When it comes to capital growth, all you need is love. When it comes to branding, all you need is money.
When people invest in a company, why do they choose that company to invest in? Where did the trust and belief, the enthusiasm and initial interest come from?
Was it intense personal research and hours of meetings with investment consultants and brokers? Perhaps.
But in almost every single case, it was something far simpler and more profound: It was love. A basic, emotional attraction is there. Whether it is a brand, a company, the CEO, a friend, a product or service. The investor knows, feels good about something or someone. The investor is a curious or passionate customer, user, employee, partner or fan.
But deep inside is the conscious or unconscious human attraction. An emotional feeling of warm familiarity, intellectual rightness, deep belief, trust, faith, lust or animal attraction.
A basic, universal human energy and the basis of investor appeal to your stock. Do your potential investors know you? Do they use your product or service? Do they like your internal culture? Do they love your marketing voice and behaviors? Do they talk positively about any of these factors with their friends, coworkers, family and neighbors? If so, they love you.
If you want capital, be lovable. In every and any way possible. Because a lovable brand is an invested-in brand. Now, to become that lovable brand:
To become lovable, you need to be visible. To become a visible brand, it takes effort and money. Effort and money to produce and publish your internal culture and services, your reputation and effect in the world.
Yes, it can be achieved with your own effort, your own team, your own tools, but typically, you need to hire the best, most-valuable expert teams to strategize, execute and publicize your companys inner disruptive truth in a highly emotional, social way.
To attract attention, catch the eye and mind of the public, to invite a taste, a touch, a caress, a date, a chance to show your quality, your difference, your superiority. Whisper to your target audience, send flowers, wink, sing, dance. Be excellent in their presence. Please do not insult bore or bludgeon them.
To create, publicize and sustain a truly lovable brand takes money. But when done well, you will create deep, long-term interest, value, enthusiasm, likability and yes, love in your brand.
Yes, that is right. Love.
We are human beings after all.