Both sales professionals and companies have brands. In our world of overwhelming options and distractions, a brand becomes shorthand to communicate things like:

  • You’re in the right place
  • You can trust me

In his book, This Is Marketing, Seth Godin says that as consumers, “We scan instead of study.”

We area all busy. We are bombarded with messages. So, our mind filters things out and quickly categorizes them. When we see a person or a company our mind immediately asks, “What does this remind me of?”