On this blog and elsewhere, I mention that I am not a marketer, but a true sales person through and through. Good or bad, whether running my own organization or assisting others to run theirs, in my core I am a seller. Maybe it was the lemonade stand as a child, or raising money for Jerry Lewis telethons, or crafts that I made and sold in my grandmother’s retail store… I am comfortable more in the sales department than anywhere in an organization.
Therefore, I am really not qualified as a marketer or marketing wiz. But I know what sells — so I was pleased to see my business partners just north of the border outside of Vancouver, BC rebrand our sales effectiveness company to Conselleo. It was formerly known as Power Marketing – and many of the people I work with found a major disconnect between the fact that it is a sales consultancy yet with marketing in its name. I thought initially, when I came on board with them several years ago that it was a Canadian thing vs. American (corporate America has serious separation between sales and markeitng in most companies, and nee’r the ‘tween shall meet, but that’s another story for another day) As it turned out it was universally not connecting, so CEO Ian Selbie went through pains, after founding his company ten years prior, and used outside marketing, branding, and design help to create a fresh, winning image. Great job.
Not too long ago, I rebranded my business and while there can be a lot of pain involved in every step, the end results, when done well, offer abundant benefits.
When thinking about your own brand and the products and services you sell, does it resonate with others? You know when it is time to re-visit your brand when you have to give a long explanation when you say the name of your business, or you find yourself immediately nervously explaining any potential disconnect between what you said and what you do. Yeah, some of you are nodding your heads, I can tell. To verify, check with your trusted advisors. Then take action.