Adopting a brand-led sales approach

Dan Ratner

Dan Ratner is managing director of branding and communications agency, uberbrand. He has more than 15 years’ experience in marketing, communications and branding and is passionate about branding as an enabler to fulfil organisational objectives. Working closely with uberbrand’s clients Dan works to understanding the current customer perception in the context of business goals and aspirations. Dan works with well-known Australian brands across a variety of sectors including financial services, travel and education.

Branding can be a powerful weapon in your sales arsenal. Your brand is what makes you unique and different to other providers in the marketplace. It can create lasting connections between an organisation and its audiences.

Despite the fact that a strong brand is an effective selling tool, many organisations fail to leverage it fully. Adopting a brand-led sales approach can help businesses grow the brand further and increase profit at the same time.

A brand-led sales approach means incorporating the brand and what it stands for into every aspect of your business. In other words, the sales process should be actively integrated into marketing content and processes at every point of the sales pipeline.

In many businesses, the marketing and sales functions are siloed and rarely talk to each other. However, it is important to recognise that potential customers want to understand not just the services and products a business offers, but also its culture, beliefs and heritage.

Therefore, it is vital the brand and what it stands for is represented through the entire customer journey. This means that the sales team needs to communicate beyond the features and benefits of a product or service and represent the personality of the brand. This brand personality must be represented consistently by everyone in the business.

The main hurdle to creating a successful brand-led sales process is an internal lack of understanding about what the brand stands for. If your staff don’t truly understand the brand and its objectives then you can’t expect your customers to. If your staff can’t simply and succinctly describe your brand it may be time for training, or to assess whether your brand truly represents what you want.

Anyone who is part of the sales pipeline must clearly understand how the company is currently seen, how you want it to be seen and how you intend to get there.

Once all employees understand the brand, it is time to set clear objectives and goals to be shared with everyone through the business. This will help them to focus and refine their communications in all transactions with the customer.

If possible, you should integrate all communication platforms and processes to provide one platform that is on-brand and supports the sales process at every milestone. Extra support can be delivered via a library of relevant sales and marketing collateral that staff can use at any time. This will help the sales team to familiarise themselves with the brand and will also make them more likely to share the brand message correctly with prospects.

A database of information on how to talk about things like ‘about us’, ‘how we work’ and ‘points of difference’ for internal use is also a good investment.

Implementing a brand-led sales approach ensures branding and marketing activity are incorporated fully into the sales pipeline. This helps to boost sales by building lasting connections and relationships with customers from the very first interaction onwards.

Tags: brand strategy

Show Comments

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

More whitepapers

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...


New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in