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HOW TO: Sell your brand to your organisation

"We don't need a brand, we just need more sales". Does that sound familiar? It's often a view aired by too many people running B2B businesses. It's why they refuse to invest in creating, promoting and building a brand. The irony is that more often than not it will be the absence of a brand that is indeed holding back the sales. If you're not convinced then read on.

Let's start by thinking about how most people buy. The decision making process is well documented and whilst it varies by sector the key stages are similar across them all.

Problem identification