Fried Chicken, Beef and Faceless Corporations

Where is the beef?

Did you know that Dave Thomas, the founder of Wendy’s, actually was first a successful KFC franchise owner in Ohio, and a protege of Colonel Sanders?

It was Colonel Sanders who taught Dave the importance of using a familiar face to establish an emotional connection with customers.

Dave put this to practice by deciding to be the face of Wendy’s and appearing in over 800 commercials. He wasn't just selling square burgers or promoting the 'Fresh, Never Frozen' motto; he was sharing a part of his personality with customers.

Wendy’s wasn’t another faceless corporation, but a 'friend' in the market.

In essence, when people thought about Wendy's, they thought about Dave. His approachability and genuine connection with customers became the backbone of the brand's success.

This approach isn’t just a recipe for fast food chains though. When I think about almost every B2B brand that is killing it - it isn't about the brand itself; it's about the people behind it.

When you think of Gong, you think of Udi Ledergor and Chris Orlob.

When you think of Drift, you think of Dave Gerhardt and David Cancel.

Sales Assembly, it's Jeff Rosset and Matt Green.

Pavillion, it’s Sam Jacobs.

I could keep going but the point is they've woven themselves into the fabric of the brand, creating a personal connection with their audience.

So what did The Colonel, Dave and many others in the B2B space do differently? How should you approach it?

I broke it down into three actionable strategies to help you out:

1. Embrace Authenticity: Be transparent and genuine in your communications. Let your audience see the humans behind the brand. Share behind-the-scenes glimpses into your operations, discuss challenges and how you overcome them, and celebrate victories. Customers appreciate honesty and authenticity and are more likely to engage with a brand they perceive as real and truthful.

2. Share Your Story: Every brand has a unique story - its origin, its mission, its values. Sharing your story not only provides context about why and how your brand exists but also helps to create an emotional bond with your audience. When people understand the 'why' behind your brand, they can better relate to it.

3. Engage, Don't Just Broadcast: Modern customers crave interaction, not just information. Use social media and other platforms to engage with your audience, respond to their comments, ask for their opinions, involve them in your decision-making process. The more you engage, the more customers feel valued and connected to your brand.

Thanks for reading!

Adam