7 Min Marketing With Pam Didner

A listener of this podcast, Chris, posted a question: What is the best way to integrate branding and messaging into sales? How can marketing help sales stay 'on brand'? Define brand and branding First of all, let’s define what brand is. What does brand or branding mean?  A brand is beyond a logo. It’s how a company as a whole presents itself, how employees behave, and how customers perceive the company. In a way, a brand is a business, organization, or entity’s identity. Branding is the act of creating that brand. Jay Baer said it nicely: “Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice versa.” If brand is everything a business, organization, or entity does, then sales represents that vision of the company in a personal way. Therefore, they need to thoroughly understand the essence of the company’s brand. The best way to train sales on the company brand is to incorporate that as part of sales onboarding and contin