Why Branding and Sales Work Like a Peanut Butter Sandwich?

Recently, I had the opportunity to discuss branding and sales with a few business owners at our local Chamber. The consensus was that companies have gone on a restrictive diet due to the tough economy; they've cut back on branding efforts in favor of beefing up sales.  

I reacted strongly to this since I believe that emphasizing sales versus branding is not a savvy marketing strategy and could adversely affect growth. 

What about the fiber that a complete marketing effort offers? What about the sustenance of branding - as an essential part of a well-balanced marketing plan?

Well, let's analyze the situation. Branding creates loyalty, differentiation, credibility and the incentive to buy. "Sales" generates purchases too, which is hardly news to you or your sales forces. They're out there every day, eager to make a pitch and close a deal.

The distinction between these two parts of your marketing mix is that branding is a longer-term process that takes a while to make its sale. "Sales" has much more of an immediate impact and can generate instant results. This is in part because your sales people can sit down face-to-face with clients and not only sell the big brand picture - but sell the delicious sales-details, too, which can include price reductions and whatever else closing takes.

What we need to do is recognize the distinct differences of these marketing tools, in terms of timing, mindset and creative approach, to name a few distinctions. But, we also have to recognize and applaud their commonalities. Bottom line, branding and sales have the same goals - raising the bottom line and increasing profits and growth. They're simply on different parts of the marketing menu, that's all.

The truth is we need sales and branding to work together hand-in-hand to reach our target markets and corporate objectives. When we decide to focus on one and ignore the other it's like peanut butter and jelly. You can eat them separately and they're good, but they're so much better together as a fantastic sandwich.

Shouldn't we consider these elements as equally important? Shouldn't we be thinking short and long-term? What would happen to your investments if you didn't think long-term? Would there be an investment? Would there be a long-term?

Small businesses can't afford to favor immediate savings at the expense of brand image and brand building. It may look good on the books at the moment, but this kind of marketing approach can be costly over time.

Luckily, one solution is SOCIAL MEDIA MARKETING. At Devarj, it works for many of our clients because it makes branding your business affordable, integrated and easy. Using Twitter, Facebook, LinkedIn and Google Plus, among others, you can sustain your branding efforts for peanuts while Sales sails on. Everyone's happy and everything's in harmony - like a good, old PP&J.   

To your success!

Silva Devarj

VP, Creative Director

If there are other topics you would like us to cover in future e-marketing, please drop us a line at: devarj@devarj.com

Devarj Design Agency

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219-476-0600 or 219-923-0906 

Starting October 2011, Devarj Design Agency will be in a new location at 13 Lincolnway Suite 302, in Valparaiso. Please make a note of it.

* Complimentary Sessions With Devarj Executives.

We have cleared our schedule on Thursdays from 3pm to 5pm to discuss your marketing concerns - anything from Website issues, to social networks, to generating sales leads, to branding. These talks are informal; anything that's on your mind is fair game. We're available to listen, share, and help in any way.    

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