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Brian Chesky, the co-founder of Airbnb, believes that a brand is much more than just what you sell—it's the connection you create with your customers. A strong culture within the company naturally translates into a powerful brand. The essence of your brand should reflect what your company values, not just the products you offer.
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Apple's Example: It's Not About the Product
Chesky references Steve Jobs' iconic 1997 "Think Different" campaign, where Apple shifted the focus from technology specs to values. Instead of promoting bits and bytes, Apple spoke about their belief in people with passion who could change the world. This belief resonated with customers on a deeper level. When people bought an Apple product, they were aligning themselves with the same values.
Why Values Matter More Than Features
Chesky emphasizes that companies that only sell their products as utilities risk being treated as commodities. If there's no deeper emotional connection, customers will simply choose the cheapest option. However, when you infuse your brand with values that people believe in, like Apple's "Think Different" campaign, you create something that customers want to be part of.
Branding Isn't Just a Marketing Tool
Ultimately, Chesky drives home that brand is the sum of your company’s culture, values, and how you connect with your audience. If you want to build something truly valuable, your brand needs to represent what you stand for—and make your customers feel like they’re part of that vision. Without this deeper belief, you're just another company selling a product.
Conclusion: Build Your Brand with Beliefs, Not Features
In Chesky's view, the real secret to building a successful brand lies in promoting values that resonate with your audience. By fostering a connection beyond the product, companies create a lasting impact that transcends the transactional nature of business. It’s not just about what you sell; it’s about what you believe.
Listen to Brian Chesky:
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