Brand Building creates connections with customers and prospects through:
Enterprise & Product Naming
Visual Identity Design
Company Culture
Brand Advertising
Strategic Organic Content
Sponsorships
Collaborations
Public Relations
Philanthropy
Pricing Strategy
Product Development
Search Engine Marketing
Performance Selling
Email Campaigns
Sales and Sales Enablement
Special Offers and Sales Promos
Features & Benefits Messaging
Product Merchandising
Sales and marketing make compelling offers at the right time to close the sale through:
1
Every business needs two things to grow:
Connect with more potential customers.
2
Give them reasons to
buy more, more often.
To move sales forward, you must connect and sell, connect and sell, connect and sell...
Paddling too much on either side causes your business to swirl
Most businesses tend to paddle too much on the 'Sell' side of the kayak because they perceive selling as more immediate, tangible, and measurable.
Underemphasizing brand building impedes message relevance, invites competition, and promotes commodification, ultimately causing your business to hit a ceiling.
Brand building makes your business relevant before the customer is in shopping mode.
At any given moment, all potential buyers fall along a purchase continuum from 'no intent' to 'buy.' As is human nature, consumers willingly pay attention only to content and messages that are relevant to them at the moment. Selling messages aren't relevant to target customers who aren't in a shopping mode. For them, communicating features and benefits go in one ear and out the other. Similarly, connecting messages aren't relevant to shoppers who want product info.
Businesses win top-of-mind by emotionally connecting with their target customer when they're not yet in a buying mode. When they do enter the shopping mode, most customers start by directly seeking out the business that first comes to mind. Waiting to connect when the customer begins shopping not only puts a company at a disadvantage but also invites more competition, which forces prices down and commodifies a business's product and brand.