Companies often forget that people are not necessarily holding their breaths, waiting to hear from them. People are usually looking for a connection.

For a company to successfully transition to being a brand, they need to be relevant, authentic, and be able to engage meaningfully with the people they're reaching out to.

I've spent over a decade exploring the dynamic world of marketing and branding. And here's my biggest learning - the one constant in successful branding is building a real connection with people. Many companies struggle with this. But, it’s a struggle that’s well worth the time and effort that goes into it.

When I worked in the brand team of a large enterprise, we worked with agencies to craft brand messages for our customers. It took us a while to recognize that sometimes what we wanted to say, and what was important to our customers were not the same things.

I then moved to the agency side of the table where I partnered with enterprises, large and small, to figure out and articulate their brand strategies. The struggle was no different. While you want to sell a product or a service, the prospective customer wants a meaningful connection before anything else.

And throughout all this, I've always worn the hat of a customer, and despite being a marketer and brand strategist, I find myself unconsciously looking for that elusive connection when brands try and sell to me. Regardless of the product or service.

So I get this. And I want to help you get this right. I want to help you fly the flag for your brand.

Fly it high. Fly it proud. For your customers.

#FlyTheFlag