Brand Awareness is a huge endeavor but rarely delivers sales.
Business Owners Should Take Risks To Generate Sales Not To Build Their Brand
Many business owners dedicate a lot of time and resources with brand awareness campaigns, without really thinking about how those efforts are going to help them in the long run.
Solo entrepreneurs often make the mistake of focusing too much on the colors, logo, font etc that make up a brand “appearance” and not realize that all these things matter only after the real “brand” has been developed.
Can Brand Campaigns Generate Sales?
Yes they can if approached correctly! I’d like to discuss that question today in this post and for the following blog series on branding.
A business should focus on generating sales. Any marketing campaign that a small business is going to embark upon should lead to more people coming into their store or paying for their carts on your website.
A Business owner should always be pushing their “brand” only if this demonstrates the quality of service they deliver to their customers.
Many Branding Awareness Campaigns can seem like a means for business owners to tell the world who they are and what they want their customers to think of them. These kind of Brand Campaigns do not generate sales. Often time the response from your customers will be “So What?”
The Type of Branding that Matters
We like to think of branding a different way and that is sticking to what your customers love about you. (Tim Cook of Apple was threatened with jail if he did not give authorities ability to break the privacy of his gadgets, (see “Tim Cook” by Leander Kahney.)
This is the type of “brand” you want to have that will survive any disruptions, digital or not.
Ask yourself these questions about your business.
What products do you serve. Why?
How do your customer feel after they have left your store?
Do you meet their expectations every time?
Do people line up to feel special or be treated as a queen?
What should you change in your customer’s journey that will cause them to repeat their purchase next month (or when it breaks?)
Your Brand is top-of-mind awareness. What do you deliver. What are you willing to do to deliver that product. Safely. Quickly. To their expectations. How far will your customer go out of his way to buy from you.
Logos, Websites, Colors, your story, your Mission and Vision are where your brand starts. You should be willing to drop or change any of these items if your customer does not resonate with it or make them run across town to come buy from you.
When you create campaigns around Brand Awareness… customers don’t know what to do. They laugh. they smile. But they don’t buy. If the Brand is about YOU, the business, your customer says… “Great, have fun. Go break a leg.”
Final Words
Brand Awareness Campaigns Must be built with Testing. Let every part of your brand earn it’s keep and you must know which part generates the sales… so you know what to test next month.
We take your brand and your marketing ideas… test, pull apart, strategise, and test again to generate more sales.
Want to start pulling apart your brand and seeing what’s really bringing you sales?
It’s all in the funnel you design.
