How To Sell Brand Strategy
How To Sell Brand Strategy [6-Step Framework]
So, you’re ready to offer brand strategy services to your clients and one of the very first concepts you’ll want to learn is how to sell brand strategy right?
It makes sense.
There are plenty of businesses looking for branding services, though most are only expecting to fork out for a logo and maybe a website.
So how can you charge up to 5 times more and still get your clients to happily pay for what you’re offering.
In this article, we’ll uncover exactly that.
Learning How To Sell Brand Strategy
When I first entered the realm of brand strategy, I had no idea how to sell it.
I was offering something that was more expensive than what I believed my clients could afford and I was already struggling with clients low-balling me on price.
Those early days as a brand strategist threw up more questions than answers including:
How do I know if my client is interested in brand strategy?
How do I know if they have a budget for it?
How do I introduce brand strategy into the conversation?
How do I show the value of brand strategy?
How do I convince them I’m a branding specialist?
Why would they listen to my advice?
How to I convince them without being salesy?
How do I convert them into a paying client?
Over time, I learned the answer to all of these questions though not without plenty of head-scratching and mistakes.
In the end, I had many paradigm shifts, I learned to look at things in a different way and more importantly, I found the key to selling brand strategy, without actually selling.
This 6-Step Framework is how I do it.
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Forget Branding Services.
Your Client Wants More
One of the very first paradigm shifts you need to have when it comes to selling brand strategy is what your client wants.
Forget what they think they want or what you expect them to ask for.
Preconceived ideas are the fastest way for you to get the short end of the stick.
Take a step back and see your prospect for who they are.
They’re an ambitious business leader with hopes, dreams, and aspirations to build something bigger than themselves.
Hopefully, something that will change the course of their professional career and possibly the lives of their family.
They may come to you asking for a logo or a website or a brochure, but what they’re really looking for is help to turn their ambitious idea into a reality.
Help to build the brand they’re dreaming of.
Brand Design vs Brand Strategy
Ask any small business owner if they know where to find graphic design work and you’ll have plenty of suggested directions.
Ask them where to find a brand strategist and the suggestions probably won’t go beyond a Google search.
At the same time, you can ask any designer what branding means to them and you’ll likely get variations of “a brand is not a logo”.
So what does this mean?
There is a disconnect between branding professionals and entrepreneurs about what branding is, what it’s not and the role it plays in the success of their business.
It’s not your client’s fault.
They’re not the expert.
And as the expert, it’s your job to clarify their understanding of branding so they can make an informed decision about what they need to build a successful brand.
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