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How Branding and Sales Promotion Are Not Interchangeable

By: Ed Roach

 

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In the world of promotion, branding has been called anything from a logo, to putting a logo on things, to a general image. If I may be so humble to speak for those those of us who specialize in branding, a brand could replace the word “reputation.” How a customer perceives you, your town, your product, experience, or organization, etc., is your brand.

 
Most marketing people I come into contact with simply don’t get it and arrogantly think that sales promotion is 100% of what branding encompasses. Now, granted, the end game in branding is to bring more dollars into the organization, BUT that isn’t solely achieved through sales promotion.
 
 
Branding done properly with a skilled facilitator looks at all aspects of your brand to see that all elements are pulling in the same direction. All of this is strategic thinking, and much of it exists outside the sales and promotion circles. HR plays a role, business management culture plays a role, even people associated with the organization such as the custodian can affect the brand for good or bad. 
 
My opinion here on this blog post affects my brand, depending on my audience’s response to it.
 
Once you learn to embrace your brand and define it, only then will you appreciate the value it holds in making your entire business a success on multiple levels including but not limited to sales promotion.
Published: June 10, 2015
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Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.

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