Become Better Recognized


I. The challenge of change

a. Consumer perspective
b. Processing change
c. Defining the roles
d. Retaining and growing sales
e. Brand development – An anatomy of a marketing system in transition

II.  Growing sales requires marketing, branding, advertising, and public relations focus and expertise

a. Roles to sustain growth
b. Traditional and new media
c. Steps to sales success
d. Co-operative effort between marketing and sales

III. Branding, brand recognition and why it is important

IV. Brand development:

a. Purpose
b. Promise
c. Resonance factor
d. Finished value

V. Brand types:

a. Corporate
b. Personal
c. Steps to success

VI. Clarifying the changing role of branding in growing business

VII.  Develop and implement the brand strategy

a. Effective resource allocation
b. Master plan


Consistently building sales year over year requires a time & talent investment in planning, ingenuity in developing financial & partner resources, and a high degree of competency.

Change is happening remarkably fast. People make decisions today about how they spend their time and money in a split second.

How we get the word out, what we say and how we say it, who we say it to, how much money we invest, and how we spend our time are critical to our success in business.

a. Consumer perspective
If you keep doing what you are doing, you are falling behind!

In the 1984 update of the original version of the 1982 book Megatrends, John Naisbitt noted an important change he called the end of denial.  ‘We have denied for years that our industrial base was eroding steadily…giving way to a growing sense of the new economy.” “Our industrial base was indeed fading away and that in its place a new information-electronics economy was rising up.”

Fast forward thirty years and judge for yourself the profound accuracy of this statement.

According to Price Pritchett, CHAIRMAN AND CEO OF PRITCHETT, LP, “with the development of the computer and improvements in telecommunications, we entered the Information Age about the middle 1900’s.”

Much like the Industrial Revolution that replaced the Agricultural Revolution, the Information Age is transforming our lives.

As Naisbitt wrote, “trends, like horses, are easier to ride in the direction they are already going.”

The mind map further details some of the major megatrends.


Today each person that we meet and develop a relationship with has the potential to expand to 250 additional connections rapidly through the use of the internet.


Pritchett further explains in his book MINDShift“Now horsepower is giving way to brainpower. Mind and knowledge are becoming more precious than machinery in our quest for further progress.  Again, the world of work is being completely transformed.  This time it’s happening before our very eyes.”

b. Processing change
Pritchett elaborated on “change accelerating…and progress picking up speed” in his employee handbook Understanding the Changing World of Work.
"The complexity of our world keeps increasing.  The rate of change keeps accelerating.  Like a breeder reactor, change feeds on change.”

Our paradigms about coping with change are an obstacle to traversing this “slippery slope” of change.  Our first instinct is to try to keep up with change…forget it!  It is impossible to keep up with change today.  What do we do?

First, we have to learn to anticipate the need for change. There are no speed limits any more.
Second, we need to learn to process change so that major events have a beginning, middle, and an ending that is predictable and reliable.

Change is a four step process:


c. Defining the roles
There are several components of a successful business that require the attention of management (see mind map).


Trying to keep up with the challenges of running the business day-to-day, marketing and selling, often take a back seat to the more urgent matters that preoccupy our time.  As a consequence, sales and growth suffer.

d. Retaining and growing sales
Like farming it takes time to build a reputation and a fertile soil to grow sales.


We need a well thought through plan with methods to measure what works and what needs to be improved upon.

In order to sustain growth, we need an effective communications strategy to build awareness, prospect and close.
Unlike the past, there are many choices that we need to make about the best media vehicles to compete effectively and affordably.

-Newspapers  -Website-Google Marketing
-Direct Mail   -On-line Video
-Newsletters  -Outbound Telemarketing
-Print Advertising   -Email Marketing
-P/R News Releases   -Blogging
-Telemarketing   -Social Media
-Billboards/Signage  -Mobile Marketing
-Trade Show Articles   -Public Electronic (gal Stations, etc.)
-Trade Shows  -Media Sponsorship
-Radio & Television  

There is little margin for error and we need a comprehensive, well-executed plan that addresses all of the important steps to successful selling.

e. Brand Development 
Today developing a brand plan is more important and complex than in the past because there are so many affordable options available to us if we know where to look, how to find them, how to get help, and then apply and customize them to grow our business.
  Anatomy of a marketing system in transition.

II.  Growing sales requires focusing and developing expertise on these business components:

• The process and strategy we use to build strong relationships in order to capture value from customers in return – MARKETING
• How we crystallize and communicate our unique point of difference to capture market share – BRANDING
• The methods we choose to find customers – ADVERTISING
• How we build rapport with our community – PUBLIC RELATIONS

What do all of these aspects of business have in common….one way or the other, they have to do with customer communications.

For our purposes, we are addressing the foundation of customer communications – branding.  Branding is the link with sales and the foundation upon which the other three forms of customer communications – marketing, advertising, and public relations are built upon. 
Please refer to the mind map for a visual of the four components.



Branding is a name used to identify and distinguish a specific product, service, business, or organization.  The American Marketing Association (AMA), defines a brand as a “name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from other sellers.”

Branding is about getting your prospects to see you as the only one that provides a solution to their problem, not about getting your target market to choose you over the competition.

Brand development is the dynamic foundation of your marketing communications (see Anatomy of a Marketing System in Transition).  On-going brand revision and research to determine your target audience and how you want to be seen by that audience is a critical element to continuously perfecting the image and the message of your brand.

Your brand resides with the hearts and the minds of customers, clients, and prospects.  To succeed in branding you must understand the needs and wants of your customers and prospects.  You do this by integrating your brand strategy throughout your company and through every point of public contact.

Exploring brand marketing concepts compels you to fine-tune your business model and business practices.


1) Create short-term growth and sustain long-term growth by acquiring new customers, building brand awareness, and creating customer loyalty.  Your brand is the source of a promise to your customers and prospects.
2) An organization’s brand represents the ‘umbilical cord’ between marketing and sales.  Marketing and sales are both complex and frequently the lines of separation are blurred.  From a strategic standpoint, we define four potential growth strategies – Telemarketing, New Media, Physical Presence, and Traditional Media (please see the chart for a visual description).  In larger organizations where sales and marketing are separate departments, Telemarketing and Physical Presence are typically the responsibility of sales.  Media Management is typically the responsibility of marketing.

b.  BRAND ELEMENT #1 – “Brand Promise”
A “Brand Promise” is based upon methodical research and rational choices, it describes the quantitative, unique, compelling, and believable characteristics of a business, product, or service that encourages interest and improves recognition of the business.  The “Brand Promise” or unique value proposition briefly describes what the business “pretends” to be as seen through the eyes of the customer or prospect.

c.  BRAND ELEMENT #2 – “Resonance Factor”
The qualitative emotional appeal of the perception of the delivery of the “brand promise” based upon personal positive experiences, reputation or the word of mouth that creates brand loyalty, repeatable sales, and trust in the brand.

d.  BRAND ELEMENT #3 – “Finished Value”
The quantitative methods or processes utilized to measure the money invested in marketing efforts and the growth associated with the investment.


a.  Corporate branding – There are many components of branding basics development:

    • Brand Positioning and Messaging;
    • Unique Brand Identity, Personality, and Image;
    • Effective Resource Allocation;
    • Marketing System;
    • Master Growth Strategies implementation plan

b.  Personal branding – Singles out an individual as a professional in an industry and an expert in a field. … YOU ARE THE BRAND!  By branding yourself, effectively, you will:

    • Establish yourself as an expert in your chosen field;
    • Build a solid reputation within your industry; and
    • Increase your notoriety and improve your perceived value in the marketplace;

c.  The steps to successfully branding yourself are as follows:

Step 1  Establish a personal brand identity
Step 2  Focus the message on who you are and what you stand for within your chosen field
Step 3  Get the word out through a variety of media channels that are viewed by the people most likely to be interested in your message
Step 4  Develop a repeatable process by which you can recreate successes and learn from your mistakes.  There are many moving parts to marketing and selling and utiilizing a repeatable process puts you in a position to manage by exception
Step 5  Develop a personal reputation.  Preparation is not the important thing it is the ONLY thing.  We are measured by the experience we create, the quality of our work compared to our competition, and the results we obtain
Step 6  Develop a trusted advisor.  We fall in love with our own “stuff”, so having someone that can honestly evaluate fact from fiction and edit what we say, how we say it, and what we invest our time in is critically important


Until recently, sales people used features and benefits to differentiate themselves from their competitors.  Today, the value proposition and the brand promise are critical to the success of your sales.  Without strong brand recognition and a compelling and competitive value proposition or brand promise, people involved in sales have to work extraordinarily hard just to keep up with more formidable well-positioned competitors.  Branding is dynamic and we must constantly be raising the bar, at a minimum every 12 months, just to keep up with changes in the marketplace.

Marketing starts from the inside out.  If you have people that work for or with you, get them behind your brand as well.  Continuously communicate internally to reinforce the values and behaviors that reflect your brand promise until they become second nature.


Developing and implementing your brand STRATEGY is as easy as 1-2-3:
1. Focus on defining your business/practice. Think, explore, ask questions and develop a mental picture.
2. Develop a clear and concise value proposition that describes why someone should buy from you.
3. Consolidate all of your ideas in the development of your Brand Strategy Worksheet.  Prioritize the work to be done, assign responsibility, and set timetables for completion of each task.


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