Strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths. By making intelligence visible, effective identity seeks to communicate a company’s unique value proposition. Designing Brand Identity
It doesn’t matter what type of organisation yours is, whether large box shifting conglomerate or small nonprofit, you need to make sales. We can quibble over the language, but every organisation is looking to reach a target audience and get them to do something. Whether that is buy a product or service, or support a cause, for the purpose of branding we can lump it under the umbrella term: sales. We all need them. They are, in whatever shape they come, the reason for the existence of an organisation.
In this, part three of three in our ‘reasons to invest in brand identity series (parts one and two), we take a look at how investment in branding can help make those sales.
Potential customers make no distinction between which parts of an organisations they deal with. Advertising collateral, customer service and sales (to name a few touchpoints) all revolve around communication, and all have the potential to make or break the relationship a customer has with an organisation. The brand of an organisation should be the overarching strategy behind all of that communication, and that includes sales. In this sense, brand is sales: a brand is only as good as its ability to attract, convert and retain an audience.
Effective branding creates trust and can make it easier to sell a product to customers. Good branding is successful communication, as the right kind of branding can steer us toward the brands that are reflections of our beliefs and values, or even the products or services that we may otherwise not have been looking for.
Ineffective branding, often a result of a lack of investment, can have the opposite effect. When your potential customer goes through your communications (your website, emails, phone conversations, sales teams, advertising etc), and doesn’t find consistency, the entire relationship, no matter what stage it is in, is thrown into jeopardy.
In the ongoing process of creating an effective brand, one that is interesting and trustworthy, marketing departments open the door for sales. The more interested and trusting the audience is, the more inclined they will be to take that sales call/product demo. The power of effective brand identity is that it enables positive relationships with potential customers, and as such the onus on investment in brand identity is clear. Investment in brand identity helps make the organisation, its products and services, easier to sell and to represent.