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Branding has been utilized by companies of all types and sizes to achieve different goals. From establishing yourself as an authority to building loyalty in your audience, branding can be a truly powerful tool when it comes to marketing. In addition to that, branding can be used to maximize your efforts and increase your sales.
That being said, the influence of branding on your sales is not always a direct one. Some of the things you do as a part of your branding strategy will only indirectly impact your sales. Yet, your strategy can still be incredibly effective. Hence, here’s the ultimate guide on how strong branding can help increase sales.
So, what exactly is branding and why do you need it? To put it simply, branding is all about how you define your brand and how you create a particular brand image with the help of your marketing. Branding is important for presenting your business in a particular way both to your customers and to your competitors.
Most importantly, branding is not just your name and logo. It’s an amalgamation of all the techniques you use to position your brand in some way. It helps you connect with your audience and build trust and loyalty. Through this trust and loyalty, you can attract new customers and make current customers return to you again and again. This, in turn, increases your sales. What follows are some branding techniques you can use to increase sales:
Some of the most powerful tools you can use for branding are storytelling and personification. The two work in tandem to humanize your business and make your brand image more relatable to your audience. They can help you create a distinctive brand identity and tell stories that will connect you to your audience.
Storytelling can be used pretty much in anything you do. At the same time, it’s crucial for your storytelling to reflect your brand mission, vision, and values. When you increase brand awareness through your storytelling, you’ll want your audience to know that your brand stands for certain themes (e.g. “quality” or “accessibility”) and supports certain causes (e.g. environmentalism reflected in the eco-friendliness of your products).
Likewise, personification can help you create the human version of your brand. Customers easier get attached to such humanized brand representations. You can use personification literally by having a mascot that you use for branding or you can create a particular persona for your branding. Define your brand voice and use it consistently to represent this persona in your marketing activities.
Another interesting branding technique you can use is focusing on a niche audience. Instead of trying to reach as many potential customers as you can, you can choose to work with a narrower set of prospects and focus on them specifically. By choosing such a small niche, you will be able to brand yourself in a particular way that will appeal to this segment of your audience you have chosen.
Chloe Griffin, an expert from the top sites for writing reviews, explains it this way, “When you work with a smaller set of potential customers, it’s easier to create a brand image that pretty much perfectly fits their expectations. In other words, you can truly make them fall in love with your brand because of how well it corresponds to your customers’ needs, interests, values, and so on. Such customers will be coming back to you again and again.”
However, there is a different side to this strategy. By focusing only on this particular segment of your target audience, you might alienate other potential customers in the process. This is why it’s a good idea to choose several niches or target audience segments you want to focus on at first. This will ensure that you take into account the variety of your potential customers. Once you have established yourself to some extent, you can expand to other niches too.
The thing about branding is that it has to be consistent to be effective. Consequently, aligning all your marketing activity across the different channels and platforms you are using is paramount. You need to create a brand image that is maintained throughout anything you do – your PPC ads, your social media accounts, your website, your email marketing, and so on.
There are several reasons why consistency is crucial for your branding. First, it creates a brand image that is the same anywhere your potential customers look. Second, it creates trust in your audience by showing that what you preach on social media corresponds to what is written on your website. Third, it helps you amplify the effect your marketing has by adding up all of your efforts across different channels and platforms.
Luckily, having consistent branding and aligning your marketing across different channels is not that difficult. With a detailed marketing plan and content posting schedule, you can make all of your branding consistent. Once it gains momentum, you will start attracting new customers while your current customers keep coming back to you because of their love for your brand.
Branding can be implemented with the all kinds of content, but it is important to focus on the visual side of it. By enhancing your visual branding, you can stand out from the crowd of other brands like yours and easier catch the attention of potential customers. Moreover, if your visual branding is aesthetically pleasing, some customers will love your brand just for that alone.
Theo Alan, an expert from the site for reviews of the best websites for college papers, puts it this way, “Have you ever noticed that so many brands nowadays favor minimalism? The reason why minimalistic designs are so widespread is that they look modern and professional, two features that are favored by customers in a wide variety of niches. Moreover, such designs look appealing to the eye because they don’t distract you with unnecessary details.”
Indeed, your visuals can greatly impact how your audience perceives your brand. Our eyes will first look at the visuals before they see the text, so customers might make up their minds about your brand and products before they even read any of your content. Think about the emotions different colors can evoke and use that knowledge to guide you when choosing the color palette for your own brand.
Last but not least, you can utilize different retargeting techniques to make your branding more effective. In a way, retargeting and paid ads can have a similar effect to when you align your content marketing. In both cases, you are pretty much repeating the same messages to the same prospects.
Retargeting can make a difference because it reinforces the things you said before – often presenting them in a new format. This makes your marketing more efficient and helps you increase sales. Besides, retargeting is great for acquiring new customers which is usually difficult and costly than working with current customers.
To summarize, having a strong branding strategy can definitely help you increase sales, especially in the long term. Utilize techniques from this article to help you create your own branding strategy and start using it to impact sales.
About the author
Dominic Beaulieu is a gaming enthusiast turned tech writer who covers an impressive variety of topics like design, development process, game marketing, and helps developers with spreading the word about their creations. He is a fluent French speaker, who also has mastered Dutch, Norwegian, and Swedish. He has an experience in software translation, tech counseling, project management and digital marketing tailored for startups.