Joining vs. Buying: The Power of Branding Over Selling
Have you ever been to a bustling mall or a popular tourist spot and felt overwhelmed by persistent vendors? They seem to emerge from every corner, offering products with aggressive sales tactics. Their approach often includes bartering, discounts, and relentless promotion. Their goal is singular and transparent: to close the sale.
However, this method tends to repel rather than attract. Why? It's not just the persistence, but the underlying message it sends: you are a target, not a person. This perception is born from several distinct vendor behaviors:
Lack of Personalization: Vendors often do not understand your desires or needs. They are not equipped to assess whether their product aligns with your interests or requirements.
Short-term Focus: These sellers are interested in immediate sales, not in building a relationship or securing your future business. This approach is transparent and off-putting.
Indifference to Customer Frustration: There is often a blatant disregard for the annoyance or frustration their tactics may cause. It's a gamble they're willing to take in the hope of a quick sale.
Desperation: The 'now or never' attitude can be repulsive. Desperation is not an attractive quality in any interaction, commercial or otherwise.
Sadly, this approach is not limited to street vendors. Many businesses and organizations still rely on these tactics, often wondering why they fail to resonate with their audience. The answer lies in the difference between selling and branding.
Branding vs. Selling
Branding takes a longer-term approach, recognizing that the true value of customers extends far beyond a single transaction. Brands understand that customers have aspirations and seek connections that go beyond getting the lowest price.
Consider Apple, a prime example of successful branding. Despite their products being pricier than many competitors, they maintain a significant market share. Apple's strategy revolves around storytelling and identity. In one of their iconic advertising campaigns, Steve Jobs said in 1997:
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
This message resonated profoundly. People don't just buy Apple products; they buy into an identity, a worldview. They see themselves as 'the crazy ones' and Apple as a manifestation of that identity.
The Essence of Branding
Companies sell products, but customers join brands. A successful brand sees its customers as people, not targets. If you want them to buy, you must offer them a brand they want to be a part of.
Remember, any effort to acquire customers is marketing, and any effort to acquire customers and keep them is branding. People dislike being sold to but love buying into something that resonates with their identity and aspirations.
Aggressive selling tactics might yield short-term gains, they are counterproductive in building lasting customer relationships. In contrast, effective branding fosters a sense of community and belonging, turning customers into loyal advocates. Businesses looking to thrive in competitive markets should focus on developing a brand that resonates with the values, aspirations, and identities of their target audience.
