Branding vs. Selling: Which One to Do (and When)

The world’s most successful brands have two secrets to exponential growth:

1) The great brands were not built by an army of salespeople, and
2) Powerful brands can “sell” less to drive revenue because their brands have already done the heavy lifting.

To clarify, great brands already have customers “pre-sold” and ready to buy: no need to “sell” them.

Master this distinction, and you’re way ahead of your industry.

What do you want your business to be known for? It’s a question founders often ask themselves as they look to strengthen communications— not just with customers, but also with stakeholders and channel partners.

While it can be easy to focus on what you do, it’s the ‘why’ behind your work that fosters deeper connections with your target audience. That’s why understanding when to focus on branding versus selling is crucial to ensure your value proposition resonates at the right moment in the buyer (or user) journey!

The Nasdaq Center is delighted to be joined by David Brier, Bestselling Author of Brand Intervention and top-ranked rebranding expert, to explore the distinct roles that branding and selling play and learn when to use each one to strengthen customer and stakeholder relationships and drive results. Drawing from four decades of brand building experience, David will demonstrate how putting care for customer needs at the center of your brand will naturally result in stronger sales outcomes. Join us to gain insight into the key differences between branding and selling, what makes branding a separate effort from marketing, and how you can leverage each at the right time to connect with the right people!

Key Takeaways:

• Master how (and when) to brand for maximum impact and ROI

• Understand the major shift (and the terrain) that’s changed how (and when) we all make purchasing decisions

• Learn the role of “intentionality” in building your brand that will elevate you from the options in the market