The difference between branding and traditional business is that branding attracts the leads and sales to come to you rather than you having to go to them. When you’re a brand, you have an audience that already knows, trusts, and supports you. So, if you have successfully built a brand, you don’t even have to do too much selling. Your name and reputation precedes you. And, your audience is already sold before you pitch. They’re ready to buy even before you’ve made an offer.

Branding is playing the long-term game, rather than settling for the short-term gain. Before you can get anyone to even consider buying what you’re selling, you have to give them a reason to even care in the first place. With so much at our fingertips, attention is an increasingly rare and valuable commodity. Branding helps you win the attention you so desperately need if you hope to get your audience to take action. How do you win attention and build brand? By unselfishly giving value to your audience before you ask for anything in return.

Branding isn’t something solely for the creative and the cool. Branding makes good, practical business sense. And, the good news is that it’s totally doable with the right team by your side.