Transforming Brand Success: Turning Brands into Behaviors

Google Facebook Paytm Uber

In the rapidly evolving world of business and technology, brand success is often measured by the ubiquity of its usage and its integration into daily life. One powerful indicator of a brand's success is when its name transcends its original meaning and becomes associated with a specific behavior. This transformation not only signifies widespread acceptance but also ingrains the brand into the cultural fabric of society.

Iconic Examples of Brands Becoming Behaviors

Googling: From Search Engine to Everyday Behavior

Google started as a search engine, but it has now become synonymous with the behavior of searching for information online. The term "Googling" is used universally to denote looking up information on the internet. This shift from brand to behavior demonstrates Google's dominance and influence in the digital age. By becoming a common term, Google has ensured that its brand is the go-to reference for online searches, reinforcing its market position and creating an enduring brand identity.

Facebooking: From Social Network to Social Behavior

Similarly, Facebook began as a social networking site aimed at connecting people. Over time, "Facebooking" has evolved into a behavior that represents connecting socially with friends, sharing updates, and engaging with content on the platform. This transformation reflects Facebook’s success in embedding itself into the daily social interactions of its users. By becoming a behavior, Facebook has solidified its role as a central hub for social connection and interaction.

Paytm and UPI: Revolutionizing Payment Behavior in India

In India, digital payment platforms like Paytm and the Unified Payment Interface (UPI) have not only revolutionized the way people make transactions but have also entered the vernacular as behaviors. The phrases "Paytm Kiya kya?" and "UPI Kiya kya?" (Have you done Paytm/UPI?) illustrate how these brands have become integral to everyday financial activities. This linguistic shift underscores their widespread adoption and the seamless integration of digital payments into the daily lives of millions.

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Photoshopping: Altering Images

Adobe Photoshop, the powerful image editing software, is so well-known that "Photoshopping" has become a behavior. It refers to the act of editing or manipulating images digitally, highlighting Photoshop’s dominance and widespread use in digital media and photography.

FedExing: Shipping Quickly

FedEx, the courier delivery services company, is often used as a behavior, "FedExing," to describe the act of sending packages quickly and reliably. This demonstrates FedEx’s strong association with fast and efficient delivery services.

Airbnbing: Staying in a Short-Term Rental

Airbnb, the online marketplace for lodging and tourism experiences, has also become a behavior. "Airbnbing" is commonly used to describe the act of staying in a short-term rental booked through the Airbnb platform. This term reflects Airbnb’s impact on the hospitality industry and how it has changed the way people find and book accommodations.

Leveraging Behavioral Branding for Startups and Entrepreneurs

For new startups, entrepreneurs, and designers, the journey to turning a brand into a behavior involves several strategic steps:

1. Create a Distinctive and Memorable Brand Name

The first step is to develop a brand name that is distinctive, easy to remember, and lends itself to being adopted as a behavior. A unique and catchy name increases the likelihood of the brand being integrated into everyday language.

2. Focus on User Experience and Utility

A brand is more likely to become a behavior if it provides a valuable and memorable experience. Ensuring that the product or service is user-friendly, efficient, and addresses a specific need or problem can enhance its adoption and integration into daily routines.

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3. Encourage Adoption Through Consistent Branding

Consistent branding across all platforms helps reinforce the brand's identity. Using the brand name as part of common language in marketing campaigns, social media interactions, and user communications can accelerate its transformation into a behavior.

4. Cultivate a Community of Users

Building a strong community around the brand encourages word-of-mouth promotion and organic growth. Engaging with users and fostering a sense of belonging can help embed the brand into everyday language and activities.

5. Monitor and Adapt to Cultural Trends

Staying attuned to cultural and societal trends allows brands to adapt and remain relevant. Brands that can align themselves with evolving user behaviors and preferences are more likely to be embraced as part of everyday activities.


The transformation of a brand into a behavior represents the pinnacle of brand integration and success. By becoming synonymous with a specific behavior, brands like Google, Facebook, Paytm, and UPI have not only cemented their market positions but have also ingrained themselves into the cultural lexicon. For new startups and entrepreneurs, understanding and leveraging this phenomenon can pave the way for creating impactful and enduring brands. By focusing on user experience, consistent branding, and community engagement, they can aspire to make their products not just names but behaviors that define everyday actions.

Recommended reading

Creating Brand or Product Awareness and the User Experience

What is User Behavior?

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Here image credits: Photo by ilgmyzin on Unsplash


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