The elusive catalyst that fuels your brand’s momentum

Every brand wants momentum. We want to feel like people value what we have to offer. And are willing supporters of what we do.

How do we get there? Well, It starts with the useful features of a quality offering. You got to have these. But that’s not what really fuels momentum. In today’s world, they are simply the price to play. You don’t have to go any further than Amazon to see that a meaningful set of features is a must-have if you want to get on somebody’s shortlist (as opposed to being relegated to page 5 of the search results).

But we want more than the shortlist, right? We want to be chosen. No, better yet, we want to be preferred.

When you become preferred, that’s when the momentum kicks in. You get referred and recommended. Not to mention all the repeat business it generates.

Two sides of your brand

Your brand has two sides. It has a rational side that is defined by all those meaningful features. As I said, this is important to have, but it’s not what fuels momentum. That catalyst can be found in the emotional side of your brand. Or, what I call your thrust.

One definition of thrust is “the principal purpose or theme” of something. Think about that. What is the thrust of your brand story? What is its…