Does your business have a strategic plan with marketing goals?

Many businesses that have goals for their marketing efforts that look something like this:

  • Estabilish a company brand image in prospect’s mind and general public’s mind
  • Build awareness of a specific product or service from the company
  • Get potential customers to start into the sales process

Why would you want to do branding before just creating awareness of a product or service?  Why not just leap to getting a potential customer into the sales process? 

Branding helps with marketing in so many ways. You don’t have to explain your philosophy on customer service every time you want a customer to investigate your product or service. Having someone who is already familiar with your company and knows and trusts the products and services make each sale so much easier.

Jumping directly into the sales process ignores the lead up. It’s like asking someone to marry you on a blind date. You skipped the “getting to know you” process.

Tracking the leads measures the second goal. Measuring awareness and image is extremely important but a lot harder than just looking at the revenue stream or lead chart. Both are important.

Are You Using Branding to Help Meet Your Marketing Goals?

2 thoughts on “Are You Using Branding to Help Meet Your Marketing Goals?

  • Tuesday, February 17, 2009 at 12:34 am

    Good day to you Chris,

    I just want to confirm what you are writing here. You’re saying that a companies brand is like the “getting to know you stage” of the business process?

    If that is what you are saying I understand your point and would also like to add that from my experience in brand consulting that some of the most successful brand projects I have worked on are with companies that already clearly know and understand who their customers or potential leads are.

    That is why I often promote developing a “dynamic brand identity” so that it can adjust and be developed as you get to know your customers and target market better.

    This doesn’t mean that the brand keeps changing but it does mean that there is always flexibility and it can get adjusted according to decided factors.

    Have a good one,


  • Monday, February 23, 2009 at 11:46 am

    Great advice. Too many businesses start by asking WHAT should I do instead of HOW should I do it or WHY should I do it.

    If you start with WHAT, it’s easy to be a commodity. The HOW and the WHY are the meat and ‘taters of brand management.


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