How Frenemies Benefit Your Brand

An inevitable side-effect of success is having to deal with those who wish you had a little less of it. As we grow and change within our professional journey, it’s natural to develop relationships with those who keep their friends close and their enemies even closer.

The ‘frenemy’ relationship has become an unavoidable staple to long-term business growth. That said, engaging with frenemies can be draining, and often, it may feel pointless. But alas, I offer you a silver lining! Dealing with the bozos you secretly (or not-so-secretly) loathe can actually benefit your personal brand.

From a brand and business perspective, it’s better to have frenemies than no enemies at all. Here’s how to leverage those fickle relationships for overall brand growth.

Mirror, mirror. If for nothing else, frenemies are great at helping you identify your brand’s strengths and weaknesses. How you feel when you interact with or view your frenemies’ content can provide valuable insights into how you can grow as an individual.

Goals are great. The frenemy relationship usually develops because one person views the other as personal and/or professional competition. Pick something about each of your frenemies’ brand that you actually admire and develop a plan to do it better, faster, or more efficiently. Avoid superficial things like being more attractive or attending swankier social events. Keep your goals to something that’s mentally healthy and attainable.

Free market research. The reality is, you’re watching your frenemies just as much as they’re watching you; and their engagement via your social media platforms is one of your most important analytics. Keeping mental tabs on which social media posts they like, avoid, and copy is some of the best market research you can do. Conversely, their posts and the associated engagement with each provides you with insight into what’s resonating with a larger audience that you likely share.

Mandated positivity. Remaining positive and supportive (even if it’s forced) is always a good look. Your frenemies may not like everything you do, but like your mother used to say, “two wrongs don’t make a right!” Engage with your frenemies as if they were real friends or colleagues, i.e. like their posts, applaud their successes, even offer to collaborate with them. It’s really hard for them to dislike someone who consistently demonstrates goodwill.

Know you’ll always have an audience. Aside from your parents and perhaps a creepy ex, your frenemies are likely the key consumers of your brand. They honestly can’t help themselves! So just when you think no one out there is paying attention, don’t worry, your frenemies are.