The Blatant Truth Weblog

The Not So New Phenomenon Known As Branding

I’ve been in business for more than 20 years and during that time have worked with hundreds of companies across pretty much every vertical and in organizations large and small.

Back in the day my clients hardly (Mmmm, perhaps never) said the word “brand” but in our sales strategy meetings we talked about:

• Why do customers buy from you versus your competition?
• What do people say when they talk about your product/service?
• What’s the perception of your company?
• What makes your company different?
• How do you improve your customer’s situation / experience?

And so on.

The word brand wasn’t mentioned but what I do know is that we drilled down on much of what is discussed in today’s branding sessions.

So what’s my point?  Simple.

It is logical that a strong, well-respected brand should help to increase sales. Yes, should help, but cannot guarantee, greater sales. Why?  Well that’s simple too.

Having a strong brand doesn’t ensure that a tightly aligned sales process is in place or that the folks that are tasked with going out and bringing in the business are even competent to do so.  It doesn’t ensure that sales conversations with potential customers will be done exquisitely and with finesse.

Want to be successful?

Develop your brand but make sure that the folks involved with actually “selling” the products (or services, it hardly makes a difference) are actually ready to perform at the highest level and that the infrastructure is in place to support them.

Really want ROI from your branding efforts? Make sure that you’re paying an equal amount of attention to the sales component as well as to branding and marketing.

Bridge the gap and be more profitable. Really.