The Secret to Sustainable Branding

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Entrepreneurship, Business, Careers

4.6 • 1.9K Ratings

🗓️ 12 April 2024

⏱️ 4 minutes

🔗️ Recording | iTunes | RSS

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Summary

In today's episode, I explore how brands often focus on immediate sales and miss out on building a more valuable asset: community. Most brands aim to sell by sending buyers instead of building connections with those who share their values. I argue that a community aligned with your brand's values is priceless. When you foster a neighborhood where people support each other, they naturally buy and advocate for you without being asked. I discuss the mistake of equating brand success with follower counts over genuine engagement. Building a community requires offering more value than you seek and understanding what resonates with your audience. I share insights on balancing free value with sustainability, emphasizing the impact of influencing a few key leaders over chasing broad but shallow engagement. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	This is Entrepreneurs the Playbook
0:02.0	For each week I bring you some of the greatest athletes, celebrities, and entrepreneurs
0:08.0	to talk about their personal and professional Playbook to success.
0:12.0	What are brands asking for and what should they be asking for?
0:15.6	Yes.
0:16.8	So most brands are asking for business.
0:22.4	They're asking to raise money, sell their product, have distribution
0:25.6	of their product. They're looking for people to buy. That's what most
0:29.8	brands are doing. Whatever way they're looking for people to buy that's what most
0:34.5	brands in here are doing that's why they send the people that are buyers right
0:40.1	they don't send executives.
0:42.8	What they should be doing is looking for people
0:46.0	that want to join their community
0:48.2	that are aligned with the value of what the product solution
0:51.4	service brand is.
0:54.5	Because that community is the most valuable thing
0:57.2	that we can have today because of what we talked about earlier.
1:00.9	When we get alignment in a community, a community of frequency and neighborhood, when we create a neighborhood of people that want to help each other and know people that help each other, that are providing and receiving value from the product service or solution.
1:13.7	When we have that community, they'll buy from you and sell for you.
1:19.1	You don't even have to ask them.
1:21.7	And so the biggest mistakes that people make is they're not tying brand into community.
1:27.0	They're tying brand into an elevation of overselling back and selling lion, manipulating, and cheating.
	...

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