Branding and effective sales enablement — what’s the connection?

What is the impact of good branding for sales?

An excessive number of executives and sales representatives consider brand to be an impractical marketing objective with no quantifiable return on investment. They overlook the fact that brand is the secret ingredient that draws buyers in droves. In a crowded, competitive market, a company that has a strong brand stands out as unique and embodies the company's values. As much, if not more, than your goods and services, salespeople promote their company's distinctive value proposition, mission, and values. For a brand to yield profits and have longevity, however, it must be carefully crafted and continuously upheld by those who wear and disseminate its emblem. This is where sales enablement functions.

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What does sales enablement have to do with branding?

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The point of connection between messaging and content and the sales process is branding. Both components need to be carefully considered by sales teams and their enablement and marketing support systems since strong branding "pulls" new prospects into the funnel in addition to "pushing" your message to your target market. At this precise moment in the customer journey, you can either slow down the process for potential customers to give them more time and resources to better understand what it is that makes your brand worth their time and money, or you can speed up pipeline velocity by selling tools like sales enablement software and other tried-and-true strategies. Although branding by itself doesn't constitute a comprehensive sales enablement plan, it's difficult to ignore how branding permeates all of the other key components of the process, including social selling, coaching sessions, and learning materials. 

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Key benefits of building brand for sales and enablement teams:

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• Creates a distinctive identity: When customers remember and identify with you, it becomes easier—and often even unnecessary—to stand out from the competitors. Imagine that you wish to give your partner a brand-new stationary bike for their birthday. Is there anything that springs to mind that isn't Peloton?

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• Builds client loyalty: They also convert clients into devoted supporters or even followers who tell others in their network about the business. Let's continue using the Peloton illustration. You are undoubtedly aware of Pelotons if you know someone in your life who has one. They've probably also made an effort to get you to get one for yourself.

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• Gains credibility for the supplier and wins over customers – When a customer chooses a brand they are comfortable with, the seller is off to a great start. Customers don't suspect any dishonesty or distorting of the facts in order to seal a deal since they trust the seller because they trust the brand. 

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• Enhances the perception of the products' worth and price – Consumers who purchase name brands tend to do so more frequently, at higher price points, and with less thought. People presume the products are of greater quality because the brand is so well-known. A Peloton would cost more than a "stationary bike," am I correct?

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Conclusion:

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It's a tremendous mistake to treat branding as the marketing team's only responsibility. The value of your brand depends on everyone in the company cooperating to achieve a common objective and overarching vision. Close the gap between your salespeople and your branded content to give both new and returning consumers a seamless experience.