Are You Building a Brand, or Just Running a Perpetual Sales Campaign?

I've been very fortunate over the years. I have had the privilege of sitting in boardrooms, coffee shops, and video calls with numerous founders, CEOs and senior leaders across many countries.

Many of them often say “Our brand is our most important asset.” And we all nod in agreement. It feels good to say that. It’s the right thing to say.

But then I look at their brand activity. And I see marketing calendars dictated entirely by monthly sales targets. I see social media feeds that are little more than a relentless stream of “20% OFF!” and “BUY NOW!” I see panic-driven, reactive campaigns launched the moment a competitor makes a move. I see entire strategies thrown out the window because a new quarter has started and the pressure is on.

And then I ask: Is your brand really your most important asset? Because your brand's activities do not seem to echo that conviction.

Building a brand is patient, deliberate, and often, the ROI isn't immediately obvious on a spreadsheet. Chasing sales, on the other hand, is reactive and transactional.

So, the question I’m posing today is this:

When you look at your budget, your team’s KPIs, and your own calendar for the next six months, what percentage of your resources and energy is truly dedicated to cultivating that long-term relationship? And what percentage is spent just trying to get a match for tonight?

The irony is that a powerful brand is the single greatest asset a sales team can have. A strong brand builds trust before the first sales call is even made. It creates preference, commands a premium, and fosters a loyalty that a discount code could never buy. It turns customers into advocates.

Are you building a legacy, or just hitting a target?