Brand Goals vs Sales Goals: Each are Important to Your Strategy

In some ways sales goals and brand goals may seem like opposites. But, they are two essential pieces of your marketing strategy that together will help to grow a consistent brand and a successful business with longevity.

First, let’s define the terms… A sales goal is a quantifiable number within a specific amount of time. Think SMART (specific, measurable, achievable, realistic, timely) goals.

A brand goal is based on effectively communicating a message or changing the way an audience thinks or feels about your brand. This is a goal that is not specifically tied to motivating sales and by nature is less quantifiable.

Another way to look at these two options – short-term win vs long-term success.

Which option do you think carries more importance? Your thoughts may depend on the maturity of your business.

If you’re just starting out and have limited funds, those first sales could feel like everything. But if all of the focus is directed to making a sale while ignoring the long-term repercussions, your brand is susceptible to fading out and having no perceived value.

On the other hand, a multi-billion dollar brand that has decades of history is likely focused on quarterly or yearly earnings for its shareholders. Brand recognition alone isn’t enough and it’s important to have strategies for sales campaigns that bring in dollars today.

How do you apply this to a small business?

For starters, don’t put all of your eggs in one basket. Invest in both the now and in the long-run. Here are a few tips:

  • Always track conversions for your sales goals, whether this is online or offline.
  • If you have a communication brand goal, look for ways to monitor it. Can you list how many users saw your message in a branded social media post? Survey your audience? Or, find ways for your sales and customer service staff to track the types of questions and phrases used by new customers when they reach out.
  • Branding is important in gaining the know-like-trust factor with your customers. This is how you build an audience of high level clients and customers who want to pay what you are worth and rave to their friends about you. Look for publication opportunities as magazines and online outlets need new content daily, or join a local chamber and network with members. Both are a great way to build your network, generate leads, and establish your brand.
  • It’s crucial to maintain clear, consistent branding in every message or ad. A campaign theme is okay, as long as it is still tied to your brand. The newer your brand is, the more you should not deviate from your brand visuals.
  • Consider the carryover effect of your marketing. Try to have a dual purpose in most of your messaging to elicit sales but also communicate a message that is favorable long-term for your customers.
  • Let your customers speak for you. If you want to elicit immediate action or sales but want to maintain the value and quality of your brand, use customer testimonials to make a message less salesy. Positive reviews and testimonials increase consumer trust in your brand and influence their buying decision.
  • Sandwich your brand and sales messages together. We call this the 70/30 rule in your online presence. Add value and show what your brand can do for your audience 70% of the time, while 30% of the time should be devoted to getting your audience to take action. But be sure to give them a reason to do so!


Alissa Paik