Branding, the path to trust


Historically, one of the weakest links in the distributor sales process is a lack of good branding tools. I was reminded of this fact when a rep said he thought we were wasting time and money on branding. Although sales and marketing are seemingly two sides of a coin, sales reps often question how branding relates to, or can improve, sales efforts. 

According to Rich Thompson, Vice President of Marketing, ITW Welding North America, branding is defined as “a set of differentiating promises that link a product to its customers. The brand assures the customer of consistent quality plus a superior value (both functional and emotional) for which the customer is willing to give loyalty and pay a price that brings a reasonable return to the brand, the business, and its shareholders.”

I recently had the privilege of listening to Thompson give a presentation on how a distributor could use trust to build greater and more meaningful brand loyalty.

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