Supporting businesses communicate bravely and with confidence.

Close Icon
Contact Info

The characteristics of a successful, sustainable, emerging brand

fpcomms_influencesconnect_sqBuilding a company, organisation or brand; a business that has legacy, that passes through generations and impacts the world in a positive and tangible way, takes characteristics and behaviours that many people admire, but few people feel comfortable are embracing.

James Baldwin


Author James Baldwin wrote: 

“I imagine one of the reasons people cling to their hates so stubbornly is because they sense, once hate is gone, they will be forced to deal with pain.”


I think the same is true when it comes to building meaningful, powerful and positive businesses.



“I imagine that many of us hold on to the fear of the responsibility of building businesses with compassion because; we know that we have to face up to own vulnerability and inadequacy.  We are fearful of the judgment of the times when we were not so compassionate.”   Nicola Millington


However, when a business builds its foundation on Relationships, Compassion and Love, your personal pride (which some may call ego); fades into the background and you become conscious of the mission and not of the physical tasks and rewards.

  • You naturally begin to surround yourself with complimentary people.
  • You look within yourself and reflect on what needs to be done to deliver the service or product that you would appreciate for you and your loved ones.
  • You consider your intention behind every action and act accordingly.

Building a successful, sustainable, emerging brand is always evolving and never stands still.


What does it actually take to build a brand?

Building a brand is a very different proposition from building a lifestyle or cottage business.  A lifestyle/cottage business fulfils your immediate requirements.  However, a brand is about legacy and a vision of longevity, it is also about creating positive change or the juxtaposition of a negative.  True SUCCESSFUL brands have one key factor – RELATIONSHIPS.

As an example, let us look at travel:   If the common dialogue within the travel sector is lack of access to travel, the solution is to create affordable travel for more people who want to connect with loved ones.  However, an entrepreneur focused on its relationships, also values all aspects of the food chain; customer to the customer service, contractor to the staff member.  All relationships within the make-up of a brand, has a direct impact on its success; fair and equal pay, equality …. are just a couple of the factors involved.

We will notice that a brand of this nature also has a direct resonance with the marketplace.  People will view the brand more positively and warmly, than the other providers in the market, even when a negative situation overshadows said business, its bottom line will only be impacted in the short-term.

Next steps

The success of a great brand cannot be faked.  We recognise the essence of a true relationship with a business, regardless of our personal association with said brand/business, because it is mirrored in our own personal daily lives.

In today’s society, so many of us are seeking ‘meaning’ in what we do.  Therefore, for those of us building emerging brands that have a lasting, positive impact on our society, we can seek encouragement from those that at are already bucking the trend within our own sector.

The businesses that are already thriving, want us to do better than them, they want us to build on their foundation and extend the possibility of what can be achieved in the name of creating a better society.


  • When you look within your sector, who do you believe stands heads and shoulders above the rest?
  • Why do they stand out?
  • What are the key lessons you learn from them?
  • Are you brave enough to try to build an amazing business?

I would love to hear from you.

Leave a Reply

Your email address will not be published. Required fields are marked *