“Q!”

You’ve said it. You’ve heard it.

If it makes you think of Star Trek (not the original), bravo!! But no.

Now that I have pointed it out to you, you are going to notice it. A lot.

Kinda like noticing that ad for kitchen appliances earlier this week- because yeah, you just bought one. Or you are considering a new one.

If your fridge just died, odds are you already went to that place you know – the one you heard about somewhere – and already had it delivered. You might still be noticing the ads, but they didn’t really influence you as much as the ones you heard over the past year. Or the suggestions people you work with made. Based on their own experience. Or ads they have been exposed to that had an impact.

That’s how branding works. We notice what is pointed out to us, makes us curious, or makes us feel connected.

I have not yet defined “Q” and you still have no idea what I mean. Or how it might be connected to advertising for kitchen appliances.  But I promise, even if I don’t, you will now notice “Q”.

If you are beyond bored (Borged??? Sorry – couldn’t resist) by the Star Trek universe, you might not even still be reading, due to my reference. Except I told you I wasn’t talking Trekkie, even to all of you that went “Yes! Q!” and know I am your people!  as we silently high-five each other and remember our favorite episode.

I will get to it!

“Q!” has become the shortest, most concise way to express gratitude.

“In appreciation” became “Thank You!” which then downgraded to a quick, nonchalant “Thanks!” and now “Q!” as we rush past genuine appreciation into the realm of I am soooooo busy, you would not believe how incredibly busy and important I am, and yeah, you helped but “Q!” is all you get as I rush past.

Don’t even get me started on “Mornin’!”

Five thousand plus ads a day. And we will only remember the ones that somehow connect us to a business looking, well, to do business with us. As people. Long term. They are the patient owners. Ready to show you their real-life adventures and beliefs. They hope you will like them, but they also know you might not.  Their stark honesty, uniqueness, and desire to form a connection will help you remember them whenever you might need what it is they sell. No one else can possibly say what they are willing to say. When, finally, you need a fridge, they will be the name you think of first. Because they took the time to introduce themselves. Over and over. Perhaps for years. To be there whenever it is you might need them.

And when you do, finally, go see them. And they help you the way they have promised. They will absolutely say “Thank you!” Long form. Looking right at you. And you will pause. And say “Thank you!” in return.

Because gratitude, like branding, deserves investing the time to do it correctly.

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