifier. Brands that create space for people to connect—not just with the brand, but with each other—generate organic buzz. This could be through social media, events, or shared values. When people feel like they’re part of something, they’re more likely to talk about it. They become co-creators of the brand’s story. Nike’s running clubs, LEGO’s fan communities, and Peloton’s online groups are all examples of how brands can foster belonging. These communities don’t just consume—they contribute. And their voices carry weight.
Surprise can be a strategic tool. People talk about what catches them off guard—in a good way. A brand that introduces an unexpected twist, takes a bold stand, or breaks a convention can generate attention and admiration. This doesn’t mean being gimmicky; it means being brave. It means doing something that feels true to the brand but also fresh to the audience. When Patagonia donated its Black Friday profits to environmental causes, it wasn’t just a charitable act—it was a statement. And people talked about it because it felt both surprising and sincere.
Listening is just as important as speaking. Brands that pay attention to their audience—what they’re saying, feeling, and needing—can respond in ways that feel personal and relevant. This responsiveness creates a feedback loop, where the brand evolves in dialogue with its community. It shows that the brand cares, and that care becomes part of the story people tell. When Spotify creates personalized playlists or Duolingo responds playfully on social media, they’re not just engaging—they’re listening. And that listening makes people feel seen.
Ultimately, building a brand people want to talk about is about creating meaning. It’s about offering something that goes beyond function and taps into emotion. It’s about being bold enough to stand for something, humble enough to listen, and creative enough to surprise. When a brand does these things well, it becomes more than a business—it becomes a conversation. And in that conversation, it finds its place in culture, in community, and in the hearts of the people it serves.