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Rebranding Your CPG Sales Force, Part 1 of 2


Recently, I had the pleasure of meeting with a potential consulting client and to my delight, he explained that all management employees were challenged with creating an individual Brand. And even more specifically, how their brand was helping this food broker grow!

What do you think of when you see this image?

It is an interesting and necessary assignment especially in today’s CPG arena. When you click on the “brand” link above, you’ll see my brand and learn what I stand for;  clearly that is providing proven solutions. That’s the main purpose of a brand! What does it represent; that I offer and am perceived as the only solution to solving CPG challenges?

So How then, do you go about branding/rebranding (I would like to think at this point most of you already have a sales force brand).

First, you have to establish a personal brand for each of your sales employees; actually they will be the ones establishing the brand. As leadership, you will provide the philosophy (what your sales force should be known for) and what they stand for and how that integrates into their personal brand.

And what you want to be known for is SOLUTIONS!  Just as I asked  the question in the photo above, the answer lies in your own interpretation. The key is that no matter the logo, there are many “common perceptions” –many like minded opinions of each of those “brands.” And that’s the whole point; to establish a common perception that identifies with your sales force by your target audience (clients).

What do you think of when you see this image?

You design and craft the message (perception). The two pictures represent strength and trust.  So if you read the linked articles then you know that it’s not about a logo, or position statement, it’s about SOLUTIONS!
What do your clients need? The answer below applies to us all.

“CPG sales forces are required to deliver comprehensive product, brand and category strategies.”


In part two, we’ll examine how to position your sales force to be “top of mind” when it comes to solutions which is the word you want to use not strategy. The goal of today’s post was to explain the what and why! How did I do?  Please be sure and provide your feedback, topic ideas, or if you have a question, please contact me at bobinnes@verizon.net. Technorati code: 9Y43UQSP64J4

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