How to Build a Brand That People Actually Remember

Today, customers are flooded with thousands of online ads, social media posts, emails, and marketing messages every single day. Although all businesses fight for attention, the brands that win not only get noticed, but also leave a lasting impression..

Learning how to build a brand starts with establishing a clear identity that people remember.

Chris Herman has been exploring that question on On Deck with Chris Herman

On this business leadership podcast, he sits down with founders, executives, and industry leaders to discuss what it really takes to grow a successful brand.

Here is the unfiltered truth about why most brands fade out, and how to make sure yours stands on strong ground.

What Does "Branding" Really Mean in 2026?

In 2026, the definition of branding has changed dramatically. Branding is no longer just about building a visual identity or a brand statement and adding to the noise.

The brands that leave a lasting impression know exactly who they are, what they stand for, and how to connect with people.

This is a recurring theme on On Deck with Chris Herman.

So what’s the difference between a brand and a business?

Here’s an honest breakdown

Your Business is the product, service, or solution you sell.

Your Brand is how people feel when they hear your name.

A brand should consider itself successful when, in a moment of need, people think of its products or services or confidently recommend them to a friend. .

What Are the Golden Rules for Building a Brand?

If you’re ready to build real brand equity, follow these golden rules of brand building.

Rule 1: Clearly Define Your Ideal Customer Profile (ICP)

The surest way to get lost in the noise is trying to reach everyone. Your branding journey should start with identifying your Ideal Customer Profile (ICP).

Ask yourself:

• Who is my ideal customer?
• What problems are they trying to solve?
• What do they value most?
• Why would they choose my products/services instead of a competitor?

When you know your audience, your messaging becomes clear and relevant. People remember brands that make them feel understood.

Rule 2: Ditch the Corporate Slogan and get real

Today, people no longer connect with corporate buzzwords. Your customers want honest, human connections.

During his conversation with Jeffrey Carter, Chris Herman discussed the significance of authentic brand storytelling. He highlighted that customers aren’t looking for perfect businesses. They are searching for real businesses that deliver real value.

Instead of talking only about your products, tell the story behind your business. Share why your company started, the challenges you've overcome, what you've learned along the way, and the customers you've helped.

Rule 3: Consistency is the key!

Imagine visiting a company's website that feels professional, then discovering confusing social media posts that don't match its message.

That inconsistency creates doubt.

No matter which touchpoint customers interact with your business, they should experience the same values, narrative, and commitment to quality.

Rule 4: Learn From People Who Have Already Built Great Brands

One of the best ways to grow is by learning from people who've already built successful brands.

That's exactly why Chris Herman believes podcasts are such valuable learning tools.

Listening to real conversations with experienced entrepreneurs provides practical insights you can apply to your business.

Every episode of On Deck with Chris Herman gives listeners access to business leaders who openly share what worked, what failed, and what they would do differently today.

Whether you are launching a new startup or repositioning an established company, learning how to build a brand starts with listening to creators and leaders who have mastered branding, marketing, and leadership. Their valuable insights can give you an unfair advantage.

The goal isn't to be the loudest company in your industry; it's to be the one people remember when they need a solution.

Catch real founder stories, and expert breakdowns on the On Deck with Chris Herman podcast and be our guest!

FAQs

How do you build a memorable brand?

Start with a clear purpose, understand your audience, tell authentic stories, stay consistent, and always deliver value.

What's the biggest branding mistake?

Many businesses focus on visuals and catchy slogans without considering building a real connection.

Can a small business build a strong brand?

Small businesses often build stronger customer relationships because they can communicate more personally and consistently.

Why are business leadership podcasts helpful for business owners?

Podcasts provide practical insights from experienced entrepreneurs, marketers, and business leaders that can be applied to branding, leadership, and growth.