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Branding is a key component in determining your success in sales and marketing. You may not think that, as a salesperson, your input to how your brand is perceived or recognised should be a priority; isn’t the experience the customer has with your product and service more important than the reputation of the brand?
Well, in a way, yes, but when you consider what the brand says about your product and service, whether the client continues to purchase from you could be manifestly affected by the way the brand essence is depicted.
So, what is brand essence? It’s the feeling clients and prospects have when they have any contact with your name. In a sense, essence overpowers everything else a prospect may have about you. Your products may be the right things for your customer. But if the brand essence stinks, they won’t touch you with a bargepole.
BrandStoke’s ‘8 criteria for brand essence’ has some interesting ideas to contemplate when considering the message you wish to portray. Here are some examples:
Everything you do will have an impact on the way the brand essence is built in people’s minds. Driving customer engagement through effective branding can have a profound effect on the way you as a salesperson of your products will be viewed.
MTD Sales Training
(Image by Naypong at FreeDigitalPhotos.net)