Hear from 14 company founders and business professionals on how they develop a clear brand, connect with customers, and drive sales.
We asked: What is one way that a company can develop a differentiated and clear brand to help make sales easier?
To help small business owners multiply their sales through effective marketing strategies, we asked company founders and business professionals this question for their best advice. From highlighting key differentiators to making graphics that stand out over others, there are several techniques that may help you build your brand’s message to increase your sales for years to come.
Here are 14 effective methods for developing a clear brand and drive sales:
- Share client case studies
- Call attention to differentiators
- Follow up to build trust
- Match marketing and sales goals
- Make your values clear
- All hail the brand style guide
- Create a consistent playlist
- Provide exceptional customer service
- Do one thing differently
- Concentrate on core values
- Focus on corporate citizenship
- Be an outlier in social media
- Know your customer values
- Create a customer avatar
Share client case studies
We focus on sharing case studies to help our audience see the value of our low-code automation platform. Highlighting client success stories illustrates how we have helped companies in different sectors automate their business processes using low code in combination with advanced technologies like AI, ML, and RPA. Our work with pharma giant, McKesson, highlighted efficiencies in their invoice approval and payment process automation we helped to solve.
Spiros Skolarikis, Comidor
Call attention to differentiators
Part of how we differentiate our company is by highlighting our product’s unique features.
Part of how we differentiate our company is by highlighting our product’s unique features. For example, our technology features multi-word prediction, real-time spellcheck, and grammar correcting capabilities.
These adaptive, AI-powered features create deep connections between text segments to improve text prediction and spelling accuracy. For any technology company, highlighting features is a good way to make sales easier while demonstrating innovation.
Guy Katabi, Lightkey
Follow up to build trust
We offer new customers a trial offer for 60 days at 15% off. We convert customers from simply trial users to loyal customers by following up with them on how their trial is going. By checking in, the customer feels like they are a priority.
Also, by sending them an email or giving them a phone call throughout their trial, they can ask questions about the product or address any problems they are experiencing. Nearing the end of the trial, we reach out to ensure they understand how to transition from their trial to purchasing the product fully.
Henry Babicheknko, Stomadent
Match marketing and sales goals
One of our company pillars is having an aligned sales and marketing approach. When they are in tandem and our brand and messaging are clear, the quality of our clients and projects are certainly aligned.
Once we got clarity on who our best customer was, sales and marketing became better equipped in their conversations and education on solving problems. This was a game-changer in our business.
Eli Patashnik, iFax
Make your values clear
One can argue that an element of clear branding is the ability to articulate what you stand for as a business with clarity, transparency, and honesty. If you are explicit about what you stand for and what you stand for aligns with a customer’s values, then it makes sense that the customer will be more incentivized to purchase your product versus a similar product from a competitor.
For instance, a company like This Saves Lives that makes non-GMO, gluten-free snack bars makes it evident how the act of purchasing one of their products has a positive consequence on the world. This direction likely has a strong impact on their sales process when customers are looking for the right product that speaks to their values. It’s a win-win-win: it helps your brand, it helps drive sales, and it has a positive effect on others.
If you are explicit about what you stand for and what you stand for aligns with a customer’s values, then it makes sense that the customer will be more incentivized to purchase your product.
Mike Krau, Markitors
All hail the brand style guide
The single best thing that a company can do to create a clear and differentiated brand is creating a style guide. The key requirements of style guides are:
- Articulating who the brand is, what it stands for, and why it exists (the company’s mission, vision, and values)
- Establishing the visual aesthetics of the brand, i.e., how it should look (the companies logo, fonts, colors)
- Presenting the information in the form of an official document
Additionally, once the style guide is in place, it is vital that everything produced on behalf of the company is meticulously and religiously reviewed through the lens of the style guide to ensure it is “on brand” and presents an accurate reflection of the company/product/service.
If this sounds like a lot of work, it is! But a company that invests in developing and presenting a consistent brand story over time is guaranteed to reap the rewards of increased brand recognition and awareness!
Amy Zwagerman, The Launch Box
Create a consistent playlist
In a world of shorter attention spans, companies need to focus their attention on clear, concise, consistent communication. Many small businesses share different messages in their communication. Observe your communication on your website, presentations, company collateral, and sales messages. While slightly different communication might sound similar to you, your ideal prospects may be confused because they hear something different.
Take a page out of the big brands guidebook. Create a list of consistent “playlist” phrases about your company. Practice sharing that “playlist” consistently. When you share consistently, others you share your “playlist” with can become walking billboards for your company. Big brands are diligent in creating their own “playlists.” Starbucks uses tall, grande, and venti, not small, medium, and large.
I share with my clients regularly, “If you think you are being redundant, you aren’t (being redundant).” Create a consistent “playlist” and stand out.
Mark Jamnik, Enjoy Life Daily
Provide exceptional customer service
Companies who give their employees leverage to make customers happy no matter what it takes gain a reputation for being about the customer, and that WILL grow your sales. People will share their experiences, and the word gets out.
Superb customer service is more than delivering what is asked but also requires communicating in a way that works. When a customer feels heard at the deepest level of their being, they feel connected.
When the conversation is in their language, they are able to make more transactions and decisions easily — all of which will increase your sales.
Lorraine Bossé-Smith, Concept One LLC
Do one thing differently
Have one thing that you know you do differently from competitors and highlight it in branding and marketing. This will help showcase your company in a unique light and make your brand memorable for being different. Be clear in your product branding, and don’t be afraid to talk about how you are the only business doing things differently.
Derin Oyekan, Reel Paper
Concentrate on core values
Leading with authenticity, rooted in core values, provides prospective customers a more accurate understanding and appreciation for the product(s) and service(s) available.
One way that a company can develop a differentiated and clear brand to help make sales easier is to concentrate on core values. Leading with authenticity, rooted in core values, provides prospective customers a more accurate understanding and appreciation for the product(s) and service(s) available, which supports quicker decision-making.
Promoting offerings that are congruent with the company brand and core values often leads to faster sales conversions and more ideal customers, ultimately resulting in enthusiastic followers. Repeat customers are the cornerstone of a high-performance sales cycle that builds brand loyalty and longevity over time.
Jena Ritchie Land, Leader in Empowering Ethical Entrepreneurship
Focus on corporate citizenship
More than ever, customers are drawn towards brands that are making a commitment to the community. Companies that prioritize people and planet, along with profit, are those that are differentiating themselves from their competitors. In fact, according to a recent survey by Clutch, three-fourths of people (75%) are likely to start shopping at a company that supports an issue they agree with.
Through good corporate citizenship efforts, companies are creating a conversation about how they do business and how they balance the need to account for their impacts on the environment and society. Those companies who authentically dedicate resources to aiding humanity will see the results of their efforts through not only sales but through elevated brand recognition and increased consumer loyalty.
Tyler Butler, 11Eleven Consulting
Be an outlier in social media
Compare your social media efforts with others and do things differently. Be daring and come up with campaigns that are more eye-catching.
We started reviving old memes on our social channel stories that are in reference to our industry. None of our competitors are doing this, and it is always eye-catching. Try new tactics and be the outlier.
Hannah Cleve, Viral Launch
Know your customer values
Nowadays, customers are drawn to value-driven companies. By aligning your values with those of your customers, you will be able to attract people to your brand.
Take my company, for example. Although there are plenty of life insurance companies out there, we differentiate ourselves by creating our products with families in mind. Similarly, Lush was able to accomplish the same thing by showing their values of ethical sourcing and creation.
Brooke Wilson, Fabric
Create a customer avatar
The best way to differentiate yourself and make a clear brand is to understand your target market, which happens when you create an avatar. And the next thing that a company can differentiate their brand is by personalizing it. Often, people think that that means creating a personal brand, but it also means connecting directly with your target client and personalizing the people you’re hoping to serve. So you can do that in two different ways.
Gresham Harkless Jr., Blue 16 Media
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