Small Batch Branding – Realer Than You Think

My in-laws are in the process of sifting through a late relative’s estate. He wasn’t rich by any means, but he did have an eye for good craftsmanship, and left behind a modest collection of antiques. There’s nothing to get rich off, but the items are still too nice to simply cart off to Goodwill. Clearly, this is a classic job for eBay, and, eventually, the dreaded post office.

But this Thanksgiving, as I showed my in-laws around the eBay mobile app, I was shocked to hear my wife rattle off, verbatim, the commercial for Stamps.com, which runs at least once per episode on our favorite podcast. She knew everything, from the promo code to the sign-off. It was like a heartwarming, homespun version of The Exorcist.

Almost as shocking: the fact that I recognized she was repeating it word for word.

We are, clearly, big podcast listeners. And we tend to be very loyal to our favorite shows.

Podcasting is an especially intimate medium, with the familiarity of radio, and the peer-to-peer rapport of the internet. What it might lack in numbers, it more than makes up for in loyalty and engagement (though some of those numbers are nothing to dismiss). We’ve heard that commercial thirty or forty times, and could recognize it by heart—happily. When was the last time you could say that about an overlay ad?

I bring this up to illustrate a point, which organizations still seem reluctant to put into practice: The future belongs to the hard core. The market is too fractious and flat to market broadly anymore. But small, fiercely devoted audiences will make your nut and spread the word more effectively than the widest marketing blast, or the most mimicked “influencer.”

That means that the stories you tell have to be richer in detail, more pointed in their specificity, more sincere in their desire to truly connect. It means that building a relationship with your user isn’t a metaphor for sales acquisitions. It’s for realsies.

That means that the product has to be, too. It has to be worth saving, worth passing on to a good home. If you want a relationship with users, you first have to craft your half of the equation: not just a quality product, but the personality that outsiders will want to spend time with. You have to find sincere partners and vehicles for your message, who will share your goal of authentic, intimate connection to a devoted following—who value quality engagement over quantity engagement.

Call it brand if you must, but it can’t be synthesized. It can be only discovered and refined. Brand can’t be constructed, only realized. And that’s not just hard—it’s scary. It means exposing yourself for a judgment as honest and true as you are. For some people, smoke and mirrors are more appealing. But if you can connect authentically and intimately, your message will spread everywhere your users go.

And I’ll see you never at the post office.