In a recent post called There’s more to sales than marketing a brand by Jeffrey Gitomer says:
Just because you know a brand name doesn’t mean you’re going to buy it. And if I know the brand but don’t buy it, then all the money spent on branding was wasted.
I’m not sure I agree. I know a lot of brands that I wouldn’t buy for myself, but would perhaps buy for my kids or my husband or my parents. Using branding to build awareness makes the on-going marketing to keeping the product/service fresh in the potential buyers mind much less expensive. It’s just a reminder, instead of an introduction, explanation, and the entire value proposition.
Branding lets you talk shorthand to prospects. (I know, shorthand is an OLD, OLD phrase. What I mean is communicate in an abbreviated or symbolic form.)
Of course there is more to sales than marketing. But branding really helps marketing, which in turn really helps sales.
Thanks to Mark True at REL for bringing this post to my attention. By the way, I agree with you Mark. Branding is not the logo. And a logo is not branding. But often that’s the most visual, visible part, so people get confused.
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