Brand? What Is It?
A brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer.
If you have strong marketing efforts, your prospects will likely be exposed to key brand channels long before speaking to an actual team member. These brand channels include the website, collateral, social media, advertisements and any other subsequent materials that bring exposure to new audiences.
Branding Speaks To Your Prospects
How each of these brand channels is designed ultimately determines how a company is perceived on the market. From logo concepts and color psychology to key messaging and style guides, every aspect of the branding needs to be cohesive and aligned with the core values of the company.
The most common weakness we see with our clients is a misalignment with branding and capability. Many of our clients come to us with extremely successful businesses accompanied by proven quality but haven’t translated that into their brand.
This gap has significant impacts on a business’ ability to not only build pipeline but also to close deals. For example, you might have an amazing sales presentation that leaves prospects dazzled, but if you follow up with a second-rate, dated proposal it could leave them scratching their heads.
Keep It Consistent
If you’ve ever been involved in a business development role, you know that most of your prospects will test you at every level to validate your proposition. If everything doesn’t line up, the deal could slip.
We stress again and again the importance of cohesion and accuracy across our marketing strategies, particularly in the branding section, as this affects all customer-facing channels.
How Will You Know When You've Achieved Great Branding?
You won’t have to guess. Your prospects will tell you because they will be proud to do business with someone who represents the same level of quality inside and outside of the business. From personality traits and attributes to brand promises and visual appeal, the branding will ensure your prospects feel as though they know you before they’ve even met you.
