If you are thinking of pursuing a career in sales and marketing, you can expect many rewards.
First of all, the knowledge and the experience you’ll get will open up a world of opportunities to you. Moreover, just because you’re in sales and marketing, it doesn’t mean that you only have to think about selling a product. In fact, if you’re good at meeting people and sales, you will probably also enjoy creating sales plans, identifying leads, finding prospects, and converting them into customers. What’s more, you will get a ton of satisfaction from it. You’ll find it quite rewarding, as every new customer account will serve as a confidence boost.
However, that’s not all you can do. You can also enjoy creating marketing strategies and growing the brand. You will get a chance to use your creativity and develop advertising and communication plans that will be not only interesting but effective as well.
What’s great about pursuing a career in marketing and sales is that it’s above all an interesting job. You will build brands and deliver incredible value to your consumers, which in itself is rewarding enough. Still, some brands get quite famous as well – and wouldn’t it be great to be a part of their growth?
These brands are always on someone’s mind, and practically anyone can instantly recall them. For example, Nivea and Olay in the beauty industry, or IBM and Dell in the tech industry. These are recognisable global brands.
But they are recognisable not just because of their popularity, but their logos and images as well. Even children know Microsoft and Apple today, not to mention Ikea, Tesco, and Target. We are all familiar with British Airways, Lufthansa, and other popular airlines as well. Their images and logos are etched in the memories of many, which gives them even more power over consumers.
Nevertheless, brands are not just about visual images or logos. Of course, the logo is a vital part of their identity and a tool they can use to communicate with their customers. However, branding is a complex matter. Brands also work on building value for the company itself, apart from delivering core value with their services and products. Thus, even though marketers tend to associate brand building with product lines, those successful brands have also allowed the organisations behind them to gain recognition and a value proposition.
Establishing a relationship with the consumers
In order to breed loyalty within their consumer base, brands also have to establish relationships with their consumers so that they might reach the success they’re looking for. After all, customers can stay loyal for the rest of their lives. Take for example those people who are still using Kellogg’s or CitiBank’s services. They’ve been relying on them for a long time, so it doesn’t make sense to them to opt for another brand after many years of good service and products.
You won’t be the only one who’s building the brand
The marketing sector is not the only part of an organisation that is trying to build a brand and deliver a value proposition across all aspects of it. In fact, the entire organisation has to participate.
Incremental value is of the essence, as the organisation has to deliver it through the brand. Moreover, the organisation has to focus on it as soon as people start noticing the brand and seeing a reflection of themselves in the organisation’s set of values. Once that happens, the delivery of incremental value turns into a continuous process which is continually assessed and adjusted accordingly.
However, since markets are always evolving, brands have to evolve as well. Thus, at some point, the organisation will have to adjust the visual logo, its characteristics, the brand promise and value, as well as the product offering in order to stay relevant. What’s more, they will also need to change their direction and growth strategy.
Nevertheless, brand image is always important, and it will remain crucial for the brand in the future as well. After all, the more the brand communicates with the consumers, the more powerful it becomes. Thus, brand managers have to be conscious, continuous, and in a consistent process of development.
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