Many small business owners and entrepreneurs believe that simply having a nice conversation with a brand will naturally develop into building a relationship. I.e if I like you and you like me then this is a match made in heaven baby!
Now whilst chemistry is certainly a key factor (people buy from people they like and can relate to), actually there are a couple more factors involved – your chosen brand also needs to know you and trust you.
‘Know’, ‘like’ and ‘trust’ are the cornerstones of marketing, something big brands spend seven to eight figure budgets on developing with their consumers so they will outshine their competitor should that consumer need to buy a product or service that they offer. The same principles can be applied to your approach when trying to Land The Brand also.
A brand needs to get to know you before they make a decision as to whether or not they’ll create any kind of connection with you. This may come from the communications you’ve had with them via email up until the point of having a telephone conversation or meeting them. It may also come from your brand visibility online, i.e. your personal and/or business website, social media platforms, articles written by or about you and any other coverage you might have received.
A brand will begin to trust you based on your level of expertise and whether or not you carry any ‘trust factor’ from anyone else (especially if they happen to be influential in your industry). You can position yourself as an authority in your industry by staying up to date with happenings and publishing content (on your platforms and the platforms of others) that includes your own insights and opinions. You also gain ‘trust factor’ by being associated with others who are considered successful in your field – the most powerful form of association is a referral or recommendation – who do you know with some clout who can pen a few words in testimony to you, your products or your services?
Once a big brand knows who you are, likes how you do things and trusts your knowledge and expertise then your efforts to Land The Brand will most certainly pay off. Focus on getting this right and it’ll only be a matter of time before you’re both signing on the dotted line!