The Art of Building Relationships and Brands in Business

In a sea of entrepreneurial ideas, podcasts, and countless startup strategies, what really sets a business apart? How do you make meaningful connections and gain traction in your industry? In this blog post, we'll delve into these vital questions by reflecting on the insights from Velvet Ventures podcast. From one-to-ones to the strategic naming of a brand, we'll cover the broad spectrum that can make or break a business.

The Impact of One-to-Ones

Let's begin by revisiting the concept of "one-to-ones," the intimate conversations you should be having with your clients, peers, and mentors. These meetings serve as a cornerstone of business success. Gone are the days when a generalized message could build strong relationships. In today’s competitive market, personalizing your client interactions makes all the difference.

One-to-ones allow you to get the insights you can't find on a spreadsheet. Questions like, "What's bothering you?" or "How can we improve?" often unlock invaluable feedback. You may learn about a client's future needs or catch wind of upcoming industry trends, putting you ahead of the competition.

The Power of Networking

Ben and Channing emphasized that your network is a major asset, equating it to a garden that needs regular tending. If one-to-ones are the seeds, then consistent communication and genuine engagement are the water and sunlight. Sometimes you'll get a "fruitful harvest" in the form of a job lead or a business opportunity. Other times, the "harvest" might be wisdom and advice from industry veterans.

Mastering The Name Game

Now, let's shift gears to the subject of naming your business—a topic discussed thoroughly in the podcast. Believe it or not, the name you choose can have a tremendous impact on your business' growth trajectory.

As Channing candidly shared, the original name, "Channing Gardner LLC," failed to create a trustworthy brand. It wasn't until they transitioned to "BHM" that they saw a 17 to 25% growth month over month. The takeaway here is straightforward: naming isn’t just an aesthetic choice, it’s a strategic one.

The Dynamics of Branding

Your brand is not just your company name and logo; it's a comprehensive experience. Ben pointed out that sometimes your business can get pigeonholed by a too-specific name. If you name yourself the "XYZ Shoe Company," you're potentially restricting your future to just shoes. Your long-term goals should align with your brand name.

The hosts also discussed the transformational power of mascots and unique branding elements. They cited the example of Jolly Goat Garage Doors, a company that significantly benefited from a memorable mascot and bold color scheme.

It's More Than Just Colors

Speaking of color schemes, the psychology of color cannot be underestimated. Jolly Goat found its groove by selecting colors that resonate well with its target audience. As Ben and Channing pointed out, their color choices for Dallowry, featuring pastel-y and dark magentas, aim to deliver a specific message in contrast to traditional marketing agency colors.

Checklists Before Naming

Before landing on a name, the duo recommends a few practical steps:

• Check domain availability.

• Check business registration.

• Research EIN registration.

Why? Because a name's availability across these platforms is crucial for branding consistency and legality.

While there's no hard and fast rule to naming your company or building relationships, one thing is certain: intentionality is key. Be deliberate about your one-to-ones, and thoughtful about your brand name and design. Because at the end of the day, as Ben and Channing remind us, the brand you build becomes the story that others will tell about you.