Building a Brand. Why?
Brand building is one of the most critical aspects that determine long-term success. But Why?
Brand building is one of the most critical aspects that determine long-term success. But as Gary Vaynerchuk, CEO of VaynerMedia and VeeFriends, points out, many companies—whether big or small—often miss the mark when it comes to reaching their customers. They fall prey to outdated tactics, assumptions, and the tendency to focus on "selling" instead of truly connecting with their audience.
At the heart of Gary’s message is empathy. Understanding the consumer and caring for their time are essential. “Caring when it comes to marketing is respecting one’s time,” Gary says. We live in an age where consumers are bombarded with messages daily. Respecting their attention and creating content that resonates is no longer just a nice-to-have; it's a requirement.
Gary’s approach to audience connection is simple yet powerful: listen before you speak. Social media has given brands unprecedented access to real-time consumer insights. This is the "golden era of consumer insights," as Gary puts it, and businesses that take the time to listen to what their customers are saying—and complaining about—can find gaps in the market and innovate.
For example, the fast-food industry capitalized on the consumer's need for speed by introducing drive-thru services. Gary calls this "one big game of listening." With tools like social media, we can now scale that listening far beyond traditional focus groups. The question becomes: "What do you do with the insights?" Successful companies act on this information, addressing consumer pain points and building solutions that align with their needs.
While the methods and platforms for storytelling have changed dramatically over the past decade, the essence of a great story remains the same. Whether it's via video, social media posts, or audio, businesses now have the power to tell their story without relying on traditional media outlets.
“The good news,” Gary shares, “is that a great story will still find its way." The complexity of choosing the right platform or understanding the nuances of each medium can be daunting, but the key is authenticity. A well-told story, one that comes from the heart, can cut through the noise and reach the right audience.
One of the most profound aspects of building a successful brand is patience. This idea often drives high-energy, ambitious individuals crazy because they associate patience with complacency. But Gary makes it clear: “Patience is probably one of the most important ingredients in building something meaningful.”
Many entrepreneurs fear failure, which leads them to rush through the process, making short-term decisions that can jeopardize long-term success. Gary reminds us that true brand-building takes time. His personal experience in growing his father’s wine business is a testament to this. Year after year, as the brand grew, the need for advertising decreased while sales increased—proof that brand value compounds over time.
A long-term mindset is crucial for any entrepreneur or business owner. Gary explains that focusing on building a brand with 100-year goals, rather than 100-day goals, leads to more stable and sustainable growth. When your strategy revolves around leaving a legacy and creating something that stands the test of time, the results will naturally follow.
So, how do you know if it's working? According to Gary, the answer is in the results. If you're able to spend less on advertising but still achieve higher sales, it’s an indication that your brand is carrying the business.
Gary Vaynerchuk’s approach to branding boils down to three principles: empathy, listening, and patience. Empathy allows you to create content that resonates with consumers, listening helps you identify the gaps in the market, and patience ensures you’re in it for the long haul.
At FOP Advisory, we believe in building meaningful, long-lasting brands that connect deeply with their audience. By applying these principles, businesses can move beyond just selling and create authentic relationships with their customers—driving not just sales, but loyalty and trust.
To learn more about how we help businesses grow their brands with empathy and strategy, visit us at FOP Advisory's website. Let’s build something meaningful together!