Last night, I was talking with my brother and he mentioned how the story of Apple and its brand awareness was amazing. I immediately related the Apple brand success to the relationship that the company has with their employees. I haven’t researched this, but I am willing to create a theory on the success of the Apple brand. I believe that if the Apple employees were not as excited and bought into the Apple products and ultimately, the Apple brand, Apple would not be the household name that it is nor would d Apple have developed such a following. Think about it. Let’s say that Apple created an environment of creativity and innovation. They made sure that every member of the Apple team thoroughly understood and believed in the mission of the company. That same Apple employee who is working on a new product starts talking to their family and friends about this great product that is coming out, then, the friends and family share the same excitement with their other friends and family. Suddenly, everyone had to have it. This excitement all began with the internal relationship that Apple built with each team member.

This is an example of the direct correlation between relationships and success, whether personal or professional. Branding doesn’t exist without relationship, positive or negative. A company you don’t like because of a poor product or bad customer service has a brand that makes them unsuccessful because remember, a brand is simply a perception. The practice of developing positive relationships seems to have become rare commodities. It seems in our desire to attain what we think we need to be strong and sustainable in our life, we’ve unconsciously returned to the days of very mechanistic behavior. This has been to the detriment of building positive, honest brands.

For this reason, Brand Event Marketing (BEM) is launching a new company called Branding Katina (sound familiar).  After years of strategic brand development and even applying those practices to my own life, I realized the importance of the relationship and how so many don’t perceive this nor do they know how to develop and maintain positive relationships. As Managing Director of Brand Event Marketing, I want to change that behavior, one client at a time. Branding Katina will teach the behaviors of successful internal and external relationships, while continuing to do what BEM is known for, developing successful brand strategies.

As you read this, I hope that you consider your own personal and professional relationships. Are they what you need them to be? Are they providing you the support and knowledge to continue to move forward and be proud of who you are? Do the people around you know what you stand for? Do you know what your company stands for? Are you proud of the work your company does? Let me know. I’d love to hear about it. Let’s start building that positive, successful relationship.

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