Why Selling Brand Strategy Is *kinda like* Selling A Novelty Christmas Sweater

I bet you never thought you would ever see something so blasphemous as me comparing brand strategy to a novelty Christmas jumper of Santa taking poo.

Don't get me wrong, brand strategy is FAR more important to a business than a cool looking lol inducing sweater.

But the parallels are there, and hey that's what a good hook is for right?

Truth is the hardest thing when it comes to selling brand strategy is trying to convince someone they need something if they...

think they don't...

..don't understand it.

So instead we try to either

educate and sell at the same time - here’s what it is, here’s why everyone needs it...

or...

Sell a laundry list of features, we're gonna -

Map out your mission statement
Do voice of customer research
Map out your why
Work on your messaging etc etc

Instead of doing either of those things, which in other words are 'selling the what'

Try to sell the 'why'.

You mentioned that you often get cold in the mornings at Christmas time.
You've got a great sense of humor and you wish more people would understand that
If we can keep you warm and make you feel funnier it means your family will like you more.
You'll get more lols, be warm and happy at the same time.
Here's a great novelty Christmas jumper.

Instead of selling 'what it is' tell a story about the client, and WHY they need it.

Hope that was useful.

Hayden