Brand power saves the day!
You’ve done the dirty work; peddled products and services, provided studies about the greatness of your products, given away promotional hats and so on…You’ve done all the selling you can and the customer interest needle has barely moved. What else is left to do? It is now time to make the big sale! Break the glass and sell brand!
Selling Products vs. Branding
There’s a fine line but both are selling in the basic sense that you are promoting the merits of something for the benefit of your business and your customer. When selling a product it’s usually clear what is being sold. For instance a company that advertises a variety of delicious submarine sandwiches and “fixin’s” is clearly selling you submarine sandwiches...and guacamole perhaps…
But how about the same company showing a commercial that talks about the healthy nature of their ingredients and their dedication to quality while showing you images such as athletes exercising, glamorous exterior shots of the restaurant and proud workers standing shoulder to shoulder with the CEO. This unnamed company has just sold you their brand! Well played you say...Indeed.
In the process of selling you their brand they have likely increased your trust in them exponentially. Once an audience buys into what a company stands for in regard to their values, their image and how they do business that audience is ready to give the products the benefit of the doubt. At this point they just need to be made aware of what your current products are and how they match their needs. Your job now is to showcase the product merits through video, print, web and so forth for the purpose of informing customers.
The Big Finish
Once you sell brand, it increases customer confidence in your actual products. Conversely your products and services must live up to the brand promise to maintain loyalty…or things will get messy.