One of the first few questions I ask my clients is “How do you sell? Tell me your sales process”. And I get mostly 2 responses to this “How is this relevant to my logo/website?” or “No one’s ever asked me that.”

I don’t find that surprising. The answer to the first one allows me to show them why it’s relevant. The second one means I can get my clients actual results from the rebrand.

What I’ve seen is that most people find selling uncomfortable. Either they have never learnt it or struggle with it because they hate it. So Sales isn’t even on their radar when they start the branding process.

Truth is no business exists without sales, and sales are much harder without proper branding.

So here are 6 things you can do if you want to use your B2B brand to boost sales.

1) Weed out the bad customers.

Build your Brand Persona to repel customers who’ll waste your time or are unfit for your business. Not everyone can afford an Apple product. Not everyone is an Apple customer. If you are a premium product / service, walk the walk & talk the talk. Build your brand to look premium. If you are a mass product / service, look mass.

2) Set up a Brand aligned Sales funnel

Most sales funnels are focussed on one thing and one thing only, converting a prospect to a sale. But a very small percentage of prospects actually convert, & businesses miss out on a massive opportunity - Use the sales funnel to create more human connection, engagement and building their brand. So if you’ve intentionally set up a sales funnel, use it for building your brand and growing an audience. They may not buy immediately or may never buy but they will definitely recommend you to others.

3) Humanise the brand

People buy from people. Apple is Apple because of Steve Jobs. Apple took on Steve’s personality. Give the brand a human touch. Something a person can connect with. If you are an entrepreneur, use your own face. Think about it this way, if you won’t promote your business, who will?

4) Find a consistent way to speak to your customer

This is what we call finding your “Brand Voice”. Using words, and language that would immediately tell your customer who you are and what your stand for. Ikea for example is a humble everyday brand. They like being simple, inclusive, and truthful & use this tone of voice everywhere in their Brand material. The more we see it, the more we feel we know them. Here’s a link to their Brand Voice in case you’re want to know how big brands do it.

5) Build a brand for who you want to be

My mentor once told me that to become who I wanted to be, I needed to focus on my strengths and keep adding them if I want to get rid of my weaknesses. Branding is exactly like that. Build on your strengths and keep those in focus when serving your customers. It’s important to know your weaknesses and work on them but always launch from your strength.

6) Be intentional and make giving value a part of your brand

For ages, I suffered from the shiny object syndrome. I set up a few social media accounts and start to put random content out. It did nothing for my business. No value for me, no value for my customers. The biggest lesson for me was to use my time effectively and be intentional about what I was doing.

You have only 24 hours in a day and 7 days in a week. Use your time and energy with intention and focus.

Rebrand Advisory is a B2B branding agency with an integrated approach towards brand strategy and sales communication. At RBA, we help clients build brand awareness, enhance credibility and drive new business.

6 ways to use your B2B brand to boost sales