Question

Topic: Branding

Branding For Independent Reps

Posted by Anonymous on 9/21/2010 at 10:54 AM ET 250 Points
How do (if) independent sales/marketing reps/agents position and/or brand themselves?
These reps., by definition, represent a variety of different companies as well as products/services.

So would they use/leverage the products they represent or would they be better served creating their own "independent" brand...(their own company).

I am more interested in a discussion of "services" reps rather than "product" reps - but perhaps both merit discussion. Any examples/websites of such agencies/reps out there?

Thanks in advance.
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RESPONSES

  • Posted by SteveByrneMarketing on 9/21/2010 at 2:51 PM Accepted
    The web is full of information on "personal branding". So rather than attempt to find some common thread for various service segments, it seems more practical for representatives to brand themselves perhaps using a differentiating strategy that matches how they are unique e.g great at communications, great sense of humor, or ....?

    one of many resources:

    https://www.personalbrandingblog.com/

    Steve
  • Posted by cookmarketing@gmail. on 9/22/2010 at 10:25 PM Accepted
    In the gift/gourmet sales rep business, there is a strong trend to rep consolidation, following the retailer consolidation. A few, around 4-5 rep groups, have become national rep groups, via their 'brand'.
    Two rep groups went to vendors and tried to establish top down consolidation. Others, simply expanded by buy-outs of other rep groups (along with regional consolidations).
    How were these rep groups able to 'brand' themselves from state/regional/national rep groups? They established themselves as X and associates, they were ethical, sold product, gave excellent service; worked themselves into a 'must have' sales group - both vendors and retailers.
    Once they established themselves under those definitions, sometimes years involved; they became a 'branded' name.
    To get to that point, they had to have good business sense; which they used to expand
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