Most of us think of branding as logos, colors, and taglines. We invest a ton of time and money crafting the perfect look, only to realize later that it’s not bringing in customers or creating any real connection. Talking with Virgilia Virjoghe on Never Been Promoted shifted my view on what it takes to create a brand that sticks. This isn’t about flashy visuals or catchy slogans. For Virgilia, branding is about trust, connection, and the guts to put yourself out there fully – flaws and all.
Virgilia’s story is unique but packed with relatable truths. She grew up in Romania, moved to the U.S., and carved her path in branding through hard work with companies like Versace and Dolce & Gabbana. Her journey? Not easy. Her philosophy? Direct and no-nonsense. She’s the real deal when it comes to understanding what connects people to brands, and she shared lessons I wish I’d known years ago.
Branding Isn’t Just a Look – It’s a Whole Experience
One of the first things Virgilia said that grabbed me was how companies tend to focus too much on the “surface” of branding – logos, colors, and taglines. And I’ll admit, I’ve fallen into that trap myself. We get so wrapped up in picking the perfect logo that we forget to ask ourselves, “What am I really offering to people?” Virgilia’s take? That stuff is about 5% of what makes a brand successful.
She used Apple as a classic example. “Apple’s not just selling tech products – they’re selling a vision,” she explained. “They’re inviting you to think differently, to feel like you’re part of something bigger.” That’s why people love Apple – because they feel connected to a vision, not just a piece of technology.
Key Takeaways from Our Discussion:
- Focus on Connection, Not Aesthetics: Branding is about making people feel something. If you’re only focused on design, you’re missing the heart of it.
- Values Over Visuals: Know what you stand for and let that guide everything you put out there. The rest – logos, taglines – will follow naturally.
- People Buy into Feelings, Not Just Products: Customers won’t connect with a brand just because it looks good. They’ll connect because it resonates with who they are.
Treat Every Customer Like They Matter (Because They Do)
One story from Virgilia really hit home. When she was working at Versace, a young guy walked in one day, interested in a high-end watch. Now, a lot of salespeople might have sized him up and thought, “This kid’s not buying.” But Virgilia? She spent 30 minutes showing him that watch. Her manager thought she was wasting time – but she didn’t see it that way. A few days later, the kid’s mom came in and bought two watches, all because of the experience her son had with Virgilia.
This story isn’t just about a big sale; it’s about what happens when you genuinely connect with people, regardless of who they are or what they can spend. Virgilia’s approach reminded me of the importance of respect and patience in business – every interaction matters because you never know who’s connected to who.
“I did spend those 30 minutes with that kid, and my manager gave me flak for it,” she said with a laugh. “But it ended up being a $15,000 sale. That moment taught me that branding isn’t just about the ‘big fish’ – it’s about treating everyone with the same respect.”
What I Learned from Her Experience:
- Time Spent with People Is Never Wasted: Even if someone doesn’t buy right away, your time with them can make an impression that leads to bigger things.
- Relationships Over Sales: People remember how you make them feel. If you make them feel valued, they’re more likely to come back – and bring others with them.
- Don’t Judge on Appearances: It’s easy to write someone off based on how they look. But you never know where they’re connected or what influence they have.
Reflections from the Interview
Talking with Virgilia got me thinking about how branding isn’t just a job – it’s a mindset. You don’t get to take a break from excellence if you want to build something meaningful. She gave examples of brands like Norma Kamali and how every step of their customer experience is seamless. For her, that’s the standard. Excellence isn’t something you can “switch on” when you feel like it; it’s a commitment.
One of Virgilia’s quotes that stuck with me was, “I want to be proud of myself every moment of my life. I don’t want to sit down and think, ‘I could have done better.’” That’s the essence of her approach – no excuses, no half-measures. Whether it’s a product package or a customer interaction, every detail should reflect your brand’s promise.
Here’s What I’m Taking Away:
- Branding Means Going All-In: There’s no halfway with branding. Every decision, every touchpoint, should align with who you say you are.
- Packaging Matters: The way your product arrives is part of your brand experience. Make sure it’s as thoughtful as the product itself.
- Stay Consistent: Consistency builds trust. If people see the same commitment in every interaction, they’ll believe in your brand.
- Understand the Full Picture: Dig deeper into who your customers are beyond just demographics. What do they care about? What makes them tick?
- Be Proud of What You’re Building: If you wouldn’t buy into your own brand, why should anyone else? Your passion and pride should be visible in every detail.
Final Thoughts
Virgilia’s story is a reminder that branding is as much about people as it is about products. Building a memorable brand isn’t about fancy graphics or catchy phrases. It’s about showing up consistently and authentically in a way that resonates. We talked a lot about trust – trust from your customers and trust in yourself to deliver your best every time. And let me tell you, it’s a lesson that sticks.
If you’re serious about building a brand that lasts, focus on the people you’re connecting with. Show them they’re not just a sale or a number. Every interaction counts, and if you approach branding that way, you’ll build something that people genuinely care about.
CONNECT WITH VIRGILIA VIRJOGHE:
Website (Company): https://www.vvglobalpartners.com/