Sales and Branding whats the link?...part 2...
- Steve Fleetwood
- Aug 21
- 4 min read
Extract from our book: "The Genius Entrepreneur" - Sales Edition (now available at Amazon)...
The stronger your brand the easier it is to sell!...So how do you develop your brand?....Recognition is key, ease of remembrance and association. It can be a logo, a catchy tune, or an experience.
You must consider your brand (Optics, position, and perception to the market) and its alignment to your business’s experience exchange with the market for your particular product and service.
The stronger and well known the brand the easier sales will become.
Let’s make sure we have the basics of brand building and foundations in place. As it could be counterproductive to invest time, energy, resources into your sales plan if your brand is underdeveloped or not aligned. Let’s utilise the principle of:
Brand Power to Market Power to Earnings Power (Past, Present and Future Sales, strength of margins, free cash flow etc) to Social Empowerment as the continuum and foundational axiom.
You may have an extraordinarily strong personality or charisma or drive, and thus not put too much effort in brand development. However, at a certain stage of business development you will be required to develop your Brand Power, otherwise, you will be “leaving money on the table”, or my favourite “missing treasure chests in your forest” (your market).
When I started my Investment advisor business, we developed our brand slowly and it evolved from “Balancing your investment and insurance needs” with a justice scales symbol (early 90’s), through many iterations to finally, “Advice for Life” with gold stacked coins as our symbol (I wanted stacked gold bars, but was convinced with our graphic design artist at the time, coins would be better!).
However, when we became aligned with one of countries best boutique Investment advisory firms who were the only ones that had their own secondary stock exchange. We grew very quickly due to the association and higher brand development (and national awareness), integrity and thus had more credibility within the marketplace.
I was very young, and unfortunately (fortunate now I am into my 50’s, and my uni students say I look between 32-45) looked very young, so every second interview with a new client I received “How long have you been doing this for?”.
Warren Buffet received the same treatment when starting his limited partnerships in his 20’s, after his pitch to new clients for his LLP (limited liability partnerships for new capital invested).
“What does your DAD think?” …(who was a successful broker).
So, Brand perception and optics first, then deliver on expectations is paramount. Let’s Build your Brand whilst utilising Blue Ocean Strategy of Innovative Value, so your sales quickly improve! i.e.,
“Brand Power to Market Power to Earnings Power”.
The actual firing in your consumers mind is important, so that it is remember-able and has consistent expectation. It reduces the selling skill required, but increases the expectations! Whether it be quality, service times, tastes, innovation and so on...
Work backwards and forwards with your target market...with needs based, wants and desires. And the intangible of whats the essence of your business to market...
e.g. "safety".."convenience".."value".."status"..."Experience"... and so on. See future chapter 5, with the
7 sensitivities of ALL buyers and ALL markets!
We will go through all the sensitivities in detail and begin a marketing plan with your clients/customers sensitivities weighted and valued!
We have now included "Our Portfolio" section for your perusal!...giving you our REAL World clients examples of their challenges and opportunities!...And how we quickly developed, improved and grew their company.
We are compiling and formulating our public workshops-courses that are only for our private clients for Public availability (12 weeks long, I will be running the initial courses) !...You will have 3 options available:
3 options:
1/ The Gold option of 1 hour per week over 12 weeks for material content, learning and relevant application,
2/ The Platinum option with an extra hour with myself after for private consulting and coaching, in a group setting,
And now (after feedback), OR
3/ The Diamond option, an extra hour with myself privately for tailored and bespoke consulting and coaching in a singular setting with times negotiated with your timetable. This will be the premium service for the course!
You will be able to talk with, mingle and network with some very successful business entrepreneurs, owners, CEO's and board members!..
And of course, improve your business rapidly!
Our complete Edition of "The Genius Entrepreneur"-Sales Edition is in final development. With step by step instructions how to develop your own Blue Ocean Strategy, Leadership skills and new talent with many more unique insights and successful applications for Top LINE Revenue Sales generation!
Contact Star for a consult with our MBA+ consultants....for fast development, improvement, and growth in Sales, marketing, leadership, and culture.....
If you wish a consult with myself, I have a 30+ day wait (no discount though), but still accessible!
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