Short-term sales pressure clashes with long-term brand growth. How will you strike the right balance?

All brand marketers need to effectively balance and manage both. The key is to make sure you're finding ways to deliver true value in your product or service which is not predicated on price alone. That's challenging but can be accomplished in a variety of ways and the best products and services bake the marketing into the development and delivery of them in a way that insulates you from the competition and mitigates the impact of economic cycles. Having the discipline to invest in brand building while also implementing shorter-term lower funnel marketing is critical to ensure your addressing short term business needs while also positioning your brand and business for mid and longer-term success.

Increase your coverage and work on store visibility of the product. Like they say in FMCG, "whatever is seen is sold". Don't over sell or under sell, product moving on the shelf gives confidence to the trade and consumer alike. Short term targets gives the foundation for long term goals. Stay focused on the long term as that is what will ensure sustained growth.

Focus on Sustainable Practices: Implement sales strategies that drive immediate results while supporting overall brand integrity. Prioritize Brand-Building Investments: Invest in activities such as customer loyalty programs and quality enhancements that contribute to long-term brand success. Review Performance Metrics: Regularly assess how short-term tactics affect long-term goals to ensure alignment and avoid compromising brand growth. Ensure Open Communication: Maintain transparent dialogue within the team to align short-term actions with long-term brand objectives and vision.

Balancing short-term sales pressure with long-term brand growth means aligning your sales goals with your brand vision. Use sales tactics that enhance brand value, track how these actions impact your brand’s future, and keep your team in the loop about how immediate efforts support the bigger picture. This way, you drive quick results while building a strong, sustainable brand.

Sales tactics should be aligned with the overall brand objectives,mission and vision. During the short sales tactic, promo or engagement, value must be driven to appeal to the audience. The idea is to encourage higher user frequency of usage, and offer an opportunity for potential customers to try the product. Caution should be taken to ensure the discounted pricing in the sales tactic doesn't bring down the value of the brand because some customers are price sensitive, they don't buy goods that are cheaper than competition, they believe the best goods are the costliest.

Perceived quality from online reviews and engagements as well as perceived quality and perception must be closely monitored to ensure the brand equity is sustained. Net promoter score NPS measures the degree of referral customers individuals will make for the brand. These are key ways to evaluate brand equity.

é importante fazer com que a marca agregue valor ao consumidor e deixar ela cada vez mais familiarizada com o publico, embora n?o devemos esquecer que existe passivos a curto prazo e uma das medidas tomadas para fazer caixa é diminuir margem para gerar receita imediata, ent?o o mais importante é analisar a saúde financeira para que n?o haja sacrifícios futuros em seu estoque garantindo cada vez mais um mark-up satisfatório na venda da marca.

Immediate discounting, while tempting, often undermines long-term brand value. Prioritize customer experience to foster loyalty and advocacy while driving immediate revenue. Implement a balanced sales funnel nurturing leads for future growth. Leverage data analytics to optimize strategies and measure both short-term and long-term impact. By focusing on reaching more consumers at the lowest possible cost through efficient digital channels, you can achieve sustainable growth without compromising brand integrity. Remember, long-term success hinges on building strong customer relationships rather than short-term price reductions.