Sales vs Branding — Pick Wisely & Focus.
By: Steve Aura
Tags: Branding, Sales, Business, Marketing, Digital Marketing

image from ERE Media

A lot of businesses are focusing on the wrong things and yet they wonder why they’re not building the traction they need to survive in the long-term. The problem that businesses face stems right down to Sales vs Branding.

Are you in it for the short or long-term?

If your answer is long-term then you better listen up, because too many people think that because they’re making “sales” today, that they will be their tomorrow or next year. We live in a world where things are changing at a very fast rate, this includes technology and of course how you get sales.

Today you might be making 49% of your sales on Google AdWords, next think you know that is no longer relevant and your now down over 30% of your sales for the year. You might say that won’t happen, but I would like to ask you to take just a few minutes to look at how we no longer shop because we read something on the News Paper. At one point in history many businesses used the News Paper like it was Google AdWords. The businesses that had a strong brand survived when the News Paper got replaced, but the ones that solely survived on sales took hard hits and went out of the market.

So… what is the difference between sales and branding?

Sales — This is when you “sell” something (service or product) through a “track-able conversion.” For example, I made a sale on Google Ads for my awesome product. It cost me x to advertise it and I made x ROI. A sale is basically easy to track at the most part.

Branding — This is when you tell a story, show your identity and leave a “mark” in someone’s heart. When that person sees your logo or product, they “feel” something because they’re attached to that brand. You can’t track branding ROI the same way as a sales transaction.

Image Credits: kdcarmichael

The Power of Branding

Nike has done something to my heart and millions of people on this planet to the point Nike doesn’t even need to advertise on Google Ads when people are looking to buy a pair of shoes. Automatically when I have a thought of “shoes,” Nike always comes to mind.

That is the power of branding, Nike does not have to track you down to make a sale, instead, you look for Nike to get something you trust and believe in because of the image they imprinted your mind and HEART. This is why branding is always going to win the long term, because no matter what medium people use (Google, Facebook, Tv and etc.) to find products, they will always find the brand that touched them in their heart in whatever new medium the future generation will use.

Sales are very important to a business, I’m not dismissing that. But, if you take a closer look at the power of branding, you will realize it has a much greater ROI. For example, how many pairs of Nike shoes do you think the average “Nike Lover” has? Do you think that Nike lover will grab a new pair of those new awesome pattern Nike shoes that just got released? The answer to those questions will show you how powerful of an ROI branding has. One Nike Lover could generate a way greater ROI compared to you having to relay on marketing every sale you make. Below, I even explain further on how great of an ROI branding is.

Branding Meets Social Media aka “Bragging Rights”

No one is going to brag on social media that they just purchased a product with no brand behind it compared to a well-known brand like Nike. This is where the power of branding even brings more value.

The minute a person shares a post on Instagram, Facebook, Snap Chat and etc. about your product, it creates incredible results. Number one, it adds more value to your brand when more people are talking about it. Number two, it will convert a person to like your brand and look into it more because someone else is talking about it. Finally, remember that one thing about where sales mediums are changing with our News Paper example? Well, guess what, your brand will go with your fans wherever they’re and trust me, your fans will be faster than you when finding the next “Instagram or Facebook.”

Think of bragging rights as an unofficial way of equipping your awesome sales force to go out and get you more customers and build you a stronger brand. If people don’t have anything to “brag” about as far as your business, then they won’t go out and advocate for it. The best way to equip people is by actually making them fall in love with your brand.

Sales vs Branding, lets just say…

This is not even a fair fight, branding will crush sales in the business world always. Matter of fact, did you notice how I used Nike instead of Adidas or some other shoe brand as an example? I used the word, “Nike” over 10 times and I bet I got you think about Nike more after you finish reading this article. That puts the nail in the coffin when it comes to Sales vs Branding and why you need to pick wisely and focus.

Thanks for reading!! Hit that ❤ if you enjoyed the read :D