Nicky Gathrite is illuminating the complexities of establishing thriving brands and maneuvering through the realm of social media. He is the founder of Elevate Agency. Elevate Agency was established with the core belief that influential individuals are key to shaping brand development, construction, and expansion. The aim is to assist customers in expanding their impact and reach through authentic, innovative, and enjoyable methods, while also helping brands connect with influential individuals to boost visibility and revenue.

Nicky, who comes from a sports and wealth management background, discussed his transition into brand building and agency creation. His journey started in college, where he used social media to build his personal brand while balancing his passion for football. After experiencing a career-altering injury that shifted his focus to wealth management, he transitioned to social media and brand building due to clients seeking his advice in that area.

“When you are building any brand, you really want to solve a problem. So if people are coming to you to solve a problem, that’s usually your calling in life. Because any brand that solves a problem is usually successful,” Gathrite explained.

Nicky’s strategy for brand building focuses on authenticity and creating value for the audience. Everyone is truly one-of-a-kind. Gathrite mentioned that they enjoy customizing things to fit a brand’s identity. He emphasizes the significance of providing tangible value to followers, making sure that every post or interaction contributes substance to the brand’s narrative. He proposes a well-rounded strategy to maintain audience engagement by offering a blend of business-related content, personal insights, and engaging material. This strategy focuses on building enduring connections with followers instead of pursuing fleeting interactions.

“That’s the reason why influencers have such devoted fans – they come across as very authentic,” Gathrite explained. He also mentioned that striving for perfection can actually be detrimental to both individuals and brands. It’s important for fans and followers to be able to connect with your story and journey. We all make mistakes because, in the end, we are all human. As the saying goes, “to err is human.”

“What benefits do I receive from continuing to purchase this content or product you are selling?” What will ensure my continued interest? When customers are deciding whether to invest their time or money in your online business, especially on social media, the key question is raised.

Nicky emphasizes the importance of authenticity and value in social media monetization. He warns about the importance of staying true to oneself when seeking brand partnerships, as viewers can easily detect dishonesty. It is crucial to match brand partnerships with the brand’s overall narrative and make sure that each collaboration benefits both the audience and the brand. By staying true to themselves and consistently providing value, influencers and brands can build trust and loyalty with their followers, creating long-term monetization possibilities.

“When it comes to brand deals, it depends on the route you want to go down. You have to make sure that something you put your face, image, and brand on one day doesn’t hinder something later for you in the future,” Gathrite explained.

Successfully managing brand deals and partnerships involves finding a balance between capitalizing on opportunities and maintaining the brand’s authenticity. Nicky suggests that clients carefully evaluate their short, medium, and long-term objectives before entering into any partnership. Aligning brand partnerships with specific goals and maintaining a consistent brand image across all engagements can help influencers and businesses smoothly transition and prevent issues that may come from mismatched partnerships. This strategic approach contributes to establishing a robust and cohesive brand identity that connects with the audience.

Switching to a new brand image or direction can pose challenges but also bring rewards for influencers and businesses. Nicky highlights the significance of involving followers in the rebranding process through transparency and inclusivity. Involving the audience in decisions, sharing insights into the brand’s evolution, and staying true to the core values can help influencers minimize the risk of losing followers during a brand transition. This strategy builds trust, authenticity, and engagement, establishing a strong foundation for a rebranding plan that connects with the audience and promotes long-term growth.

His expertise provides valuable guidance on navigating the complexities of brand building and monetization in a social media-driven world where brands are shaped and consumer behavior is influenced. Emphasizing authenticity, value creation, and audience engagement allows influencers and businesses to build a solid brand presence, create meaningful connections with their followers, and discover new opportunities for growth and success in the constantly changing digital world.

Photos Courtesy of Elevate Agency