In this Expert Insight Interview, Jed Morley discusses aligning your brand messaging to increase sales and retention. Jed Morley is a brand strategist, backstory branding expert and CMO-for-hire, who helps CEOs scale their businesses by getting their story straight.
This Expert Insight Interview discusses:
- Why companies must focus on the entire customer journey when it comes to branding
- How a shared sense of ownership leads to more satisfied customers
- The importance of living up to the brand’s promise
Delivering on Promises
Sometimes, very sales-oriented people do not seem to get the connection between branding/messaging and sales/retention. They tend to think that these are two very separate things, where branding and messaging are too far ‘up the funnel’ to affect sales.
The way that Jed Morley wants his clients to think about this is in terms of the entire customer journey. The idea is that the product can deliver on all the promises made in marketing. The sales team should be able to recommend the right product fit for each customer and have that customer realize the value they were promised.
Shared Sense of Ownership
The possibility of a customer being delighted by a product and being retained and loyal to the brand and the business is higher if marketing promises are met. The process that Jed recommends is to create ideal customer profiles and personas that everybody contributes to.
This way, there’s a shared sense of ownership and understanding about who the customers are, what they want and what obstacles and problems they’re facing. In turn, this helps the business as a whole meet the customers’ expectations.
Everyone’s a Brand Steward
Living up to the brand’s promise is the name of the game. In that way, everybody in the organization needs to be their version of a brand steward. If you promise something that you can’t fulfill, or the experience is different from what was expected, customers drop out, and everyone’s the worse for it.
The brand is the totality of the experience someone has from the moment they come in contact with your organization, through the sales process, to becoming a customer, onboarding, and finally, how they are supported.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.