I’m lucky. I’ve learned from world class Brand Builders and Marketers. And these masters of the art were universal in their appreciation of the most important part of any business. And it’s neither Brand nor Marketing.

It’s Sales.

Properly understanding how Brand and Marketing are different to Sales is important. It’s important so you can optimise how they work together. Because only then can you begin to address the stickiest business communications challenge of all – Brand Integration (Believing In and Becoming the Brand).

And why is Believing in and Becoming a Brand important? Because Brand Rich Businesses – Are Rich Businesses.

If Sales teams are dogs, Brand and Marketing teams are cats. Or vice versa. It doesn’t matter. ‘Point is; they’re different animals. Here’s how:

  1. Sales think mostly short-term. Marketing and Brand think long term (and short term).
  2. Sales are reactive to objections and barriers. Marketing and Brand are proactive because they must identify, anticipate and satisfy understood customer requirements (profitably).
  3. Sales seek familiarity, safety and connection. Brand and Marketing seek different, stand-out and downright weird.
  4. Sales is hands on and practical. Marketing and Brand are (more) hands off, analytical, strategic and principles-led.
  5. Sales thinks about selling. Brand and Marketing will think about story, juxtaposition with the segmented competitive set, crafting perceptions and driving behaviour and preference.
  6. Sales is urgent. Brand and Marketing is patient.

None of these are 100% one way or the other. And some areas of the business are impacted equally. Product and service development, for example. But recognising difference leads to a more harmonious day-to-day. And such harmony is crucial because Brand makes Marketing easier, and Marketing makes Sales easier, so more harmony means that, ultimately, the business wins.

So here’s to acknowledging that Brand, Marketing and Sales are indeed very different. Here’s to understanding, unravelling, fathoming and codifying the trickiest part of all brand work – Brand Integration.

And here’s to the universal, ultimate goal – to sell more.

PS. If Brand and Marketing teams were cats, they’d be two different types of cat. But that’s not for now. Another time.

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