As I write this, it’s November 18. Thanksgiving is around the corner, with Christmas coming shortly thereafter. I can almost hear the ads urging me to spend money I don’t have on things I don’t want to show people I care by giving them stuff they don’t want.
Yup, it’s started. Companies are ready to exploit America’s religious holidays to the tune of $730 billion. Didn’t they just finish exploiting veterans?
Sometimes, branding is personal
On November 11, Jurnex Financial Advisors founder Tom Yeung sent me an e-mail. Naturally, it was about Veteran’s Day. Unlike almost all of the self-serving business messages I have seen over the years leading up to Veteran’s Day, I remember it because it had nothing to do with financial advising — and everything to do with Yeung’s sincerity and gratitude.
It was a great example of personal branding without any ask. And though I don’t know Yeung well, it automatically improved my view of his integrity and care for people.
Read it for yourself immediately below. The e-mail has not been edited in any way. The subject line was, “Honoring Our Military…With A Phone Call”:
Dear Friends,
This year marks the 100th year our Nation has officially recognized Veterans Day.
Many of you are former service members – and for that, we as a country sincerely thank you. Words can hardly convey my own deep appreciation for your service.
And (like me), if you’ve never served in the armed forces, there’s an excellent chance at least one of your close friends, mentors, or confidants has. That’s certainly been the case on my part. And here’s why:
That’s because, for everyone who has ever served for this country, I’ve found that the concept of service extends far beyond wearing a uniform. Rather, it often shines through in a person’s character for life.
So this Veterans Day, I encourage you to reach out to service members who have made a difference in your life. A personal note. A 5-minute phone call. Any a small token of appreciation to help bring that personal side back to this fantastic National Day. Because in the end, it’s that personal touch that can make all the difference.
Warmest regards,
Tom Yeung
Until Veteran’s Day, I didn’t know that Yeung has a newsletter. He told me that he sends his monthly e-mail only to people who give permission, but that he made a one-time exception. The rare experience of seeing his name in my inbox and his great subject line led me to read it.
Branding is hard…and branding without an ask is harder
Yeung accomplished with an e-mail what some companies spend years cultivating — a brand of sincerity and a desire to serve others.
Great brands are few and far between. All of them memorably hook the audience. Budweiser and GEICO famously use humor — from multi-lingual “wassap?” commercials to cavemen and a gecko — to live rent-free in Americans’ heads. Wix ads focus on catchy openings and their low price, high-speed website crafting services. The NFL and the UFC highlight the dynamic violence inherent in their sports.
On the other side of the coin, some branding is simply meant to connect on a personal level. No ask is made. This is what Budweiser does with its brilliant military and veteran campaigns. The campaigns focus on real people, not selling beer.
This is hard to do. The “NFL cares,” we are told each week, but the announcers always make the program sound perfunctory instead of meaningful. The same is true for the companies which show they “care” about veterans and religion by exploiting America’s celebrations of both.
I don’t think Yeung intended to brand himself or his company with his Veteran’s Day e-mail. But it worked.
