Branding makes a comeback through word of mouth marketing (WOMM) by leveraging organic conversations, social proof, and community engagement. Build a brand that people can’t stop talking about. That’s WOM!

The Evolution of Branding

Branding has always been about perception. In the past, it was about logos, taglines, and ad campaigns that told people what to think. The digital age disrupted that system. Now, it’s not only what a brand says the message is but also what others say the brand experience is. Today, word-of-mouth (WOM) branding & marketing is perhaps one of the most powerful components of building and rebuilding brand trust.

Word of Mouth Marketing Matters In a Digital World 

WOM isn’t paid out of home media or promoted content. WOM builds on trust. When someone is willing to express their opinion about a product or service, it’s likely that other people trust that honest opinion. If someone makes a 5-star review on an e-commerce site, shares a story about a friend on Instagram, or praises a small business in a Reddit thread, real conversations live more recently than any ad campaign. In a world where consumers are searching for authenticity, WOM returns a sense of honesty to branded experiences.

The Power of Customer Advocacy

Customer advocacy is more than a method of relaying information; it honors authenticity. Individuals are much more likely to buy into proposals based on others’ experiences rather than take help from the company advocating for itself and its products. This social proof builds beyond anything from helping an individual make purchasing decisions to encouraging long-term loyalty. Put more simply, the happy customers are your best advocates, and if you create the opportunity, they don’t mind advocating on your behalf and sharing your brand.

How to build a brand with word of mouth

1. Authenticity Drives Talkability

Brands that stay true to their values and storytelling create emotional connections.

People naturally share experiences with brands they trust and relate to.

2. User-Generated Content (UGC)

Customers sharing their experiences through reviews, memes, or testimonials keeps the brand alive in conversations.

3. Nostalgia Marketing

Brands that once faded can return through nostalgic WOM—people reminiscing about old favorites.

Example: ’90s brands like Fila and Champion resurfaced through retro fashion trends.

4. Influencers & Community Hype

Micro and macro influencers spread excitement about a brand’s return.

Loyal fans act as brand ambassadors, fueling organic discussions.

5. Viral Trends & Memes

A brand can return through meme culture (e.g., Crocs making a comeback via ironic fashion statements).

Social media humor revives brands in unexpected ways.

6. Customer Service & Personalization

Brands that engage with customers in a witty or personalized way encourage positive WOM.

Example: Wendy’s Twitter roasts keep them relevant.

A strong brand comeback isn’t just about marketing—it’s about giving people a reason to talk, share, and engage. Want an example of a brand that successfully used WOM for a comeback?

Familiar Brands Using WOM 

Let’s take a look at some familiar brands that have successfully engaged in word-of-mouth marketing:

Glossier: The beauty brand grew mostly because of customer advocacy and user-generated content. Glossier has built a community based on consumers wanting to share beauty routines instead of traditional advertisement.

Tesla: Tesla doesn’t spend any traditional advertisement money either; they use customer advocacy power and are one of the first companies to be able to stake such success as part of the customers’ target audience-centric referral business.

Dropbox: Dropbox’s user base was critically facilitated by viral growth that they helped through user bonuses, another form of paying users for inviting friends so they could grow their user community. 

Airbnb: Grew rapidly, substantially based on user-generated content, mainly with respect to users creating content to share their personal hosting/travel experiences, and the trust and growth of scale is what built their success into true brand awesomeness leagues.

Developing a Brand Through Conversation

The term ‘branding’ has shifted tremendously and is now taking place in comment sections, reviews, group chats, and social media mentions. Each occasion a customer interacts with you in a positive way is a chance to build your brand. The more people are engaged with you, the more visible – and credible – you have become. 

To develop a brand through conversation, you should  

• Give unique experiences
• Encourage sharing and feedback  
• Build highlight users
• Engage and genuinely respond

How to Create a Branding Strategy & Word-of-Mouth Promotion Strategy

Branding strategies are a planned approach an organization uses to shape the thoughts of its intended target market. Branding strategies focus tremendously on creating an identity through consistent messages and visual design, customer experience, and emotional connection. Branding can take on many forms, such as storytelling, influencer marketing, social proof marketing, and many more. A well-executed branding strategy can help an organization stand out in a competitive marketplace, establish trust, and create customer equity.

Are you interested in using WOM to your advantage? Here’s how to create a plan:

• Know who your audience is. Find out what motivates them to discuss you.
• From packaging to service, create experiences that people want to talk about.
• By offering rewards for reviews, social media shares, and recommendations, you can promote them.
• Utilize micro-influencers Collaborate with loyal customers who truly love your business.

To foster relationships, show appreciation by praising and reposting client content.

Conclusion

In a time that consumers clamor for sincerity over hyperbole, word of mouth is the modern-day branding hero. It is genuine, cheap, and absolutely powerful. If you want a brand with endurance, you need to do something more than talk – you need to listen and activate your customers to talk on your behalf. Because your brand today is not what you say it is. It’s what your customers say to others when you aren’t in the room. And at Zeal DigiTech, a word-of-mouth branding marketing agency, we take care of what customers say to take your brand identity to the top.