• Matt Black

3 Keys to Maintaining Momentum for Your Brand

Wait, today’s date is WHAT?!

No joke: February is right around the corner, and just like that, we’re a month closer to 2017.

Time really does fly.

But hopefully you’ve spent the first 27 days of the New Year wisely, eliminating nasty habits from 2015 and getting after your professional and personal goals.

Truth be told, I don’t normally struggle when implementing new tasks into my routine (just don’t consult my waistline!)

For me, the hardest part has always been building and maintaining momentum.

It’s one thing to introduce changes – but finding ways to make them stick is a whole other animal.

Come to think of it, it’s no different with your brand.

How many times have you said “This is the year we blog!” or “I’m going to cut our marketing costs by doing XYZ!”

And in many cases, I’m sure you followed through.

But for a day… maybe a week?

Becoming a reputable brand that consumers want to do business with takes a measured, consistent and honest approach.

And it normally doesn’t happen overnight either!

Here are 3 keys that will help you implement habits that produce results and ensure you maintain momentum:

Deliver the goods

Straight up.

Anything less than what you promise is always unacceptable.

Delivering the goods, of course, looks different for everybody. There’s no sense denying that what you do for your customers and community may not work for someone else.

But in my opinion, there are certain universal qualities that all brands should employ in everything they do.

Consistency, quality, data-driven, relevancy… your work will always shine under these bright lights.

And you’ll never go wrong with any of these traits.

They demonstrate that you aren’t kicking tires and that you take the results you produce and your brand’s reputation very seriously.

By continuing to show that you are capable and committed, you raise the level of trust and generate positive momentum for your brand.

Once you build a pattern of positive results, nobody will be able to slow you down.

Surprise & delight

How nice is it when a brand goes well beyond the call of duty to put a smile on your face?

I’m talking about those instances where your expectations were so exceeded that you felt like you genuinely mattered as a customer.

Like this:

(If you’ve never heard of Taco Bell’s #OperationAlaska, do yourself a favour…)

Or this:

(Justin Timberlake, anyone?)

And don’t forget this:

(Samsung Canada RAWR’s their way into customer hearts…!)

Finding ways to surprise and delight will help you build more momentum than you might think.

And it goes without saying that you don’t have to arrange for 10,000 tacos to be choppered in or know any big-time celebs who can really impress your community!

Simple added values like extra personalization, product recommendations, unexpected interactions can really make a significant impact on someone’s perception of your brand.

Once your customers recognize the thoughtfulness behind these methods, it’s safe to say that they will be even more inclined to associate with your brand.

Be social & create advocacy

Take a second to observe the social teams over at massive brands like Applebee’s and Cinnabon

What do you notice?


Okay, asides from promoting their delicious products…

They’re holding conversations – and better – jumping into them on their own!


Most wouldn’t expect these food industry giants to be so engaging – but it’s clear these brands understand there’s an appreciation of authenticity like this. In fact, this is the quickest way to building brand advocates who will go out of their way to vouch for your brand.

Talk about powerful, right?

In some ways, it also removes the stigma sometimes attached to big business (think: heartless corporations) and instead, levels the playing field, bringing company and customer much closer together.

It’s much easier to gain momentum with your current and future customers when you’re able to find ways of showing off an admirable humility by replying to Tweets and chatting with your community.

If you create an experience for your customers that is engaging, personalized and exceeds their expectations, it won’t take long for you gain traction and build momentum – especially online!

The power of WOM (world of mouth) is amplified even further by social media and the 24/7 connectedness of our planet in 2016.

One Tweet can completely alter public perception of your brand and create a snowball effect of advocacy. People like you, they tell others they like you, the others have their own experience and like you… then the others tell others that they like you… and so on and so forth.

That’s exactly how it works in the social and digital age – and that’s going to go a long way towards helping you build momentum as a brand that your community wants to share with others!

How do you ensure that you maintain your brand’s momentum? What are some of the challenges you face and how do you try to overcome them? What does momentum look like from your brand’s perspective? Please use the Comment section below to share your thoughts!


©2021 by Matt Black Ink | All rights reserved | Toronto