Anyone can write a landing page, run some ads and start a business. It’s not difficult. But very few can build a brand that stands the test of time. One with happy, repeat customers, a solid reputation, and a commitment to quality in every transaction. Businesses that started decades ago have one thing in common: they cracked the code of longevity. They figured out what was working and doubled down. They listened to their customers. They didn’t give up until they were established. Set up your long-term brand right now and you’ll see more success in the short term too.

Chris Orzechowski is a brand growth strategist and founder of agencies including The 100 Year Brand. His work has generated over $120million in revenue for e-commerce brands, including Carnivore Snax, Gold Medal Wine Club, Factor 75, and author of Rich Dad Poor Dad Robert Kiyosaki. Orzechowski wrote the bestselling book, The Moat: How to Build a Durable, Profitable E-Commerce Brand That Can Last Forever, and has trained over 5,000 students in his marketing and brand growth practices.

Orzechowski wants to help you build a brand that never dies, and these 5 ChatGPT prompts make the ideal place to start. They have been modified to include the 9 crucial components of an effective prompt. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.

Build a brand that goes the distance with ChatGPT

Define your X-factor

In a sea of sameness, you can only compete on price. And no one wants to do that. Stand out for something else. Find your X-factor. According to Orzechowski, this is “the thing about your brand that means consumers inconvenience themselves to buy from you instead of taking a more convenient or cheaper option.” You should know exactly what your X-factor is so you can lean into it more. Use this prompt to clearly articulate the difference between you and everyone else.

“My company provides [outline your offering] for [outline your target audience]. I want to identify what specifically makes my brand unique and compelling to establish my “X-factor”. Acting as a brand specialist, analyze my brand and its offering to ascertain why a customer might prefer my brand over more convenient or cheaper alternatives. Start by opening a dialogue and ask questions, one by one, about aspects including product quality, customer experience, brand values, or any other unique selling points, to establish my X-factor. After five questions, suggest how I can further enhance and communicate this X-factor to make my brand even more irresistible to potential customers. Include the strategies I should employ to emphasize these unique qualities in my marketing and branding efforts.”

Build a moat around your business

Waste no energy being defensive by protecting your business interests. Spend more time on the offense, executing your plan of attack. “This prompt helps you forecast disruptions in your industry and come up with a plan to thrive,” said Orzechowski, who knows running a company on the back foot is no way to operate. Ask for ChatGPT’s assistance on what might be around the corner so you can cover every base and thrive during any turmoil.

“Given what you know about my company, our target audience and how we differentiate ourselves, help us prepare for future change, especially the impact of AI and other new technologies and how they might affect our revenue and position in the marketplace. Our ultimate goal is to build a moat around our brand so our company can survive and thrive for the next 100 years. Acting as a business analyst, outline the 5 steps I should take to ensure my company’s success over the next century.”

Assess your brand voice

“Brand voice is an abstract concept,” explained Orzechowski. “But this prompt will make it concrete.” He said it’s especially important if you’re hiring marketing team members or agencies, because “you need to be able to communicate your brand voice, as esoteric and ethereal as it might be.” If you can’t delegate work to others, your company will stay small and won’t fullfill its potential. “This prompt will list the key elements of your brand voice so your team members or partners can incorporate it into your communication.”

“Act as a brand strategist and analyse the attached origin story of my brand. My objective is to be able to confidently delegate the creation of marketing copy in the style of the document pasted below. Answer the following questions in a way that’s helpful to a marketing manager responsible for creating content from the analysis. 1) How would you describe the style and tone of this copy? 2) What would this copy suggest are key life goals and obstacles for my customers? 3) How does my brand aim to help them? After answering these questions, list the 5 key elements of my brand that should be incorporated into all marketing messaging. Here’s the copy: [Include the copy].”

Lock in your acquisition

Prospects in your pipeline mean nothing until they have converted to paying clients. Without paying clients, you don’t have a business. Orzechowski explained that, “every customer you acquire is a future cash flowing asset. But getting the cash to flow requires them to make that first purchase.” And that’s where most businesses fall down. Find out why people aren’t buying right now by analysing the ones who already said no. Dig into the lost reasons; the causes for someone to look elsewhere or decide to do nothing. The more data you have, the more you can find out how to compel products into a purchase. Secure the medium term of your business and the long term takes care of itself.

“I want to find out the main reasons prospects don’t turn into customers. I’m pasting a list of lost reasons by the number of times they were used. We also have [number] prospects in our existing pipeline who haven’t yet gone ahead. Act as a positive business analyst and use the data we have to suggest our main weaknesses in customer acquisition and suggest tactics we could try to (a) re-engage people who previously said no and (b) go out to current active prospects with a more compelling offer.”

Punch up your emails

Build a 100-year brand with email campaigns that can run autonomously. Make your email campaigns an extension of your high quality brand, not set up for a quick buck. When you get this right, your prospects will turn to customers as if by magic. You won’t need to change them up, you won’t need to spend any time writing new ones. Orzechowski said this is, “one of the easiest ways to increase your sales” and recommends using ChatGPT as your “writing assistant and copy chief.” He believes business owners often “forget crucial conversion elements that diminish the power of your sales message.” This prompt will help you double check your work so you can handle your customers objections before they even think of them.

“I’m writing an email to [describe the people on your email list] with the purpose of selling [describe the product the email is designed to sell]. Acting as a marketing specialist, analyse the copy and tell me its strengths and weaknesses from a conversion perspective. Using what you know about my business and its X-factor, highlight any key points missing from the copy. Make suggestions on improvements I can make to ensure the email is more compelling, true to my brand voice, and more likely to convert.”

5 ChatGPT prompts to build a 100-year brand

If you could get everything right today, your business’ upward trajectory would start from now. As your customer base grew, so would its reputation, website power, pipeline and number of referrals. More customers would tell their friends, more of your future would be secure. Start the ball rolling with these five key elements. Define your X-factor, build a moat around your company, and assess your brand voice to communicate with clarity. Lock in your acquisition by assessing prospect lost reasons and punch up your emails with ChatGPT’s critical eye. The next century starts today.