Perhaps many different things come to mind when asked, “what makes a business successful in the long-run?”. While there may be a plethora of just answers, it’s likely you’ll find they all boil down to one common characteristic…a businesses ability to evolve.
With every new metamorphosis (product launch, line diversification, brand conception) businesses are all presented with the same task - to garner the attention and trust of their audience. However, unlike new businesses, existing companies possess unique advantages - the power of their brand. Having a strong brand identity by-passes needing to build trust/connection from the ground up with every new venture. Like people and social networks, individuals can trust a brand and therefore everything from which it conceives - hence the success of existing brands (both personal and corporate) in dominating the current marketplace.
Brands Birthing Brands - The Power of Inherent Trust
In our socially accelerated world, nearly every individual possesses their own personal brand: an identity and image in which is curated and put forth so as to achieve a specific purpose. For most participating members of social platforms, the purpose of this presence is connection; however, for some, whether intentionally or unintentionally, their purpose is greater (influence, information, business, promotion, etc.). As we see currently in the marketplace, those who have achieved great audiences and influence via their identity and personal brand are presented with the unique opportunity of building a successful business simply by conceiving it. The very nature of the brand being an extension of a personal identity, to which an audience already connects, ensures the same can be expected of it.
Take model and public figure Hailey Bieber's Rhode for example, who’s very limited first product line garnered a waitlist of nearly half a million customers prior to launch and sold out within minutes in June of 2022.
Investing in Your Identity
Investing in building this strong brand identity in the social world is equally as paramount as a business entity. In order for your audience to connect with your brand as much as they do the humans in which they follow requires identifying your brand soul and communicating exactly who you are to your audience through an effective marketing and branding strategy. If you’re looking for a way to make sure your business not only survives, but thrives, investing in your brand identity is the best way to ensure you’re always capable of evolving: the true key to success.