Showing Appreciation is Good for Business

Oscar-statues-001Watching the Academy Awards last night, I was struck with the awesomeness of the acceptance speeches and the genuine gratitude the winners expressed. Winning an Oscar can be a huge boost to an Actors’ personal brand and earning potential, for sure, and on this night they are at the height of their fame. Hearing them express gratitude and thanks to those who have touched their lives and to those who have helped them along the way was truly inspiring.

Businesses can benefit greatly from adopting this “attitude of gratitude” and if I had to pick one thing that can have the biggest impact on business, I’d say gratitude tops the list. This quote sums it up perfectly:

“At times our own light goes out and is rekindled by a spark from another person. Each of us has cause to think with deep gratitude of those who have lighted the flame within us.” –Albert Schweitzer 

As a brand, we want to be perceived positively by consumers. It’s necessary before being memorable, engaged or advocated for.

The more deep gratitude and appreciation you show as a brand, whether it’s your personal brand or business, for every contribution no matter how small, the more love, support and success will come your way.

That said, it’s super important to demonstrate gratitude and to acknowledge the people that have helped you get where you are. This was demonstrated during the awards ceremony last night perfectly by Best Supporting Actor winner Jared Leto, snagging the coveted golden statue for his riveting role in Dallas Buyers Club, who not only thanked his single mom for teaching him to dream, but also the 36 million people what have lost the battle to aids.

“And this is for the 36 million people who have lost the battle to Aids and to those of you out there who have ever felt injustice because of who you are or who you love, tonight I stand here in front of the world with you and for you. Thank you so much and goodnight,” –Jared Leto.

It just doesn’t get much better than that.

Gratitude Helps Build Consumer Confidence and Trust.

How do you stand out in someone’s mind? How do you engage and inspire them to speak positively on your behalf? To inspire your audiences to risk their reputation and advocate for you, you must demonstrate that you are worthy. There’s no better way to build trust and consumer confidence than to incorporate gratitude into your brand communication plan. Appreciation and acknowledgement can go a long way in building brand advocates who will not only love you, like we all loved Jared last night, but who will sing your praises as well.

Say a Sincere, Authentic Thank You!

There’s nothing like the unexpected, genuine, sincere thank you. So, the next time you have the chance to express gratitude, go for it! It’s good for your business.

April Neill is a brand strategist, lifelong entrepreneur and founder/CEO of April Neill Public Relations, a boutique public relations firm serving small businesses and non-profits in Chicagoland. You can find April online at or at
April Neill Public Relations is passionate about helping small businesses position themselves as experts in their industry. We offer a complimentary 30-minute in-person or phone consultation. Email to make your appointment today or call (312) 772-3832 for more information.

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