What is it about a strong brand that will improve your business and make selling easier? A strong brand can: ensure a lasting customer relationship based on trust, tell customers why you are different and why they should buy from you, improve recognition in a cluttered marketplace, increase the ability to command a premium, provide a point of difference between similar products [...]
Having worked in several marketing departments I have seen firsthand how adversarial the relationship between sales and marketing can be. Neither gives the other much respect, with common comments on bloated budgets, reckless spending and that they “just don’t understand us.” While entrenched in a corporate marketing environment I have done my share of the [...]
If you say one thing but do another, or look and act differently each time a person interacts with you, you’re diminishing their trust. This is a given for personal relationships but it also applies to your business relationships. Brand trust is earned – it’s really that simple Ask any sales person and they’ll tell [...]
I recently read an article on branding in the Financial Post that talked about how an effective brand will be consistent throughout the entire customer experience, from the moment of first contact until the product is consumed. I wholeheartedly believe this is true but frequently see examples where companies fail. Often a company will focus [...]
