In the world of growing your business, you cannot ignore the impact of visibility, especially on social media. Whether you are an influencer or trying to determine the right vehicle to increase your influence within your area of expertise, you must increase the noise around you to get the world talking.
For the past two years, I have been meeting with some of the world's most successful founders, who have achieved successful and lucrative exits from their businesses. The one thing I have learned is along the way is that consistent, authentic visibility matters.
I recently had a conversation with Joe Laresca, founder of Noise, a full-service production company based in New York City, to gain his insights about building a powerful brand. Noise works with influencers, artists, and brands such as Gary Vaynerchuk, Carole Radziwill, Extell Development, YesJulz, and Lulu Simon. Most notably, Joe co-founded Serhant Media Group (SMG) with Ryan Serhant, the star of Bravo's Emmy-nominated Million Dollar Listing New York and Sell It Like Serhant.
Here are three ways that you can create a powerful, legacy brand, while making your own noise in today's market.
Don't force your ideas into the market
One of the biggest mistakes companies and high-growth leaders make is pushing products and services in the market that fail to fill a void. Every entrepreneur has experienced at least one failed product or service. The greater lesson is, the market will respond favorably when it finds value in what you offer, so you do not have to force an idea.
"Stop wasting time trying to force your ideas in the market and focus on getting feedback from the people who will use your products," Laresca adds. Also, "you cannot be sensitive about rejection. It is a lesson that you may be wasting your time and to try something else."
Your customers do not just want a fancy logo and beautiful pictures on Instagram; they want to understand your connection to your business. Joe is the mastermind behind Ryan Serhant's widely successful weekly vlog, that offers insight into the day-to-day life of how Ryan is building his brand outside of Million Dollar Listing.
Although social currency is valuable, it fails to bring awareness to your brand. Joe says "create a massive PR buzz that will get people to gravitate toward [your brand] and take a look at what you do." If your brand needs a major overhaul, try creating giveaways, pop-up shops, or producing a vlog, which Joe says is most effective for creating a consistent narrative.
Laresca and his team at Noise carefully study the trends in the market and strategically connect their clients to specific outcomes. "It is important to be visible across every platform every day," Joe says. Failing to do this is a critical mistake many of today's high growth entrepreneurs make, which leads to diminished returns.
Post on every platform to build social and mainstream proof--from podcasts, vlogs, live streaming, positing, etc. It is a daily investment. You can't build a brand without consistent marketing collateral. If you are overwhelmed by the idea of building a high-performing brand, Joe says, "hire a team."