There’s always a point in the life of a business when branding becomes a priority. Specifically, in times of major transformation.
However, there’s no denying that many businesses struggle to see a direct link between branding and sales.
This is because we don’t naturally connect these two seemingly completely different fields.
But branding and sales have a lot more in common than you think. Branding can help attract and retain clients at every stage of the customer journey. It can also help from the initial lead generation stage to repeat business.
By differentiating yourself effectively from your competitors, you’ll get more visibility, more leads, and ultimately more sales.
But that’s not all branding can do. Some businesses might see branding as merely owning a fancy logo or tagline, but it can actually go a long way helping to generate sales.
You’ve likely heard the terms “brand loyalty” or “brand trust” being thrown around, but they’re not just phrases used for fun. On the contrary, they actually play a huge part in the customer journey and the buying decision.
Put yourself in the position of a consumer - you’re looking for personalised gifts for a friend or loved one and come across two brands. You recognise one of them straight away and know they are well-known for their quality service and unique proposition. On the other hand, the other one has little to no positioning, lack of consistency and isn’t clear with its message. Which one are you likely to go for?
See, the second brand could’ve had some amazing and unique products, but due to its lack of branding, it isn’t as trusted as the first. Thus, it loses out on both sales and a potential customer.
Loyalty is also an important factor, because not only is it important to gain trust, but also loyalty so that your customers will buy from you again. In this case, you should focus on offering a positive brand experience. A good brand experience will generate consistent sales through positive word-of-mouth from advocates of your brand. So you’ll find that branding and sales are actually more related than you think, and a good branding strategy will come a long way in generating revenue.
The brand performance scorecard
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