Let me tell you the THREE most important things you need to understand from the perspective of Facebook ads when it comes to building a brand!  There’s no time better than now to get started with a direct-to-consumer brand. However one of the biggest issues the people face is difficulty is brand building.  One of the things that we need to keep in mind is that a product or a service is not a brand. A brand has an identity. What is your identity? Why should somebody pay you money more than once?  There are a lot of people in the world, and many entrepreneurs are trying to do the exact same thing that you’re doing.  What you should be asking yourself is why you are special, and what business model do you have that can best take advantage of the attention you are getting?  Some of the most important things that we need to remember when developing a brand are all about generating retention and positive sentiment. Very very rarely do any brands exist and grow successfully without having a long-standing relationship with their customer.  So when we’re using Facebook ads to build brands, very often we have to remember that the duty of the ad is not specifically to build the brand but rather to amplify the beginning of a successful customer journey.  There are a lot of factors that go into building successful businesses, and one of the most, if not the most, vital pieces is the business model. You cannot be scaling your brand when you have to spend money to acquire every penny of revenue.  With that said, the three very important things to remember––our basic core elements––are the following:   Vertical integration,  The customer journey  Retention/LTV.  What separates a good marketer from a successful business owner is the ability to take your head out of the work and appreciate the landscape while planning for long-term success.  One of the most widely misunderstood disciplines is the allocation of workload.  It takes about the same amount of work to stabilize and scale a single effort any day as it does to generate new efforts that are sustainable.  The real trick is to figure out what is worth my time to micromanage and what is valuable to do––even if it’s not perfect––because even “good enough” expands the scope of the business in a meaningful way.  What we need to focus on when trying to be successful at building a brand is balancing short-term needs for long-term growth.