Improve Sales through External Branding

Branding is nothing new to the world of sales. In fact, branding is so well-known and used that

you only have to see a small symbol to not only know the name of some companies, but to also

know what they make and the quality you can expect from them. However, these companies did

not rise to the top just because they made quality products. Those products would never have

been heard of if it was not for some serious marketing that went through various external

branding campaigns to make the product and the company an everyday name.

Think of some of the stories you have heard on the news about well-known companies. You

may have been shocked by their methods, but before you learned about those methods, you

knew every product that was associated with that brand. That is because the external branding

campaign worked so well that the logo or company became a household name.

Consider a Stanley knife. It is actually a utility knife, but the name “Stanley” is so well known that

it actually took over the name of one of its products. The same is true of Channel Lock and

various other brands. Now those same tools are called by the brand name even if they are not

made by that brand.

External branding works best when combined with internal branding. That is to say that the face

you put on should not just be a mask, but should be based on the values and inner workings of

the company. In a world where information is only a click away, you have to align your internal

branding with your external branding or risk facing the consequences when you are found out.

So how do you develop your brand and use it to increase sales? You start with a simple logo,

something that is unique and easy for people to remember. Your symbol and logo should be

catchy and it should be highly visible in ways that give your brand a positive association.

Promotional products and campaigns can go a long way toward earning your brand significant

recognition. You can use these products to develop a reputation for your company. For instance,

when you sell sporting goods, you might want to sponsor a few games and share your logo on

promotional items. This associates your brand with sports, but it also lets people know that your

company is out to benefit the greater good.

You need to promote heavily to clients and potential clients as well. You want your brand to be

the first one clients think of and this can easily happen when they have promotional items that

constantly remind them of your brand. In short, you want to immerse your clients and potential

clients in a world that earns you constant recognition. Repetitive exposure has been proven to

be effective in branding. Even a school teacher knows this and uses it in the classroom to

constantly bombard students with knowledge that they are not even aware they are being

bombarded with at the time. Make this method work for your company too!

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