Last Updated on May 30, 2024 by James Castro
We often think of a brand as a logo, a slogan, or a product. But the truth is, a brand only exists in the minds of the people who interact with it. Each person’s experience with a brand is unique, shaped by their own beliefs, opinions, and interactions. So your brand is little more than how each individual person experiences and remembers it, multiplied by the number of people who’ve done so.
As a business owner or marketer, this means that one of the the best ways to build your brand is through direct, personal engagement. Every interaction, whether it’s a one-on-one sales call or a mass email, is an opportunity to educate an individual about your brand and create a positive experience for them, specifically.
Focus on Your Current Network
To grow your brand quickly and effectively, start by focusing on your current network – your employees, customers, and supporters. These are your tribe, your brand ambassadors. Educate them, inspire them, and create experiences that give them reasons to believe in and praise your brand.
But it’s not enough to simply inform them. You must also involve them in your brand’s mission and purpose. Give them a sense of ownership and make them feel part of something greater. Be passionate, be bold, and lead with strength and compassion. It’s more than words on the wall. It’s more than writing a mission statement. It’s about embodying, projecting and celebrating the brands voice and purpose, together.
Engage Individually
Remember, though, that your tribe’s attention is always divided. There will always be other brands and beliefs competing for space in their minds. And unless you’re some sort of psychopathic cult leader, that’s a good thing. But that’s also why it’s crucial to continually engage with them as real people, (like individuals with minds of their own), showing interest in their unique needs and desires, and thus connect your brand with the things they care about most. You know, be a good listener and a good human being.
Symbolism and Authenticity
It’s important to note that a brand isn’t necessarily a product or service, unless it involves one. You can have an incredible tribe and not sell a fucking thing. That’s not bad. Gurus, artists, and thought leaders often live with very little personal wealth, and that’s okay. For realzy, it’s genuinely and admirably okay. However, if you are running a business, your offer should become symbolic of your ideals – the holy grail of everything your brand represents. And your reputation depends on the authenticity of that symbolism.
Practical Steps to Build Your Brand
So, what can you do today to start building your brand, one human being at a time?
- Reach out personally: Ask your customers and employees about their experiences with your brand and listen to their feedback.
- Share your brand’s story: Make it personal, relatable, and inspiring.
- Create involvement opportunities: Invite your tribe to events, ask for their input, and give them a platform to share their experiences.
- Show appreciation: Recognize your brand ambassadors, celebrate their successes, and support them in their own endeavors.
- Align your product or service: Ensure it becomes a powerful symbol of your brand’s ideals. Every aspect should align with and reinforce your brand’s core message and values.
Consistency and Care
Building a large brand takes time, effort, and genuine care. But by focusing on the individual experiences and beliefs of the people in your network, you can create a strong brand that truly resonates and inspires loyalty. Start small, be consistent, and always keep the unique perspectives of your tribe at the heart of your branding efforts.
Remember, even if your vision is a wonderfully genius guiding light, you will never be the brand, your brand exists in the echo chamber of those it’s impacted and indoctrinated. So keep your finger on the pulse of your people, and don’t be afraid to follow the beat of the brands heart as it comes to life on it’s own.
Scale Through Perception
Remember, the speed at which you can scale your business depends on how quickly and effectively you can influence the perceptions and beliefs of your target audience. The more people who understand and embrace your brand’s intended message and values, the faster your brand will grow but it will grow organically and by and through the will of the people. So hold on loosely, but don’t let go. If you hold on too tightly you’re going to lose control.
On that note: To keep your vision alive be strategic in your interactions, consistently reinforce your core ideals, and empower your tribe to become active ambassadors for the brand they know and love.
With this focused, personal approach, you can accelerate the journey from a small, dedicated core to a large, loyal following united by a shared belief in what your brand represents.
So go get em tiger, you’re great!
