Many companies struggle to see the relationship between branding and sales. Our minds don’t naturally draw lines of synchronicity between these seemingly unrelated areas. In fact, they are often viewed as completely different aspects of a business. But… this is not the case.

Branding is one of the most effective strategies a business can employ to connect with its target consumer and increase sales and revenue and through aesthetics, enhance its core value proposition and pricing strategy. The recent launch of the iPhone X or 10 is proof of this. Not only are the devices themselves premium, but Apple has developed a brand, known for quality, innovation and being ‘hip’ (we dare you to tell an iPhone owner anything otherwise…it won’t be pretty).

iPhone X launch event in Cupertino, California, U.S. September 12, 2017. REUTERS/Stephen Lam

Apple comfortably charges more than double of many retail mobile devices because of this brand. To put it simply, it’s perceived to be a premium brand and the market accepts this supposition. Companies, individuals and organizations have a lot to benefit from solidifying a powerful and more importantly, consistent brand. We have outlined three of these useful advantages below:

1) It Sets Your Business Apart

Marketing, or brand positioning in the marketplace, is very important for brand visibility and awareness. It helps to make your business more unique and memorable. This directly affects sales. The more control marketers have on the positioning and perception of their brand, the more they can control their pricing. (Remember our Apple example above?)

Capturing the attention of consumers in an increasingly competitive global marketplace becomes even more difficult if your brand and related products do not stand out. Another example of this internationally is Nike, which has one of the most recognisable logos in the world and a slogan that is easy to connect with – equally world-renowned. Nike has utilised exclusive deals with celebrities such as Michael Jordan and Kobe Bryant to represent their brand, and, by creating these exclusive associations, has also carved out a unique market position for itself, which makes both its brand and product more desirable and valuable.

2) Creates Trust Through Consistency

Consumers only recommend brands that they trust, and one of the biggest considerations for trust is consistency. A carefully constructed branding strategy with strict brand guidelines facilitates consistency and credibility, which is how relationships, and eventually trust between your customers and your company is built. Additionally, a brand is everything about your company that a customer experiences, so with each good experience, their trust in your product is reinforced. This is why the credibility of a product or service is usually dictated by its branding.  

3)  Builds And Maintains Loyalty

There is a proven saying about business sales, “It’s cheaper to get past customers to purchase again than it is to find new customers”. Not only is it more affordable, it is also much easier to achieve due to the creation of trust, which good branding helps to foster. By building loyalty through a consistent brand experience, you will not only help to drive baseline revenue through consistent sales but also acquire customers who will become advocates for your business and brand. Advertising and marketing are, of course, very useful and highly effective strategies that you must have to ensure your business keeps generating new leads; an outstanding (and FREE) word-of-mouth team advocating for your brand within their own networks? Priceless.

And like Nike, we think you should just do it! The good news is social media makes it easier than ever to build, sustain and enhance a brand’s position in the marketplace. It serves as a great equalizer, as even a small brand can achieve viral fame. Though there is a method to the madness.

Early next month we will be hosting a workshop where these methods to effectively and efficiently grow your business and brand appeal through social media will be shared.

Sign up now and get ready to master social media today!


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