The importance of brand

Preston Rutherford is the co-founder of both Chubbies Shorts and Marathon Data. He’s also one of the most sophisticated brand marketers in all of eCommerce. So when he gives advice, I listen…

In my experience, there are two main types of marketing in this world:

1. Brand marketing
2. Direct response marketing

Most people focus entirely on direct response because it's measurable. They can see the immediate ROI. They can justify the spend.

But here's what I've learned as an investor: Your brand is the most valuable asset you'll ever build. In fact, it’s much more expensive to operate when you haven't built one.

This lesson applies beyond eCommerce— I've found it to be just as critical in venture capital. For most people, you need to build a brand in venture to be successful. The amazing thing is that once you've built it, your brand does all the marketing behind the scenes for you. Your own efforts are amplified because your brand is also working FOR you.

Whenever an angel investor or aspiring VC asks me about the value of building a personal brand, I have the same response: It's not just important, it's essential. Put up a website. Share your thoughts. Articulate your strategy. List your portfolio companies.

Over the long run, it will change your life.