Do you warm up your audience with a branding for profits strategy - before your first sales call? Think about this from a buyer’s perspective. Whether it’s a call from a salesman or you’re walking by a booth at a trade show, during that instant of initial contact there’s a good chance you’re thinking, "who is this company and why should I care?"
We’ve all had the challenge of facing a customer for the first time that is skeptical. It sure would be nice to walk through their door and have them happy to see you during that first visit. That will happen when you create marketing branding strategies when you look at your audience in human terms. You’ll have a distinct edge over your competitors and sales will fly high.
But how do you make this happen? It’s more than creating a wonderful logo and tagline that communicates your value - what your company is all about - but that’s part of it. You need both a well-developed "personality" and a way to pre-sell or warm up your target audience.
The trick is to begin promoting yourself before you walk through the prospect’s door.
Competitive Edge Dynamics
Many years ago the McGraw-Hill Publishing Company wanted to sell more advertising in their magazines and came out with an ad focused on marketers. The message was simple and incredibly effective. There was a photo of a grumpy looking man and only these words:
I don't know who you are.
I don't know your company.
I don't know your company's product.
I don't know what your company stands for.
I don't know your company's customers.
I don't know your company's record.
I don't know your company's reputation.
Now - what was it you wanted to sell me?
This is what you’re up against! There are many benefits of branding for profits. But high on the list is creating a positive image in the mind of your prospect – ahead of your first meeting.
The original intent of this ad was to support the need to strengthen brand awareness and establish a brand personality - before the sale - using traditional advertising. In today’s world, to be successful you have to take this one step further. With all the noise from the Web, email, and competition, branding for profits requires a marketing branding strategies action plan, your building blocks of competitive advantage.
Why Should I Bother Listening To You?
There are many concrete steps to take no matter your industry, what type of product or service your sell, or how complex your marketing cycle is. The following ideas are easy to implement - and low cost too! These will help you to have an answer to: "Why should I take a risk and spend part of my budget with you?"
Before you create a marketing branding strategies think about the competitive edge dynamics you’d like to achieve. You’ll reap the benefits of branding for profits by building this mindset into your daily activities. Make your company familiar and respected and that recognition will help to build sales.
That’s the power of branding for profits.
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