The concept of “branding by association” can significantly impact your professional growth. It’s a powerful strategy that can propel your success, by linking yourself with established, respected entities.
Understanding Branding by Association
What does “branding by association” really mean? It involves connecting a lesser-known brand (like yourself or a startup) with a well-known brand (a respected company or individual) to enhance the credibility and visibility of the former. The brand with greater equity lends its strength to the brand with lesser equity.
Think of an up-and-coming athlete signing a deal with a major sports apparel company. The athlete’s profile immediately gets a boost simply from being connected to the established brand. Similarly, a new author might gain significant attention if their book is praised by well-known figures or featured in popular media.
These associations primarily benefit the lesser-known brand, increasing its credibility. However, established brands also gain from these partnerships, whether through associating with rising talent or promoting high-quality products that resonate with audiences.
Before you achieve widespread name recognition, aim to connect with influential individuals and prominent organizations. Startup companies often showcase press mentions and expert endorsements. Displaying logos of trusted news sources, creates an immediate sense of familiarity and trust.
This instant recognition is why established companies don’t rely on these associations on their main page. They’ve already built their reputation. The association acts as a bridge, connecting something unfamiliar with something recognized.
It’s Not About Being a Leech
Building associations isn’t about exploiting others. It requires a mutually beneficial relationship. To gain endorsements or recommendations, you must distinguish yourself, prove your worth, and have the confidence to ask for support. Consider it a two-way street – you need to offer value to receive value.
Your Network Can Make or Break You
Surrounding yourself with the right people is crucial. It’s not about quantity, but quality. Focus on individuals who genuinely support your goals and to whom you can offer reciprocal value. Being around more experienced or successful people can push you to improve and provide access to valuable networks.
If you’re an entrepreneur, surrounding yourself with people complacent with the status quo won’t help you grow. A CEO should actively network with other leaders. Remember high school social dynamics? People naturally gravitate towards certain groups. Associating with influential individuals, even briefly at a social event, can elevate your perceived status.
The Power of the Company You Keep
Early in your career, aligning with a well-known company can be extremely advantageous, sometimes even more so than the specific role. During a job search, potential employers often notice the recognizable names on a resume, using them as a benchmark of credibility. Larger companies, because of their brand recognition, often attract more job applicants, indicating a higher standard.
This principle applies to consultants and consulting firms as well. Landing major clients is a powerful signal to prospective customers. It creates the perception that “if a respected company uses their services, they must be good.”
Well-established companies find it easier to expand globally, attract customers, and secure media coverage. In sales, representing a recognized brand makes initial contact significantly easier. Mentioning a well-known employer during networking events immediately commands more respect and interest.
Therefore, prioritize working for a recognized brand, especially at the start of your career. It can help overcome age-related biases and make future job transitions smoother, even after only a short time.
Building Your Brand Associations
Here are some actionable steps to connect with established brands:
Become a content creator: Launching a blog, contributing to existing platforms, or engaging with traditional media provides avenues to connect with influential figures. Journalists, while not always highly compensated, often possess valuable networks.
Develop a strong online presence: Ensure your name is recognized. When you reach out, people are more likely to engage if they’re already familiar with your work.
Identify targets: List brands, both realistic and aspirational, that you’d benefit from associating with. Focus on those within your industry for a common connection.
Offer value proactively: Don’t immediately ask for favors. Instead, offer something of value first, like free consulting, an interview opportunity, or genuine support.
Request endorsements: Don’t hesitate to ask for support. Endorsements can range from testimonials about your work to recommendations on professional networking platforms.
Showcase endorsements prominently: Make sure these endorsements are visible. Display prominent endorsements on your main website or profile, and use others strategically in relevant sections.
Use endorsements strategically: One successful collaboration can lead to others. Use initial accomplishments to secure further opportunities, gradually building your reputation.
Repeat the process: Building brand associations is an ongoing effort. Consistent application of this principle, combined with hard work, can significantly elevate your profile over time, potentially opening doors to even the most influential figures.