David Gusaas talks about how branding and advertising form your first relationships.
“Friendship is so weird, you just pick a human you’ve met and you’re like ‘yep I like this one’ and then you just do stuff with them” – Step Brothers
Though they of course have their differences, businesses as a whole are not that different from people that we form certain types of relationships with. If we’re lucky enough, they are just as weird as we are, and we come together like a Catalina Wine Mixer. Though, maybe not like the one in the movie..
In starting a business, everyone wants to get to that sweet spot where instead of going out and knocking on doors, people are coming and knocking on yours. The easiest way to do this is through branding and advertising.
Not just understanding this, but taking action on this, requires a strategy that includes branding and advertising as part of your start-up company’s budget, with someone who understands the dynamics of how this works most effectively, while retaining and conveying your company’s unique quirks and personality.
“There are millions of people walking around, there are millions of businesses to choose from – however both of them must earn the right to have a relationship with you.”
This quote from former Ogilvy & Mathers CEO Charlotte Beers, emphasizes this idea that businesses function on a relationship basis, and in a way similar to how our relationships with people in our day-to-day life may become friendships.
Strategies like cold calling and other traditional transactional outreach are at times necessary and even effective to a degree. But without a cohesive human element, and a personality so to speak to attach to the company, a brand to form a relationship with, the transaction remains just that, and is easily replaceable by a newer or cheaper competitor.
The relationship formed by connecting in a human way with a brand that speaks to something in someone else’s own personality, whether it be a certain sense of humor, world view, or other similar sensibilities, leads to identifying with this brand and developing a loyalty to them.
Within this equation, advertising plays a dual role. First, it introduces the brand to people who would otherwise be unaware of it, and it reminds them of the brand afterwards. Additionally, through the type, style, and way you advertise, you further the brand narrative, and connect with potential customers and clients who you will then form a relationship with.
This touches only briefly on how branding and advertising are a vital investment and a necessary part of your company’s successful future, and there is much more to it, so please contact us today to continue the conversation!