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Suck at Sales? Then Don’t Sell. Build A Brand Instead.


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Build Your BrandThe problem with the word “brand” is that it means many different things to different people. Industry pros are always defining it in esoteric (and often unhelpful) ways and business owners mostly think build a brand means they just need to get themselves a logo, a fancy website, pro photography, some cool fonts and call it good.

And that’s exactly why lots of business owners don’t think they need to build a brand. Lots of businesses succeed without having any of those things.

But let me ask you this:

Do you need people to buy things from your business?

Well then guess what…

Branding is just a way to sell things.

The first misconception I want to clear up is that branding isn’t a thing you buy from a designer. (Note: I’m saying that as a brand designer.)

Brand design is a piece of the brand strategy puzzle that we call that brand identity–but it’s not the same as building a brand in and of itself.

In an increasingly competitive environment, brand design has the power to help small businesses stand out, build awareness, and establish credibility … but the most important work you’ll do to brand your business is to get crystal clear about:

  • The problem you’re going to solve for your clients
  • Who you’re going to solve it for specifically
  • The reasons why people should choose to hire you instead of your competition
  • What you stand for
  • What you want to be known for
  • What the experience is like to work with you

If somebody has come to you to purchase something from you, you’ve already “done branding.” The question is whether you’re doing it intentionally.

If you can’t answer the above questions easily, any marketing initiatives you undertake will lack a solid foundation (otherwise known as “just winging it.”) . I recommend working through the exercises in The Brand Story Blueprint to get clear about your brand positioning and what your clients need to hear from you.

Now for the part you’ve been waiting for —  how exactly does a brand “sell”?

First we must clarify…

The difference between branding and selling

“Selling” is defined as an activity that leads to a transaction: cold hard cash in exchange for the product or service you’re offering. We usually think of it as being convinced to purchase. Right?

But think about the last time you were “sold” something.

For me, it has to be the time I went to Hawaii and was seduced into buying a timeshare I didn’t need and couldn’t afford but oh my gosh, Hawaiian vacations for life! 

But most of the time it works like this: We aren’t sold a pair of shoes, we buy Converse All Stars.

The salesperson is there to get the box from the back room, answer your questions, and ring you up at the cash register…not to convince you to buy.

The brand did all the selling.


Now I know you’re thinking, “I know that people buy brands, but I’m not a global brand, I’m a consultant. What does this have to do with me?” 

Branding works the same way for any business, even yours

No matter what industry you’re in, I bet you can name someone with nary a salesperson in sight who has clients flocking to them to buy. It’s not about selling, it’s about the customer’s perception that there’s no other person quite like them.

Getting to the heart of why there’s nobody else quite like you and then communicating that consistently (through words and visuals and actions) is branding.

Think about the last time you hired someone — whether to help you in your business or to mow your lawn. Did those service providers “sell” you their service? I’ll bet you did some research, visited their website, looked around at some other options and compared them, checked review sites or comments left on their Facebook page… and because after all that, you felt good about them, you reached out. Yes?

You can call this a “sales cycle” or a “buyer’s journey”… it doesn’t really matter how you label it. What matters is that you understand that there’s a psychological process people go through before they decide to buy something from you.

Branding takes your potential clients by the hand through that process and guides them to the sale.

Most people who buy your service aren’t going to be “sold” your offering, even if you try to sell it. It’s branding that facilitates the sales process. Branding is what creates the good feeling that leads to sales.

Please note that I’m using verbs. Branding is a verb, a thing you do. Everything a company does contributes to the brand-building process.

How Exactly Does A Brand Sell?

When your customer is making the final decision to purchase from you, they may reach out to you and schedule a sales call. But that’s mostly just so they can get some reassurance, and your main job is not to blow it (meaning that you live up to the promises and expectations you’ve established up until that point).

More than likely, they’re already ‘pre-sold’.

By the time they get to this stage, they’ve gone through a psychological process that went like this:

  • They became aware of you. They were struggling with something and you offered them a solution to that problem. You spoke their language, you understood. They formed an opinion and felt a certain way about you right from the get-go. Maybe it was how you dressed or wore your hair, or how you spoke, or how helpful your website was and how easy it was for them to find useful things there.
  • You appeared on their radar again and they began to recognize and remember you; their opinions and feelings about you grew stronger; they started to trust you.
  • When they were out looking around at all their other options, it seemed like nobody else was offering quite the same thing you were. Those other guys didn’t “get them” the same way you got them. They didn’t feel the same way about the other options.

Everything that happens in the mind of your customer that leads them to a purchasing decision is influenced by the way they feel. And the way they feel about you is your brand. Branding is the “stuff you do” to influence those feelings.

[At this point, you might be wondering, “Well then what’s ‘marketing’?” Branding and marketing are interlinked, but you can think of it this way: marketing is brand building.]

If you believe that buying something is in any way influenced by emotion, then you believe in branding.Click To Tweet

No matter what kind of business you’re in, no matter how tiny, branding is what influences people to notice, choose, and purchase from you.

How To Build Your Brand With Intention

The first thing you need to brand your business intentionally is clarity, and that’s hard to get on your own. If you’ve pushed the notion of branding to the side — “I’ll get to that later” — I’ll bet it’s either because you weren’t clear about the purpose branding serves (or that you were already doing it), or you weren’t clear about some aspect of your business, like:

These are things I help my clients understand before we get to the fun part (picking out colors and fonts and creating pretty websites).

The end goal of the branding process–make no mistake about it–is sales. Generating client leads. Building trust. Communicating the right message so people’s perceptions align with their experience of working with you.

To Build a Brand That Sells, You Must Be Clear About…

  • WHAT: What is it that you do? Can you describe that in clear, specific, memorable language that people can understand within a few seconds? If your message is muddy, nobody else is going to be clear about it either. And when people aren’t clear, they forget about it. Instantly.
  • HOW: You do that amazing thing, but there are other people out there doing it too– why will your client choose you? Communicate the benefits of your offer, the ways the experience is different, and the transformation they can expect when they work with you that’s unlike their other options.
  • WHY: Simon Sinek famously said, “People don’t buy WHAT you do, they buy WHY you do it.” Why should people care about your business? Why does it exist? What is the change you’re trying to make for your clients, your community, and the world? When you have a strong purpose, people who are aligned with those values will want to be a part of that.
  • WHO: Who is this for? If it’s “anyone who needs WHAT I sell” you’re positioning yourself to compete with literally everyone. Be specific about your target customer and then get to know them–their pains, their struggles, their problems–better than anyone else.

I go into this deeper in The Brand Story Blueprint if you lack clarity around any of these foundational aspects of your brand.

In summary

Sales is an uncomfortable topic for a lot of service providers but if you build a strong brand, the right people will naturally be attracted to you.

Are you clear about your WHAT, HOW, WHY and WHO? Once you are, get out there and communicate it clearly and with consistency and you’ll be well on your way to building a brand that pre-sells your services for you.