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Often, the goal of branding activities is to drive sales. Some activities drive sales directly, and others do so indirectly. Here are a few direct approaches for motivating customers and clients to buy what you’re selling:

 Advertise your brand. Traditional and online advertising are great for building brand recognition and awareness while driving sales. See Chapter 15 for details about using advertising to promote your brand.

 Offer freebies and promotional deals. The best way to persuade prospects to buy your product is to get them to experience your brand’s value. To do that, you need to get your foot in the door. Offering a sample product, a free consultation, or a 100 percent money-back guarantee are all ways to reduce customers’ exposure to risk, so they’re more likely to give you a chance.

 Create a loyalty program. A loyalty program rewards customers for repeat business, and every encounter you have with a customer or client is an opportunity to prove your brand’s value.