You're struggling with short-term sales results. How can you ensure long-term brand value?

Brand image can not be achieved in 24 hours. Every individual has some some brand value attached to his/her behaviour as experienced by others, may be in a small circle. Brand value is achieved over very very long term. Once some brand image is achieved as perceived by others it is very difficult to change in a short time. Probably it might take a generation. But it can be destroyed in a very short time a month/ a year etc.

Always maintain consistent messaging for your brand, and consider using a catchy, rhyming slogan that people will remember. A memorable slogan can bring a brand back to life, even years after it faded from the market, as we've seen with slogans being referenced in comedy shows and movies. Ensure your brand has a strong presence, and consider hiring a powerful brand ambassador. Just like Boost, which hired Sachin Tendulkar and remains in the market with its slogan, "Boost is the secret of my energy," or Horlicks with "Taller, stronger, sharper," a strong endorser and a memorable slogan can make a lasting impact.

Brand is more than a long PDF. It's also more than a few hex codes and brand versions. Actual brand consistency means alignment across ALL teams on tone, editorial style, personas, content, MVV, and more. Take the time to gain true alignment before rolling our your brand guide (and include examples/templates).

Today's short term goals were long term goals in the past. This indicates that you did not work on the long term goals in the past. Better late than never start working on the long term goals now. Take the help of AI to analyse the past data, understand the current market trends, work on Swot which will give you direction for long term goal

Strong brand recall helps in both long term and shorts term sales but one can’t be Nokia not focusing on why short term sales have gone down. In today’s world, dynamics change in short term itself where USPs no more stand unique as competitors catchup. So be cognisant of your competitors in case your sales fall. There is a classic example of juices category. When Raw entered juices with claims of fresh juice where market is flooded with canned juices which are full of preservatives. Real and Tropicana never responded to this and they got a major dent on online commerce per se where user is quite educated and takes informed decisions. Raw became a 200cr brand in a short span of 4-5 years.

Customer loyalty can often boost sales with more usage, new features and market expansions. There can be times when new business can slow down or change cycle. Stay close to your customers needs so you can add value throughout their customer journey. Consider a referral program or incentives where appropriate to encourage introductions and referrals. And monitor if your power users change jobs as they may want your services at their new role too. Most importantly, protect your renewal revenue so you don’t have a leaky revenue bucket. Churn can slow down growth plans so retention marketing should be a gtm best practice.

One of the strongest signals you can send to prospects / customers is the good word of other customers. I wish I had research figures to support my point, but at least in tech B2B marketing it seems like we do not invest enough in customer marketing, specifically helping our customers broadcast their thoughts to the market. Think of all the places that customers could be providing a voice for your company from online groups to press activities to conventions/tradeshows to referencing to blogging to ... spend more on those activities.

Your business does not exist without customers, so ensuring that they are top-of-mind is important to building a sustainable operation. Engaging with customers regularly and through different channels can help you understand how they see your business and the value it brings. It's also crucial to remove as much personal bias from your interpretation as possible. Don't "sugar coat" the results of your customer surveys and interviews - take a hard look at the responses, even the negative ones. Try seeing your business through the perspective of your customers. We can only build better businesses when we challenge and improve upon the status quo.

A customer-centric approach places the customer at the core of your business strategy and operations. A customer-centric approach involves deeply understanding customer needs and preferences, personalizing experiences, and consistently delivering exceptional service across all touchpoints. It emphasizes using feedback to drive improvements, building strong relationships, and anticipating customer needs to enhance overall satisfaction. This approach ensures long-term loyalty and aligns business operations with customer expectations.

Getting a sale is easy, keeping the customer and creating a raving fan is the hard part. Cutting corners can win you a deal but renewing a customer is where the real win is. You have to look at the lifetime value of a customer. If you compromise on the quality and support, you jeopardize realizing the full revenue potential of that customer and you increase your cost to acquire new customers to replace them. This ultimately leads to the business failing.

When you are accountable for any sales, that takes over everything else, especially when things don’t go as planned. I always like having people working on both fronts: short term and long term. And the short term team (this weeks sales) cannot influence the long term team (SEO, engaging and relevant content creation, discovering and testing new channel and new technologies, keyword trend analysis, building brand voice and staking your claim as an expert in your industry…) All the long term stuff will payoff eventually…but it’s the patience most managers don’t have. So be patient and trust the process.

To offer my customer a solution that will work for them longtherm ore solve a problem is always more importent than go for a quick win to get sales numbers in. Dare to say no. Long therm thinking will bulid repore and thrust whit your client.

One thing I’ve seen every organization struggling is the resource limitations. With the given finite resources, it’s vital to know the market the brand wants to play in and why. Is the market ROI is there and does the value present to fill the gaps. What value do you bring to the target market and can you execute effectively. Better to focus on few targeted markets and refine messaging accordingly. Strategize and execute well to get best productivity from efforts. Strategic positioning deserves an extensive brain storming before the framing the strategy plan. Example can be Horlics for “growing child” or the Mahindra Thar for young and adventurous or alternatively to “explore the wild” in you.

Know who you are and identify the ideal customer that fits your model. This is key to long term success. If you are an SMB type of business, focus your efforts on this segment. If you are an enterprise type of business, focus your energies there. Product fit and strategic positioning enables success!

The ability to stand out and be remembered is something that every company and professional must do in this day and age. First, decide what customers you want to serve, what product you want to sell or service you want to deliver. Next, think about the type of messages you want to send out when describing your company, product and services. Make sure that your company is not just one of the hundreds and thousands of other companies selling the same product or delivering the same service. For example if you are selling the most expensive product in the market then you must think of how to stand out and differentiate through THE WAY YOU SELL IT.

To ensure long-term brand value, focus on strategic positioning that highlights what makes your brand unique. Rather than competing on price, emphasize the distinct benefits and value your brand offers. This approach attracts customers who align with your brand’s values, turning them into long-term advocates who choose your brand for reasons beyond just cost.

As much as we desire to control the positioning of our brand, customer perception of our brand and products is what really determines our brand’s position in the market. While it may be tempting to create sales through discounting or other short term tactical activity, staying true to what your customers expect from your brand is what creates sustainable competitive positioning in the market. This is especially tough when you’re a public company and your shareholders are expecting continuous growth in revenues (and profits). If your sales are not what you need, then it’s time to revisit the root causes (poor quality, high price, better features in a competitor’s product, …) and address those issues head on - decisively and quickly.

Maintaining long-term brand value during periods of short-term sales struggles requires a strategic approach that balances immediate needs with the overarching brand vision. These are the few important takeaways which can help in long run. 1.Focus on core values 2.Enhance customer experience 3.Audience Engagement 4. Innovation 💡 5.Customer retention 6.Focus on sustainability 7.Communication & transparency

Marketing outcomes need to be realistic and in proportion to the level of investment - both in terms of actual budget and resource; but perhaps more importantly, investment in cross-disciplinary planning and alignment. When Sales, Product and Customer Success teams invest in being part of the marketing campaign and content planning process, marketing execution and outcomes are always more effective and successful.

Building a strong brand takes time and perseverance. Even when short-term sales results are struggling, it's essential to focus on long-term brand value. Here are 8 key strategies to help you stay on track: 1. Prioritize customer lifetime value 2. Invest in customer experiences 3. Develop a strong brand identity 4. Focus on quality and consistency 5. Emphasize storytelling and emotional connections 6. Foster a strong company culture 7. Encourage customer loyalty programs 8. Continuously innovate and improve Remember, short-term struggles don't define your brand's long-term potential. Stay focused on building a strong foundation, and the sales will follow. #brandbuilding

Marketing and IT can make the sales cycle easier and the brand more impactful. Invest in the right tools and resources to manage those tools. Orgs often fall short on the second piece!

A general rule of thumb for brand longevity and long term brand health is to spend 60% of the marketing ad budget on brand related communication and 40% on performance marketing/ digital promos and ads. Brand related communication means ads speaking about the USP/ purpose/ brand promise/ core benefits etc ie brand aspects that are relatively timeless and won't change from campaign to campaign.

Consider other promotional methods such as brand partnerships and contests instead of heavy discounting as a means to bring in short-term sales as over discounting can be harmful to the brand. Alternatively, keep big discounts to a minimum.