Gary Vaynerchuk: An Authentic Approach To Branding
Brands mature over time, like a marriage. The bond you feel with your spouse is different than when you first met each other. Excitement and discovery are replaced by comfort and depth.
A lot of businesses come across the name Gary Vaynerchuk when they decide to embark on the journey of overhauling their brand and marketing approach to comply with the new standards of the 21st century.
I know early on, I was a bit put off by his frankness and didn’t give Mr. Vaynerchuk the appreciation he deserved. As time has developed, I have noticed a slight softening to his approach and started digging into his content.
For any business looking to maximize their brand value in a new noise-ridden environment, my advice to you is to start listening to what Gary Vaynerchuk and pay attention to what VaynerMedia is doing.
Here are the 3 main lessons you will learn from his approach to branding.
GARY VAYNERCHUK: FOCUS ON THE LONG GAME
One of my favorite aspects of Gary Vaynerchuk and his approach to branding is how often he talks about focusing on the “long game.” In the end, we will be judged and valued on our reputation in handling our past.
By remembering this, it changes our perception of short-term gains at the expense of our customer and hiding value from them in exchange for incremental profits. These activities may boost quarterly earnings, but they are surely eating away the foundation of your brand over time.
It’s about authenticity and caring about the people you are there to serve. That’s why Gary Vaynerchuk openly shares all his philosophies through his content. Now it may not be organized in a way that holds your hand through the process, but everything is out there if you want to dig.
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GARY VAYNERCHUK: DOCUMENT THE PROCESS
Documenting plays back into the authenticity factor. If you are working on building your company brand, focus on documenting your story and even the story of your ambassadors.
Your process can be strategic, but it should shed some light on the inner workings of a brand and the growth that occurs within it.
In the life of Gary Vaynerchuk, the camera is rolling 90% of the time, which may not be for everyone, but there is something to be learned from his approach to developing content.
VaynerMedia focuses heavily on producing what they call “pillar content” then breaking out pieces of smaller content from these macro pieces. A lot of the content comes from the videos.
GARY VAYNERCHUK: HUSTLE
Hard-work, that’s the philosophy of Gary Vaynerchuk, and a JaxonLabs one too. The long game takes time, but it’s worth it. Invest in learning, doing things right and giving back.
That’s where the hustle comes in. What are you doing today above and beyond that separates your business from the competition?
It’s a trait all the greatest businesses possess. If you shop at Whole Foods, they will let you try anything you want, return without question. Same with Costco. These companies that have a dominant position in the marketplace understand that hustle is as essential as the product when it comes to building a brand that creates what Warren Buffett (another advocate of the long game) calls a moat.
As you grow the quality of your content, you can find more brand ambassadors to create and influencers to share your content.