One of the most influential entrepreneurs in marketing and sales world is Grant Cardone. In his book "Sell or Be Sold," he outlines the importance of building your brand and following.
Do people know you because of your unbelievable work ethic? If you can’t answer YES to that, you’re not gonna get into that top 10 percent.
– Grant Cardone
In order to be successful in business you need to be able to sell your product or service. This can be done most effectively when your brand and vision is communicated clearly and effectively. There is a limitless supply of potential customers all around you. They are looking for the next big thing in companies that provide a great value exchange. Now this does not mean that price is the only way to compete and add value for your customers. In fact, the price is often one of the LEAST important factors when someone is considering a product. Instead consider aspects such as quality, ease of use, brand, customer service, and social impact.
Think about your favorite brands or products. An ideal example is Apple and the products inspired by Steve Jobs. Samsung's features are often superior to Apple, however Apple consistently captures a large market share. Apple products are known to be well designed and easy to use. Although expensive, the products last years and have new and innovative features. But the value you receive from Apple does not end when you purchase their phones or computers. You continue to receive additional value from features such as iCloud, Facetime, the App store and more. Many of these additional benefits are free or have a minimal monthly cost which is far below their added utility.
As a consumer, you often will choose the more developed ecosystem and brand. Apple has done an incredible job of communicating their unique product by marketing their vision.
Your goal is to expand and grow your business. That will require that you continue to find new customers and retain current ones. As you build a brand and ecosystem around your business to better serve the needs of an ever-changing marketplace you will need to communicate to your audience.
A marketing company will help you to expand and interact with your audience so you can focus on business operations while maintaining a stream of new customers. By letting others take care of daily tasks you are free to focus on what really matters.