“Simply put, your brand is your promise to your customer.”

-John Williams in his article “The Basics of Branding”

As potential customers encounter your products, packaging, promotions, etc., their perception of your company changes. They begin to form expectations about the quality, price, and service that your company provides even before placing an order. What is your brand saying to your customers?

(Click here to learn more about Defining Your Brand)

A generic looking sales tool often seems like the most cost-effective option. It includes the desired content in a portable and well-organized manner with the brand name stamped on the front.

(Click here to learn why competing to have the lowest prices is dangerous)

Unfortunately, those generic looking sales tools are going to cost you more in the long run because they will lose sales and cheapen your brand. Why? The book Business Market Management: Understanding, Creating, and Delivering Value argues that customers give preference to stronger branding:

  • Greater willingness to try a product
  • Less time needed to close the sale of an offering
  • Greater likelihood that the product is purchased
  • Willingness to award a larger share of purchase requirement
  • Willingness to pay a premium price
  • Less sensitive in regard to price increase
  • Less inducement to try a competitive offering

In fewer words, if you’d like customers to give your company preference, invest in your brand with well-designed, high-quality sales tools.

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