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 There is no doubt about it, successful people surround themselves with other successful people. This is not an accident. They know that while "what you know" is vitally important, "who you know" is equally important. Many important referrals are gained through their connections to other successful people. You may not know any highly successful people, but there is still hope. It isn't just "who you know" that works. Using and recommending brands that everyone knows and likes also works.

Brand recognition accounts for a large percentage of sales made annually by big businesses. By connecting to these successful, recognizable brands, you are not only offering your customers more value and convenience, but you are also building your own brand recognition. When you buy coffee at the grocery store, you probably don't even look at all of your options. You probably pick up the same coffee that you have been using for years. Folgers? Maxwell House? Many restaurants only serve a particular brand of coffee, or ketchup, and they let you know this. They use trusted brands that are well known and very popular.

If you owned a printing store, you might use brand affiliation by letting your customers know that you only use a certain brand of paper, ink, or equipment. You would, of course, use brands that people know and like. You are not in the paper business, you are not in the ink business, and you are not in the printing equipment business. But you are in the business of printing, and therefore, you have need of those other businesses. You are making money for those other businesses by using their products, but at the same time, those businesses are making money for you because they are highly recognizable brands that people are drawn too. You are a great printer, and you are using quality products. In many cases, these businesses will give you discounts for using their products - and advertising that fact - exclusively.

Furthermore, you are not limited to brands or products. You can link your business or brand to places, people, and organizations as well. Figuring out which brands, places, people, or organizations to connect your business to isn't as difficult as you may think. Start by considering your target market. What other products or services would the people who buy your product or service be interested in? How can those other products or services be used to build your brand? Will these companies, places, people, or organizations reciprocate by offering their customers my product exclusively?

Pay attention to how other businesses use the success of other brands to bolster their own brands or businesses. Hotels, restaurants, car rental companies, auto shops, beauty salons, and even airports use this method to strengthen their own brands, and you can too.