Small and medium sized businesses have a different mindset than large firms. They are closer to the bills and overhead they need to pay for. And feel the pressure everyday. Every sale. They know they need sales. For most of them, they don’t know they need branding. Branding seems like a luxury. So when the average marketing consultant or advertising firm walks in the door with anything that doesn’t have metrics or define clear sales results and just talk about branding, you often start sensing resistance to your pitch.
To the person or business I just described above. Branding comes of as the marketing firm’s way of saying, “I can’t promise I’ll deliver sales. But I’ll make spending your money look nice.”
You say “positioning your product,” they hear “make people feel good” as if you are a hippie from the sixties spouting free love and peace.
They’re spending money. Hard earned. Even loaned from a bank or investor. They want results. Branding to them somehow doesn’t feel like results (It is). So how to do you convince them that branding is an important part of what they need to do?
My secret: show them you are dedicated to their bottom line and show them the context where branding gives them an advantage they can’t ignore. I do with the marketing philosophy I’ve taken to every organization I’ve worked for:
“Sales to live. Branding for life.”
Sales to live. My firm and I understand that sales are the lifeblood of your business. And that all efforts must revolve around keeping revenue moving. Without that, I know your business will starve and die. So I will make sure I and my people working on your business think strategies, plans and messaging with that in mind. A mindset that requires us to think like a growing firm. Putting more emphasis on driving response and being cost effective in doing so. Just like our clients run their business.
With that, now you talk about branding and “Branding for life.”
Next marketing post: Why branding is critical for your business long-term survival. And what “Branding for life” means.