These days, in my line of work, there is a lot of talk about building brands. The terminology used is mostly very contradictive; influencing a buyer’s journey vs. transparency; co-creation vs. market share. But also conversion and leads vs. engagement; acquisition vs. building meaningful relationships are examples of this ambiguity.
Don’t get me wrong; obviously having a strong brand is vital. In PR, communications and marketing the highest goal is to build a strong brand in order to create engagement and sell your products or services.
In the end, consumers (whether it’s B2C or B2B) just want your product or service to work well, taste good, look good, get their services as agreed upon and they want it all for a fair price.
Summer contemplation
So I was wondering; Is there such a thing as brand loyalty? Or is it mere habit, convenience, satisfaction, easy availability or a good business relationship?
When it comes to picking the right product or service. Call me naïve but I believe in meaningful relationships, and trust. And the key to this is reciprocity.
“There is no duty more indispensable than that of returning a kindness” Cicero
When I studied geography at the University of Applied Science in Utrecht, I heard of this concept for the first time. The law of reciprocity has everything to do with ‘to give and to take mutually’ no matter which culture on earth.
Giving and receiving favours is a common exchange and is an implicit assumption in most of our relationships. In business this works out if both parties benefit and invest to an approximately equal value.
As a start-up business, due to a lack of funds for marketing and communications, I must be creative in building my own brand. I have to acknowledge the value of my network more than ever.
This only means one thing; Work hard, Look good, Taste better. Together with my partners we want to add value! Get the best out of yourself and enjoy the summer. GO EXPLORE, the world is your playground!
Martijn Nahumury ǀ + 31 (0)6 47 318 304 ǀ Follow MFN Advies on LinkedIn