What does your brand say?
I was invited to a public seminar a couple of weeks ago and shared the speaker’s platform with a well-known marketing guru. My topic was on Personal Branding-How to Create a Brand of your Own. Branding is important because it creates a difference, without which you and I become a commodity.
What does “branding” mean to you? Jeffrey Gittomer, one of the leading sales guru in the world today, has something to say about this. I attended his seminar held in San Francisco many years ago and he gave me permission to share this.
Jeffrey says: Growing up in the ’50s and ’60s, I still have a vision of hot branding irons in a coal or wood fire, and some rancher roping a steer or a horse and pushing the red hot “branding iron” against their skin, to make sure the name of their ranch was “branded” on the animal. OUCH! But, the brand was on the animal forever.
In today’s marketplace, that’s what all brand makers and brand sellers seek to achieve. Get their name or product emblazoned on the mind of the buyer, and keep it there, permanently.
One problem. Just because you “know the brand” or “remember the brand” does not mean you’re going to BUY it. And the reality is, if I know it and recognize it, but I don’t buy it, then all the money spent on branding is wasted. OUCH! And Gittomer is right.
In my own business experience, the one thing that has been clear to me is that marketing and advertising people are not salespeople. Many advertising people are only after the creative aspect of what they do and to win awards. Business people are all about wanting to hear the cash register rings. And so the great divide.
The power of marketing is to be able to convert awareness and recognition to purchase.
Gittomer gives a list of the needed “be’s” of branding to make a sale: Be likeable. Be believable. Be available. Be attractive. Be friendly. Be service-oriented. Be first class. Be consistent. Be reputable. Be desirable. Be trustworthy. Be top quality. Be easy to do business with. Be “buzzable.” (Are they “spreading the word?”) The secret is to have a sales team that can convey and convert the branding message in terms of the buyer (the user, the customer), and get them to buy.
Brand is not just about becoming known and shouting your name. You have to back it up with the elements of quality, consistency, customer focus, customer help, response, service, and customer attraction. Then throw in a dose of fun so that the customer BUYS!
When someone sees your brand, or your ad, what do you want them to think? What are they thinking now?
When someone talks about your brand, what do you want them to say? What are they saying now?
When someone sees your ad, or your product, what do you want them to do? What are they doing now?
The (hard) answers to these six questions are the reality of your brand, your reputation, and your ability to make sales.
If you’re looking to brand, get known, build a reputation, AND make sales, you only have to: Study your local market. Look at the global market for other ideas. Listen to the voice of your present customers. Study creativity. Build a customer-focused message. Back it with quality and deeds. Dedicate your people to friendly service. And create the atmosphere where people want to, and are able to BUY.
Light the fire. Get the branding iron hot. Burn your brand on the mind and wallet of your customer. But be prepared to sell when they get there–or be prepared to lose to someone who is.
Jeffrey Gittomer is right. At the end of the day, it is not what you say, but what people say about your brand that matters. Testimonials are the most effective means of marketing.
(Bestselling book author Todd Henry, Francis Kong, Vic Gregorio and company will discuss passion, productivity and purpose in this year’s most exciting conference “Die Empty” on Nov. 9 at Samsung Hall, SM Aura. For registration or inquiries contact April at +63928-559-1798)