Branding undoubtedly plays a crucial role in establishing a company’s identity. But the tangible impact of sales often takes precedence.

This is why investing in a sales-enabling service or product is given preference by CXOs over a brand-building service or module.

Iโ€™d like to articulate it as โ€˜Sales Force versus Brand Forceโ€™

๐—ง๐—ต๐—ฒ ๐—–๐—ต๐—ฎ๐—น๐—น๐—ฒ๐—ป๐—ด๐—ฒ ๐˜„๐—ถ๐˜๐—ต ๐—•๐—ฟ๐—ฎ๐—ป๐—ฑ๐—ถ๐—ป๐—ด ๐—ฎ๐˜€ ๐—ฎ ๐—ฆ๐—ฒ๐—ฟ๐˜ƒ๐—ถ๐—ฐ๐—ฒ
Brandingโ€™s biggest is that it is often synonymous with logos, graphics, and brochures. This is not wrong, but it isnโ€™t the whole truth either.

Brand service providers often struggle to convey effectiveness in clear and quantifiable terms. While a well-crafted brand is undoubtedly essential for long-term success, the challenge remains in articulating its direct impact on the bottom line.

Thus, sales-enablement services or products are preferred over brand-related ones.

๐—ข๐—ฏ๐—ท๐—ฒ๐—ฐ๐˜๐—ถ๐˜ƒ๐—ฒ ๐—ฎ๐—ป๐—ฑ ๐—ง๐—ฎ๐—ป๐—ด๐—ถ๐—ฏ๐—น๐—ฒ ๐—ฅ๐—ฒ๐˜๐˜‚๐—ฟ๐—ป๐˜€ โ€“ ๐—ง๐—ต๐—ฒ ๐—ฆ๐—ฎ๐—น๐—ฒ๐˜€๐—ณ๐—ผ๐—ฟ๐—ฐ๐—ฒ ๐—ช๐—ฎ๐˜†
To make my point further, and to expand on the wordplay, letโ€™s consider Salesforce, the company. It speaks the language of objective metrics and tangible returns. And since data-driven decisions rule, clients increasingly value the concrete outcomes that robust sales solutions can deliver.

Salesforce provides a roadmap with data-backed insights, demonstrating the real value of the organisationโ€™s efforts. It’s about turning leads into conversions, prospects into loyal customersโ€”a narrative grounded in numbers. Needless, to say that Salesforce doesn’t just promise; it quantifies success in measurable terms.

The irony is that Salesforce itself is a meticulously crafted brand. While it is a play of words, โ€˜Brand Forceโ€™ actively drives Salesforce, the company.

๐—ง๐—ต๐—ฒ ๐—ฃ๐—ผ๐˜„๐—ฒ๐—ฟ ๐—ผ๐—ณ ๐—ก๐˜‚๐—บ๐—ฏ๐—ฒ๐—ฟ๐˜€ โ€“ ๐—ณ๐—ผ๐—ฟ ๐—–๐—ผ๐—ป๐˜ƒ๐—ถ๐—ฐ๐˜๐—ถ๐—ผ๐—ป
So clearly, clients want more than aesthetics. They crave results. But, in general, Brand Force has failed to convey its ability to add to the Sales Force convincingly.ย In the end, it is about converting intent to impact.

In a business landscape where every decision must translate into a positive impact on the balance sheet, the objective nature of โ€˜brand thinking and brand buildingโ€™ is still struggling to stand out.

Until the brand is seen as a force that converts intent into measurable impact, and until the numbers begin to do the talking, Sales Force will win over the Brand Force.

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