Make it into a brand. Admittedly, branding is one of the current business buzzwords. It possesses the power to pack seminars and sell books. But even with all its well-deserved popularity, most companies fail to comprehend the concept, or at least, they fail to take advantage of its potential. Branding is effective because the objective is to make sales by taking the crucial, first step of creating customers, i.e., getting them to want to do business with your company or buy your product.
Insurance products require branding as much as cereals.
So do car dealers. To rise above the changing fortunes of auto manufacturers, dealers can benefit from creating an identity that resonates with their unique constituencies. They can build their own brand. The roles have been reversed. Today, the customer pursues, not the salesperson.