From Close to Distant: A True Growth Strategy for Startups and Small Brands

Over the past month, I’ve been visiting friends and partners in China. As I strolled through the everyday streets of its cities, a vision often came to mind: a world infused with brands that carry warmth and intention. Not just a passing thought like, “Oh, this brand looks cool and trendy,” but something deeper. Imagine a world where, when people encounter a brand name, see its products, or pass by its stores, they naturally recall its story. A world where someone might casually say to a friend, “Oh, that’s the brand that does X or Y,” and the friend responds with genuine interest, “Really? Tell me more.”

Wouldn’t it be beautiful if more brands in China could create this kind of connection, where their stories spread naturally, as if by word of mouth?

I’ve always believed that the more brands like this exist, the more beautiful the world becomes. Brands serve as bridges, conveying meaning, connecting hearts, and creating bonds. They possess the quiet power to bring warmth into people’s lives. Yet today, the world feels increasingly distant, and people tend to ride in silence. It’s hard not to feel a pang of regret over this.

Perhaps that’s why, whenever I see a positive message on someone’s T-shirt or a hopeful slogan on a car, my heart feels a little warmer. It’s as if a small light has flickered on in an otherwise ordinary moment, giving me renewed strength.

In these fleeting moments, I become even more convinced of the power of brands to spread warmth. Brands built with love and care, infused with a sense of humanity, can make the world a kinder place. Seeing people come together at a community marathon organized by a sports brand, all connected by a shared experience, only strengthens my belief in this truth.

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Brand Building Is a Long Journey, but Let’s Not Call It a “Marathon”

In conversations about building brands, we often hear, “Brand Building is a long game.” It’s almost an accepted truth. But I rarely bring this up myself, because I know how much pressure it can add, especially for small brands. For startups operating on tight budgets, hearing “long-term commitment” can feel daunting. It carries the weight of “constant spending without guarantees.” This can lead to frustration or even hopelessness.

Because I understand this, I seldom emphasize the “long haul,” even though it is a reality. Instead, I’ve been searching for words that inspire hope and strength, rather than anxiety. Recently, I came across a speech by Brad Pitt, and one line in particular struck me deeply:

“I was reading a passage recently where a character was asking ‘Which is more important, the journey or the destination?’ And the other replied, ‘It's the company’, and I couldn't agree more.”

When I heard this, it immediately reminded me of branding. What truly empowers a brand is not the ultimate destination, but the heartfelt connections it builds along the way. Among the most touching words a brand can hear from its customers are: “I love your brand.”

Hochul Son, the founder of the rising Korean fashion brand Satur (IG: satur_official/), shared an incredible story: On an employee’s birthday, the brand received a surprise: customers sent gifts via the brand’s customer service chat. This simple act reveals the deep emotional connection Satur has nurtured with its customers. Hochul Son himself responds to every customer message personally, and this genuine effort has had a direct impact on the brand’s success. Today, as a rising star in the fashion industry, Satur has achieved annual sales exceeding 10 million USD.

Hochul Son’s guiding philosophy is this: “When those near you speak of you, those far away will come.” This captures the essence of brand growth. Too many entrepreneurs and marketers focus on achieving mass exposure, hoping for rapid, overnight success. But for small brands, especially in their early stages, the goal shouldn’t be to attract as many new customers as possible. Instead, it should be to treat every customer with sincerity, building trust one person at a time.

As Brad Pitt said, it’s about the company you keep, not the destination you reach. When you form deep connections with your customers, you create something far more valuable than fleeting fame. Once this foundation is laid, expansion and growth will naturally follow.

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Every Great Brand Starts With One Customer

If a brand hopes to grow sustainably, it must first establish a deep connection with one customer. What impression does your brand leave on that person when they encounter it for the first time? Does using your product add a little joy to their day? Does it make their next purchase smoother, thanks to the trust you’ve built?

When we feel drawn to someone, the first thing we often do is check out their social media profiles, or in the past, even visit their home. This natural curiosity is a form of “following.” Similarly, when a customer takes an interest in your brand, it’s our turn to quietly observe and understand them. What do they wear? What do they enjoy? Where do they spend their time? This isn’t stalking, it’s about learning how to connect with them in meaningful ways.

The first spark of connection often happens when a customer thinks, “Wow, you really get me. This brand is so my style!” This moment marks the beginning of the relationship. How your brand fits into their daily life is the key to long-term success. The goal is to make them feel your sincerity, so much so that they return, recommend you to others, and cherish every interaction with your brand.

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Beyond the Allure of New Customers: Building Long-Term Relationships

Many brands put all their energy into attracting new customers. After all, seeing a wave of new faces can be thrilling. Promotions and traffic-boosting campaigns often create short-term sales spikes, but what about customer retention?

Too many brands overlook a key truth: loyal customers are the true lifeblood of a brand. Starting from the trust of just one customer, a brand grows when that trust is shared and multiplied. On the flip side, focusing solely on acquiring new customers often leads to neglecting existing ones. Think about how this makes a customer feel: “Oh, you’ve already bought something? Next!” While it sounds harsh, this is the subtle message many brands send.

Advertising is undeniably a valuable tool, but for returning customers who already know your brand, it’s not that necessary. What they truly want is not another ad, they crave deeper connections with the brand. These connections can be built through genuine, heartfelt content. And the best part? Creating this kind of content doesn’t require huge budgets.

In today’s world, where text, images, and videos can all be created with just a smartphone, what customers really value are stories. They want to hear about your brand, feel closer to it, and see it as part of their lives. If we keep bombarding them with expensive ads, they might feel overwhelmed or even tired of the brand. What truly resonates with them is the story of how the brand becomes a “friend” in their daily life.

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Building True Connections With Customers

Many people assume that content marketing is expensive, but this misconception stems from equating it with advertising. In reality, content marketing is almost free. Words, visuals, videos, etc. The best tools in the world are readily available for crafting brand stories. A smartphone can capture compelling moments that deepen the bond between a brand and its audience.

Of course, maintaining a consistent brand voice and visual identity is important. It’s wonderful if your content achieves an ad-like quality, but your first priority should always be your existing customers. Keep them informed about your brand’s latest developments, remind them of your presence, and continue nurturing that connection.

This goal doesn’t require heavy investment. Unlike advertising, which aims to attract new customers, content marketing focuses on strengthening relationships with existing ones. The cost difference is clear: customer retention can be nearly cost-free, while acquiring new customers often involves rising Customer Acquisition Costs (CAC).

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What Should Be the Focus of a Startup Brand?

For startups, it’s not about creating extravagant brand identities or elaborate packaging. The focus should be on optimizing the product, increasing customer retention, and building genuine connections with customers. The goal is to ensure that each returning customer feels your sincerity and sees their relationship with the brand as meaningful.

As your brand grows, you’ll naturally form relationships with more customers. But it all starts with one. Think of it as a “one-on-one coaching” session with your customer. Devote yourself to building trust and connection, one person at a time.

If you want your brand to win more hearts, start close. When you pour your heart into those near you, people from a distance will naturally be drawn in. Building authentic relationships with every customer is the first step toward a broader future. When customers share their stories with you, recommend your brand to others, and treasure their moments with it, listen to them. Engage with them. A brand should eventually evolve into a community—a space where customers and brands grow together, share stories, and create a brighter future.

“Start close, and the distant will follow.” When we embrace this philosophy, every emotional connection becomes an opportunity. Growth, both for the brand and in sales, will naturally fall into place.