Starting a Business: Article 4 – Branding, Marketing & Sales

In video 4 of our ‘November Theme – Starting a Business’, I talked about Branding, Marketing and Sales. CLICK HERE to watch the video.

The selling process of a Business consists of the following aspects:

#1 Branding

#2 Marketing

#3 Advertising

#4 Sales


When you create a selling strategy its very important to understand the sequence in which sales take place:

Phase #1: Attention – You need to grab a prospect’s attention in order to communicate to them who you are and what do you do.

Phase #2: Communication – After you successfully grabbed the prospect’s attention, he/she is open for communication. Now is the opportunity to inform them about who you are, what do you do and why they need your products or services.

Phase #3: Trust – When you’ve communicated a clear message, prospects will trust you and only now are they ready to buy from you.


#1 Branding

Before you start with Branding, it’s important to first answer the question ‘what emotional concept am I selling and to what target market?’ The answer to this question will help you to create a Brand that will:

  • Communicate the correct message to the target market regarding your products or services.
  • Resonates emotionally with your target market.

A Brand consists of the following 3 aspects:

  • Brand Name
  • Tagline
  • Logo

Branding is probably the most personal thing in an Entrepreneur’s start-up or existing business. It’s important however for an Entrepreneur not to get emotionally carried away and mix personal messages into his / her Brand’s message.

When it comes to branding a Business, make sure it’s simplistic and clear to understand for the prospect within 5 seconds. Either the brand name or the tagline must be very specific and focussed on the Industry and concept of what the Business does.

The logo needs be simplistic and fit in with the Brand message, if you’re stuck on ideas, a circle is always the best bet to start from.

Branding includes all three areas of the selling sequence. Your brand (specifically logo and name) needs to grab the prospect’s attention, and the tagline communicates a message to the prospect.

A Brand with an ethical tract record, that’s been built over years will automatically create trust with the public.


#2 Marketing

Marketing is all about grabbing the prospect’s attention. Marketing is a long-term investment and consists of communicating a clear and consistent message to your target market over a period of time.

There are different forms of marketing, however before you select your marketing channels you first need to identify where your target market’s attention is at. If you can answer that question, you can choose the best vehicles that will provide you with efficient results.

Marketing Channels include:

  • Social Media: Facebook, Instagram, etc.
  • Networking: LinkedIn and BNI
  • Newsletters: Mailchimp
  • Video: Video Content & Articles


#3 Advertising

The idea of advertising is also to grab attention, however the difference between marketing and advertising is that advertising is to get an immediate result and make a sale. The idea of marketing is to buy the space in the concept’s mind of a period of time that you are the best.

Advertising is a very direct promotion to make a sale and good advertising vehicles include:

  • Google AdWords
  • Facebook Ads
  • LinkedIn Ads
  • Newspaper Ads


#4 Sales

After you’ve successfully grabbed the prospect’s attention and he /she is interested in what you offer, the prospect becomes a quality lead. Emphasis is on quality. It’s in some spaces very easy generate a lead, however easy come – easy go. The more time and effort you spend on your lead generation channels, the better quality the leads will be and that in return will boost your conversion rate.

You have a very small window of opportunity to communicate with the new lead. Unfortunately, there’s a bad stigma when it comes to sales. I would like to change your perspective on sales, in my opinion sales is nothing other than a quality product / service, sold at a good price, with good service delivery that’s communicated clearly.

With this in mind, you need to be prepared before you engage with the lead and communicate. Your communication to the lead needs to be clear, specific and easy to understand. If your message in the marketing and advertising channel is consistent with your sales pitch, you have an opportunity to win the lead’s trust and persuade him/her to buy from you.


There you have it, the selling process in a nutshell. Note that this may differ from Industry to Industry, but at the end of the day the selling concept remains the same; (1) grab the prospect’s attention; (2) communicate a clear message & (3) win the prospect’s trust.

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