Support is a simple concept, yet it often feels like climbing a mountain. Whether it’s applauding a competitor’s ad campaign, liking a fellow creator’s post, or endorsing someone’s personal brand, we often hesitate. But why?
In the world of branding and marketing, support isn’t just kind—it’s powerful. Let’s unpack why support feels so hard and how embracing it can transform personal and professional growth. ???
The Struggle to Spread Support ??
- Competition vs. Collaboration ??♀??? In marketing, brands compete fiercely for attention. Whether it’s Pepsi vs. Coca-Cola ?? or Nike vs. Adidas ??, rivalry is part of the game. But this mindset can spill over into areas where competition isn’t necessary, creating an "us vs. them" mentality. We may think, If I support them, will it hurt me? The truth? Collaboration often wins. Look at how McDonald’s and Burger King joined forces to promote "A Day Without Whopper" for charity. Supporting others doesn’t diminish you—it elevates the whole industry.
- Fear of Being Overshadowed ????? Sometimes, we hesitate to support others because we fear their success will outshine ours. It’s human nature. But here’s the thing: when you amplify someone else’s voice, it creates a ripple effect ??. Think of influencers or small brands that rise because of partnerships. When Glossier endorsed smaller beauty creators on Instagram, it fostered a loyal community. Supporting someone else doesn’t dim your light—it makes the whole room brighter. ??
Why Supporting Others Is a Superpower ??
- It Builds Trust and Loyalty ???? When you support others—whether it’s a shoutout, a recommendation, or even a like—it shows authenticity. Customers, clients, and followers notice when you’re genuine. Patagonia, for instance, supports environmental causes and other sustainable brands, strengthening their position as a socially responsible leader ??.
- It Inspires Creativity ??? Supporting someone else's work can spark new ideas. Collaboration leads to innovation. Think about how Lego and IKEA teamed up to create BYGGLEK, a product line blending play with home organization. By supporting each other, both brands gained fresh perspectives and expanded their reach.
- It Humanizes Your Brand ???????? No one wants to interact with a cold, faceless company. When brands like Dove celebrate diversity and body positivity by featuring real women, they’re showing support for their audience. People love brands that care.
How to Make Support a Core Part of Your Brand ??
- Engage, Don’t Just Observe ?????? Be active in your community. Like, comment, and share posts that align with your brand values. Supporting others makes you visible and approachable. Think about how Netflix actively engages with fans and even congratulates other streaming platforms on social media.
- Collaborate for the Greater Good ???? Support doesn’t always have to be direct competition. Find causes or projects that align with your mission and work together. A perfect example? The #ShareTheLoad campaign by Ariel India, which promoted equality at home and received endorsements from numerous celebrities and influencers.
- Celebrate Success Stories ???? Share the spotlight. Highlight stories of customers, employees, or even competitors who are doing great work. Airbnb often celebrates its hosts, building trust and a sense of belonging.
Why Personal Support Is Just as Important ??♂?????♀?
It’s not just brands that struggle to support others—people do too. We live in a world driven by likes, shares, and comments, but often forget the value of genuine connection. Helping others grow, whether by endorsing a friend’s LinkedIn post or recommending a colleague, makes the world feel smaller and more connected.
Remember, Michael Jordan didn’t build his empire alone. His mother, Deloris Jordan, played a pivotal role in securing his Nike deal ??. Personal support is often the catalyst for monumental success.
Why Is It So Hard? Let’s Be Real ??
- Fear of Vulnerability ?? Supporting someone feels like putting yourself out there. What if they don’t acknowledge it? What if others judge you? But the risk is worth the reward.
- The Ego Factor ?? Sometimes, we feel like supporting others diminishes our achievements. But, as the saying goes, “A rising tide lifts all boats.” ??
- Limited Bandwidth ?? Life is busy, but small gestures go a long way. A simple “Well done!” or repost takes seconds but can mean the world to someone else.
The Butter Effect: Small Acts, Big Impact ????
Imagine if every brand, every marketer, and every person made a small effort to support others. The impact would be transformative. Start with simple steps:
- Compliment a competitor.
- Share a colleague’s work.
- Support local brands and creators.
Brands that embrace support—like Ben & Jerry’s, which uplifts social causes and partners with local communities—create legacies that extend far beyond profit.
The Takeaway
Support is hard because it requires effort, vulnerability, and sometimes setting aside our egos. But it’s also the butter that makes everything smoother ??. By actively supporting others, you create a stronger network, inspire innovation, and build trust.
So, what’s stopping you from spreading the butter of support today? Start small, dream big, and watch your personal and professional worlds flourish. ??
Final Thought
Supporting others doesn’t just help them—it helps you. Whether you’re a brand, marketer, or individual, remember: the more you give, the more you grow. And just like butter, support makes everything better. ???
