Balancing Business Growth: Sales vs Vision
Introduction:
In Thailand’s fast-moving business environment, companies often struggle balancing business growth strategies between short-term sales and long-term vision. While immediate sales keep businesses running, long-term vision builds brand loyalty and market presence. The key isn’t choosing between the two — it’s blending them effectively.
Source: Unsplash
The Trap of Transaction-Driven Growth
Focusing solely on short-term transactions — like running discounts, influencer campaigns, or product bundling — can cause businesses to lose sight of their core brand identity.
Example:
Consider Purra, a well-known mineral water brand in Thailand. Our partner, Pailin has worked with Farmgroup, a leading creative & design consultant in Thailand, to work on the brand strategy of Purra a couple of years ago. For years, its marketing team boosted sales through artist and designers collaborations, turning water bottles into collectible art pieces. These limited-edition campaigns spiked sales, but once the campaigns ended, sales dropped.
Why? Because consumers viewed Purra as a canvas for trendy designs, not a top-of-mind brand for mineral water. Its brand identity faded as it became associated with temporary marketing gimmicks.
Key Insight:
Transactional success can’t be your only focus. It needs to reinforce your brand’s core identity, ensuring that when campaigns end, your brand still lives and resonates true customers.
Source: Unsplash
The Risk of Vision-Only Thinking
On the flip side, focusing entirely on brand vision without prioritizing revenue can harm a business’s survival. Vision-driven growth is essential, but it must translate into real-world results.
Example:
A confidential fashion watch retailer in Thailand once partnered with a large corporate group to scale its business. Unfortunately, the corporate team chased only short-term sales targets, ignoring the brand’s unique appeal and customer loyalty.
After several years, the original founder reclaimed the business, only to find that the brand’s value and customer basewere significantly damaged. Rebuilding the brand became harder than sustaining it would have been if the brand’s core identity had been protected from the start.
Key Insight:
Brand vision without business transactions can lead to unfulfilled potential. Businesses must align their vision with sales strategies that nurture both brand loyalty and financial stability.
Finding the Right Balance
To succeed in Thailand’s evolving market, businesses need to align their transactions with their vision by following these key strategies:
Unite Branding and Sales: Launch sales campaigns that reflect your brand’s values and enhance its story.
Stay Consistent: Ensure every campaign strengthens your brand identity, even when focusing on short-term sales targets.
Track Balanced Metrics: Measure both financial performance and brand health through customer retention, brand awareness, and loyalty metrics.
Conclusion:
Success isn’t about choosing transactions over vision or vice versa — it’s about balancing both intentionally. While transactions fuel your business, your vision defines its future.
Ask yourself:
Is chasing transactions the reason why you started this business?
Is your vision worth risking business transaction?
Remember business growth comes from the well-balancing of transactional business focus and visionary business focus. Find that balance, and your brand will thrive — both now and in the future.
📧 We’d love to hear your thoughts!
Contact us at taishi@taishi.io or taishi@worldwyldwork.com and vision leads to long-term success. Discover real-life brand strategy lessons.
About the Author
Taishi Hasegawa is the CEO of WYLD, a branding agency based in Bangkok. With extensive experience in brand strategy, branding design, and go-to-market strategies, Taishi has management skills and experiences under innovative context. Connect with Taishi on LinkedIn and explore his personal portfolio.
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