Attract and retain your ideal customers, reduce the need to compete on price, make it easy for your sales staff to sell and refresh your business.
People will make a buying decision based on their emotions rather than their minds, branding is about influencing how people feel about your company and all those other micro decisions that influence our main decision, such as desire, trust, effectiveness, quality, cost, etc.
Setting the right tone and expectation for your customers, and then delivering on it, will win customer hearts, minds and loyalty. It will reduce the need for you to compete on price and make it easier for your sales staff to communicate the benefits and features of your business.
So, the key to a great brand strategy is to attract, engage and retain your most profitable customers.
Research, collate and unify your current marketing initiatives and develop ideas for new initiatives.
Make it easier for your customers to understand your brand message and service offerings.
Design and market to your customers through your new and exisiting touch points.