To many times, I've commonly seen this problem happening with would be business entrepreneurs. The echo is always about getting in the sales first before embarking on any sort of marketing activities. What is the best way to get sales? Throw a promotion they say...
I have to say, in my experience both are VERY important and you can't put one before the other. Why? Glad you asked... if you're to concerned with sales and only push promotions with your business, what happens to your brand? You'll soon be known only for cheap products or services. Let's face it, the point of all promotions is to ultimately build sales. In the long run, you quickly see diminishing profits and no brand at all.
On the flip side, being too concerned with branding alone can be difficult as a lot of branding activities usually require a fair amount of budget and time. Without any sales = profits, can you really carry out much branding activities. I have to say, there are only so many cheap and low cost brand building ideas.
Thus, the smart brand knows how to walk the fine line between the two.
I'll be back soon to teach you how to start thinking about great promotions to build sales whilst also creating a brand presence for your products and services.
Talk to ya soon. T