Why Your Business Needs Both Human and Business Connections If You Want to Succeed and Expand

Updated: Nov 24, 2020

Although business-to-business (B2B) models are becoming more human to human (H2H), it is wise to still keep those B2B branding skills polished and at the ready. The generations working in today’s businesses are possibly the most diverse, largely due to booming technology and prevalent social issues. The most brand savvy CEO easily navigates client relations by seamlessly transitioning between B2B and H2H models depending on the client’s preference and needs, building a brand with the reputation of putting the client first. Mike and Ryan Regina, co-founders of commercial real estate, finance, and design build firm, Big Sky Enterprises, describe three customer-centric brand building strategies that led their company to a 100% customer satisfaction rating.

1. Be There From Start to Finish

Supporting your clients from the conception of an idea provides a sense of security and boosts confidence. Mike explains that Big Sky Enterprises manages and executes the development, financing, and construction of their clients’ businesses, leaving their clients free to work on building the organization itself. The ability to focus solely on growing their business until the organization is fully independent nearly guarantees a solid foundation for future expansion. Almost half of new businesses fail during the first five years of opening so by offering your clients exceptional knowledge and support, your clients’ success rates becomes your success rate, setting you and your company apart from any competitors.

2. Make Relationships a Core Business Priority

The word “networking” has become almost a cliche, but it is a vital skill that should be used wisely. Websites like LinkedIn make it easy to connect with thousands of people with minimal effort, however these relationships are superficial and only held together by the click of the mouse. Mike advises to be ambitious yet strategic in your networking efforts without limiting yourself to only business functions. People are more willing to do business with those that they trust, and that trust starts with a personal relationship. Sharing daily or weekly achievements on social media, and taking part in the achievements of others, is a great way to build and keep connections strong. Don’t be afraid to brand yourself as human.

3. Don’t Rush to Expand

Growing a new business is exciting. Be careful not to become overzealous and start expanding before your business’s foundation can actually support it. While expansion goals are great in the long term, Mike describes how he and Ryan knew that they needed to reach their goal of a 100% satisfaction rate locally before they could reach that at a national and international level. With this focused approach, CEOs are able to improve their business model, correct minor mistakes before they become major or irreparable disasters, and continue to evolve. Becoming complacent with “the way things have always been done” is comparable to allowing cracks to grow in a foundation. Eventually, those cracks will crumble.

It is important to always strive to improve, stay true to your brand principles, and never pass up an opportunity to learn.

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Ascendant is a CEO branding development firm specializing in corporate brand strategy and development for CEO and executive leaders. Our CEO branding, corporate branding, and executive branding model uses a proprietary 5 phases of branding system, we focus on brand monetization, brand acceleration, and brand strategy. Our corporate and CEO branding clients have ranged from executive corporate branding clients at Fortune 50 companies to multimillionaire CEO’s and founders of entrepreneurial ventures.


To learn about our corporate executive and CEO branding systems reach out to us at 302.450.4494 ext 202.   We have worked with branding clients in the United States, Canada, Europe, Africa, and the Caribbean.