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Monday, July 7, 2008

What is a Brand: part 6 of 6

From Brand to Growth

"What is a Brand?" by Steven Brown

In conclusion, a brand is a message to send, targeted at the customer that you prefer to serve repeatedly and profitably. You want them to decide on their own they are exactly your best customer. That you provide value they need and want. And you know that your team is able to execute the business processes, including marketing and sales, that keep the profits growing.

You want other curious customers to decide they aren’t best served by your service or product. So your team doesn’t get distracted. So you don’t have to spend your valuable time managing customer situations that are outside the profit zone.

You can always expand your business to serve their needs. But you have to focus on the profit zone for now. Get your team to improve their efficiency serving those ideal customers. Economically generating leads that fit the profile more often. Efficiently marketing your value and products to those leads. Close the sales opportunity early and often. And fulfill the customer order to their satisfaction every time. That is the formula for growth. And that is how you build a Brand Sales Person that works for you.

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