Great Lakes Wire

In the world of small business, branding is often misunderstood as merely a visual endeavor. Many entrepreneurs invest heavily in logos and ad campaigns, only to find their efforts fall flat. According to Camron Gnass, who has spent three decades in branding, the issue lies in focusing too much on appearance rather than substance.

Gnass likens marketing and advertising to asking someone out on a date. He explains that while these are important steps, true "datability" comes from the brand's core identity—its values, personality, and tone of voice. "If you’ve ever felt like your marketing efforts aren’t landing with your audience," he suggests asking yourself: "Is my brand datable?"

He emphasizes that a strong brand goes beyond visuals. Entrepreneurs often concentrate solely on their visual identity, neglecting other crucial aspects such as personality and emotional connections with customers. This can result in superficial relationships with consumers.

To build lasting connections, Gnass advises businesses to define their core values and convey them through actions and offerings. Understanding what emotional associations customers should have with the brand is also key. For instance, Downy aims for softness while Coca-Cola evokes joy.

Verbal identity is another critical yet overlooked aspect of branding. A compelling verbal identity helps foster trust and loyalty among customers by making them feel understood. Gnass cites an example where an HVAC company shifted its focus from selling products to promoting "home comfort," which resonated more deeply with customers' needs.

Gnass encourages businesses to encapsulate their brand essence in three words that capture its heart—similar to Disney’s “Magical, Family, Entertainment.” These guiding words should influence all messaging and marketing strategies.

Once a brand establishes its identity or becomes "datable," marketing becomes more straightforward because it targets the right audience effectively. Skipping foundational branding work often leads businesses to scatter their messaging in attempts to reach everyone—a strategy that rarely succeeds.

Ultimately, investing in branding means defining who you are as a business and how you make your customers feel. This foundation makes subsequent marketing efforts significantly more effective.

Before embarking on new advertising campaigns or redesigns, Gnass urges businesses to reflect: "Is my brand datable? Have I done the work to define my values, personality and emotional connections?"

This article by Camron Gnass was originally published in SBAM’s January/February 2025 issue of FOCUS magazine.