Pete Ward TV Podcast Episode 7 Understanding The TRI Brand For Marketing and Sales Unlocking the Power of Tri-Brand Strategy: How Marketing and Sales Work Together
Join Pete Ward as he takes us through the TRI brand concept strategy.
Each brand is separated into 3 parts, the business brand – what you stand for, the product brand – what you exchange to your customers and the personal brand – the personification or WHO you are in the marketplace.
What if I told you that your brand isn’t just about your logo, colours, or even your tagline? It’s about three interconnected forces—Brand Personification, Business Values, and Products.
This is what I call the Tri-Brand Strategy, and it’s the key to building a brand that doesn’t just look good but actually drives sales and customer loyalty. In this video, I break down how you can structure your brand around these three pillars and how they all influence marketing and sales. Many businesses struggle because they treat branding and sales as separate entities. But in reality, they are two sides of the same coin. Using Turners, a well-known brand in New Zealand, as an example, I’ll show you how they’ve mastered the Tri-Brand Strategy to become a dominant force in their industry.
The Three Pillars of Tri-Brand Strategy
1. Brand Personification – The Face of Your Brand This is how your brand is perceived by the public. It includes: Your logo, colours, and design choices The tone of voice and messaging in your marketing How people feel when they interact with your brand A strong Brand Personification makes your brand recognisable, relatable, and memorable. Think about brands like Apple or Nike—people don’t just buy their products; they buy into the identity and feeling associated with them.
2. Business Values – What You Stand For Your brand’s values shape how customers and employees see your business. This includes: Your company mission and vision The ethical stance or social causes you support The experience customers have when they engage with your company Companies that align their business values with their brand identity create strong emotional connections with their audience. Turners, for example, ensures that their business values are reflected in their customer service and reliability.
3. Products – What You Actually Sell At the end of the day, your products or services define your business. But it’s not just about what you sell—it’s about how you position those products in a way that aligns with your brand personification and values. If your branding and messaging say one thing, but your product experience says another, customers will lose trust. Successful companies create a seamless alignment between their branding, values, and products, ensuring customers know exactly what to expect.
How This Connects to Sales and Marketing Sales and marketing should not be separate silos. A good brand strategy makes it easier for marketing to attract customers and for sales to close deals. Marketing brings in the right audience by reinforcing brand identity and values.
Sales converts that audience by ensuring the product delivers on the brand’s promise. Turners uses marketing to reinforce their reliability and trustworthiness, making it easier for sales teams to close deals. By maintaining consistency across Brand Personification, Business Values, and Products, they create a seamless customer experience.
Why You Need a Tri-Brand Strategy If you’re struggling to connect marketing with sales, it’s time to assess whether your brand strategy is inconsistent or misaligned. Does your branding match your product experience? Are your business values actually influencing your customer interactions? Is your marketing attracting the right audience for your sales team to convert?
In this video, I’ll walk you through these key insights, giving you a framework to align your brand, marketing, and sales for maximum impact.
🚀 Want to take your brand to the next level? Make sure to like, comment, and subscribe for more insights on how to create a powerful, sales-driven brand. Let’s make marketing and sales work together, not against each other!