The brand development process is a collection of activities–advertising, marketing planning, creating personas, design, packaging, positioning, SEO, social media, and more.  It is has the answer to our problems.

So, what is the single biggest problem affecting business today? Healthcare—nope. Employment—nope. It’s a lack of sales. The NFBS (National Federation of Independent Business) did a survey to determine the biggest problems businesses are facing today and they determined that it was a lack of sales. I believe in research but I am not sure you need to do a survey to come to this conclusion.  Casual conversation among business people reveals that sales are down in almost every sector.  The first question business people ask each other is “how is business?”  Which means, “How are sales?”

What is the solution?  For some of you the solution is a brand development process, which includes advertising and marketing and it begins with differentiation.  For the rest of you the solution is waiting it out, if that is possible.

Why do I say some of you?  Because I talk with people on a weekly basis about how they can improve their sales.  Some will listen and others will tell me that they “don’t advertise” as if it is a vice to be confused with gambling or maybe a sign of weakness—“that company has to advertise.” Often these companies have CEOs who came up through sales or they have a very strong sales department. It has been my experience that sales people do not like advertising or brand development. They feel somehow it competes or takes something away from them.  This is not true for all sales people.  Good sales people know advertising is a valuable tool that will help them create awareness and generate leads.  The other sales people cast doubt on advertising and branding. They say that the brand development process may or may not work—a 50/50 chance.  Usually they have an anecdote about how they tried it once and it failed.  They never consider whether or not the message had an appeal to the consumer.  They overlook the fact that the competition did a better job of advertising. Or they don’t understand their brand.  They can tell you about features and benefits but the competitor has the same features and benefits.  They can’t tell you about their product’s differentiation–why the consumer really buys the product.

Then there are others that tell me “we don’t believe in advertising.”  If the sponsor does not believe in advertising, it will fail. It will fail because they will not commit enough funds to give it a chance to work.  It will fail because they will not stay with it. Inconsistency will kill even the best brand development.  It will also fail if they have not considered the consumer’s perceived needs and created advertising that addresses those needs.  It will fail because they do not understand that advertising helps to create the experience (the brand).

Saying “I don’t believe in advertising” is like saying “I don’t believe in screwdrivers.” We use hammers. Or, we don’t use jacks when we have a flat tire, we roll the afflicted tire over a large hole and then we change it.

Advertising is a tool in the brand development process.  It is a very powerful tool that when used correctly can help businesses create sales and get new business.

Advertising is about creating or reinforcing perceptions.  Perception is Reality. Your brand exists in the consumer’s mind.  Whatever the consumer perceives your brand to be… that is what it will be.  The brand is an experience that the consumer has with your product or service. It is a combination of things—good service, quality, and price.  But these are all ‘givens.’  All businesses tell me they give good service.  All businesses tell me they have ‘fair’ pricing.

Advertising helps to create a brand by creating feelings and experiences.  A brand commands a higher and more profitable price.  Brands advertise their uniqueness.  Commodities are sold on price and they don’t advertise. Think about it.  If you have to use price to get attention and generate sales, it is time for you to do some soul searching and discover your differentiation and begin the brand development process.

Advertising is a tool, a very good tool for increasing sales if used properly.  Even a screwdriver will not work if you choose the wrong one or don’t use the proper amount of force or try to turn it the wrong way. There is an old saying that applies—“It is a poor craftsman that blames his tools.”  Perhaps that could also apply to business people who blame their advertising for poor sales.

Some simple steps in the brand development process to achieve better sales are: 1. Develop the right strategy: understand your brand and the consumers needs, position your product/service properly, select the right segment, and set expectations, 2. Develop the right creative: make sure the message communicates properly and integrate it with all of your touch-points (everywhere the customers sees your brand), 3. Allocate enough time and money to do the job correctly, 4. Measure and adjust, measure and adjust, and continue measuring and adjusting.  But stay with it, don’t quit.

Advertise.  It pays.