Why boosting your brand brings in customers, revenues

When you see an inbound call from a familiar company or brand name, you’re more inclined to answer the call. Business owners know this, and salespeople long for this advantage.

Sales is a brutally competitive, uphill battle in this day and age. Why discourage your team by pushing them to climb steeper hills? Help them level the playing field by investing in your brand and executing a targeted marketing plan.

Creating strategic brand awareness is the best investment you will ever make in your business. Name one initiative that brings in customers and revenues better than being well known for what you do best.

Better mousetrap?

“Build a better mousetrap and the world will beat a path to your door.” This is only true when people believe that your mousetrap is better, and they have to find out about it first!

The more you authentically communicate your value proposition in the market, the better your “mousetrap” is perceived by potential customers. Once you have established a high-quality perception, prospects’ doors open much easier. Your outbound emails and phone calls have not only a fighting chance but a likelihood of being answered or returned.

Sales pay dirt

If your brand carries sway, your prospective customer is either curious, willing or eager to answer their phone when you or your team call them. This is sales pay dirt. It’s the magic merger that takes companies to the next level and improves lifestyles.

Grow your business in 90 days

Once you make the decision to invest in your brand to boost sales, you need to remain committed and stay the course. Within about 90 days (usually less) of implementing a new branding campaign, you should start seeing profitable results.

Sequencing looks something like this:

1. Create or refresh your brand with the focus on unique value — include both visual and verbal elements. (30 days)

2. Produce branded marketing communications right away — Don’t worry about perfection at this point! you can easily start with a landing page, an email blast, a press release, a postcard or just a flyer. (45 days)

3. Develop a media and direct marketing strategy — use your proven, go-to channels and carefully consider adding new, targeted media. Apply tracking code to your digital communications and utilize your platforms’ analytics to monitor engagement. (60 days)

4. Launch and implement a marketing/advertising campaign according to an appropriate frequency schedule – stick to a consistent brand theme and keep reinforcing your core value proposition in creative ways. (75 days)

5. Make copious targeted sales calls to prospects in your database — prioritize people you identify engaging with your campaign. Email platforms and social media tracking tools make this easy. There are even certain marketing automation programs with tracking codes that can identify individuals who visit your landing pages. And remember, this is sales. Be persistent! (90 days) This simple five-part strategy should be implemented in a continually repeated manner except for step 1.

Your sales team should always be prospecting and making calls with or without a rigorous marketing campaign. However, those who sell for leading brands enjoy more answered phones and open doors while the unknown, me-too reps deal with voicemail greetings and declined meeting requests.

Become a leading brand in your market, and simply sell more!

Chuck Sink, a brand strategist, writer and owner of Chuck Sink Link, can be reached through chucksink.com.