I was recently speaking with some fellow brand geeks about all the things and I said that there are two types of business builders – 1. Those building a business, and 2. Those building a brand.
One chases money, the other connection and following.
One is short term, the other is long term.
One focuses on sales, the other focuses on story.
Both are fine.
Both work.
Both generate revenue.
So it got me thinking about this distinction and what sets those seeking a brand over those purely making money, is.
For me, brand is that deeper connection, belonging, tribe-building, greater MEANING.
Brand can transcend the product or service, becoming a philosophy, concept and way of being. You need not look much further than the MidJourney visuals of Ikea/Patagonia, British Airways/Burberry, Wes Anderson/Succession-Harry Potter-Star Wars etc, Nike/Hotel to understand this concept – a collective understanding of a core ideal that sits at the heart of the brand that, when applied to a different context, is immediately understood. It leaves beyond just the business.
And as I was forming my thoughts, I was sent a recent Gary V (no, hear me out) podcast, he reflects on this area of approach in making money. He says “Brand is everything – if you’re doing sales, it’s because you don’t know brand, because once you do brand, you don’t need a sales team. Brand is the Holy Grail.”
OK, so he does speak sense, love or feel indifferent about him.
This idea of chasing sales over chasing emotional connection is an interesting one – and I’m not saying it’s relevant for ALL businesses. But this notion is limiting to the full potential of the business idea, it has to be. Take the Apple revenue figures from the moment in the late 1990’s they switched from product-led to consumer-led, from function to benefits, from transactional to transformational:
Pretty amazing.
So – I love to understand what people are hoping to achieve with their business that goes beyond purely the product or service – it’s about purpose, values, the world you envision, the people you want to attract and surround yourself with, the good you want to do AND make money in the process. We build THAT. THAT is where the magic is, the connection and real story is.
For me, revenues follow resonance. And it’s in resonance we find our true belonging, calling and happiness. If this appeals to you – then (like Mr V), I suggest you invest in brand, contact me and make those first vital steps to getting the most value from your vision.
If you want to make a quick buck and are pumping £ into paid advertising, then go for it, just make sure you have a Plan B, C and D.
Lauren.
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