Forbes Council: The Importance Of Building A Brand Through Organic Growth
Andrew Brooks, Sinclair Global founder, is an entrepreneur in the retail and eCommerce realm via Sinclair Global and VIANEL New York.
Today’s model for building a company’s brand is drastically different from those of the past. Thanks to the rise of social media and the increasing number of ways we can connect with one another, brand building has become less about traditional public relations and marketing campaigns and more about organic growth.
Understanding Organic Growth
I recently launched Sinclair Global (during the height of the Covid-19 pandemic) and have been developing the company based on this mindset. Since launching in 2020, we have been fortunate to build a significant following organically.
Every entrepreneur loves to see growth. It’s a sign of success and validation that things are working within a company. However, not all growth is created equal. In general, growth is considered either inorganic or organic. Inorganic growth is essentially buying a “following” utilizing external resources. Organic growth is the process of expanding a business through internal strategic efforts, resources, capabilities, expertise, marketing, content and especially through the creation of genuine relationships.
The decision to build your brand organically is not easy in today’s overly competitive environment. Millions of individuals are trying to gain exposure on social media to promote their various companies. However, far too many rely on influencers’ efforts and paid advertising to achieve this. Although these methods have worked in the past, today, rather than promotion, audiences want companies to focus on personal connections.
For aspiring entrepreneurs, this is the mindset you must adopt:
* Focus on building a cult following, which translates into brand recognition and loyalty. Sell a lifestyle. Focus on how people can become intertwined with your brand.
* Tell your story and focus on being part of your consumers’ daily narrative instead of simply promoting your new line. Additionally, become part of your customers’ everyday lives, from when they wake up to when they go to sleep.
* Identify the audience you want to reach and start engaging them with your brand by catering to their needs. Building a brand is both a creative venture and a journey of discovery.
* Connect with people who are aspiring to be successful. Don’t fixate on a specific demographic; instead, focus on a consumer goal.
* Share a taste of the high life in addition to marketing snapshots of everyday life in the workplace.
* Engage with your audience personally. For example, most of the content my company posts is really based on us. We post funny moments in life, our weekend brunches with friends, etc. We essentially show them what real life looks like. At the same time, we have the hype of unique aspects of our lives, with photos and stories featuring our crew socializing with professional athletes, chart-topping musicians and Hollywood celebrities.
Forget Traditional Marketing Methods
This diverse marketing strategy allows you to show off your product in various ways without overselling it. Instead, your product becomes part of your customer’s lifestyle.
One of the biggest challenges companies face today is letting go of traditional marketing methods. I’m not talking about old-school advertising but the historical use of influencers. When influencers first gained a name in the marketing world, they were the go-to solution for new brands. Young companies connected with influencers who boasted about having a large following and would ask to use that platform to promote their brand. Today, however, this has changed. Influencers are now tied to paid advertising campaigns, and their authenticity has disappeared. Their ability to engage an audience has declined. And even with those who still do have engagement, you must now do more to see it translate into sales.
It’s All About Connecting With Consumers
To ensure authenticity, brands need to identify and connect with influencers who are seen less as digital promoters and more as trusted friends. However, that is difficult to achieve in today’s market. Unlike your own staff, influencers and outside promoters may not be genuinely interested in your product. No number of followers can justify a relationship unless there’s also an authentic relationship between the influencer’s passion and your brand’s product.
Consumers want to support authentic brands that share their values. So business leaders must create a brand that encourages organic growth through genuine connections and loyalty.
This has been the focus at Sinclair Global, and I have never felt a stronger bond with my fans. They look at me not for what I am selling but for who I am and how I live. Those who are searching for that next big idea should follow their gut. My motto is, “If you feel it, do it.” If you feel a certain opportunity is coming around the corner and if you feel a certain product is going to work, stick with it and see it through. Anything is possible if you go as hard as you can to make it work.
Originally published at https://www.forbes.com.