Why Aligning with a Brand is Essential—and How a Great Salesperson Makes All the Difference (or How Not to Be George Costanza)

If you’re a fan of Seinfeld, you probably remember the episode where George Costanza pretends to be a latex salesman at a fictional company called Vandelay Industries. In typical George fashion, his scheme spirals out of control, leading to a hilarious scene where he’s frantically yelling “Vandelay Industries!” from the bathroom. While his intentions may have been good (okay, maybe not that good), George’s attempt at being a “salesman” falls flat because, let’s face it, he’s missing some key elements—like authenticity and, you know, an actual company.

As ridiculous as it is, George’s latex salesman gig actually teaches us something about why brand alignment is critical and why a great salesperson is so much more than someone who just pushes products. When a brand and its sales team are aligned, it creates trust and connection. When they’re not… well, you get George Costanza.

Why Brand Alignment is So Important

In real life, a brand isn’t just about the products it sells; it’s a reflection of values, mission, and a promise to customers. People are looking for brands they can trust, ones that align with their values and can provide real solutions to their needs. When a company has strong brand alignment, customers aren’t just buying products—they’re buying into an experience that resonates.

George, on the other hand, represents exactly what happens when there’s no alignment. As a “salesman” for Vandelay Industries (which doesn’t even exist), he has no idea what the company stands for, what value it offers, or why customers should trust it. All he has is a title he made up and a half-baked story. This kind of inauthenticity is a recipe for disaster, whether it’s on Seinfeld or in the real world.

The Real Role of a Salesperson: More Than Just Closing the Deal

George’s latex salesman schtick might be good for a laugh, but it underscores a common misconception about sales. A good salesperson doesn’t just exist to “close the deal” at all costs—they’re there to bring the brand to life, build trust, and create a lasting relationship with the customer. Here’s how they do it (and why George falls short):

1. Understanding Customer Needs

Unlike George, who clearly has no knowledge of latex or its uses, a good salesperson takes the time to understand what the customer needs. They know how to ask questions, listen, and then connect those needs to what the brand can authentically deliver. Instead of blindly pitching latex, they’d be able to match the customer’s needs with real solutions, building trust and rapport along the way.

2. Communicating Brand Value

Every brand has a story and unique value, and a skilled salesperson knows how to convey that in a way that’s engaging and relevant. George, on the other hand, has nothing meaningful to say about Vandelay Industries because there is no Vandelay Industries! If a salesperson doesn’t genuinely understand and believe in the brand’s values, it’s impossible to create a real connection with the customer.

3. Building Trust and Credibility

Customers want to feel confident in their choices. Great salespeople establish trust by being honest, knowledgeable, and authentic—qualities George was seriously lacking. He might be entertaining, but trust? Not so much. When salespeople embody the brand’s promise, they create a sense of reliability that customers can rely on, even after the purchase is made.

4. Creating Long-Term Relationships

George’s approach is all about getting through the moment, which couldn’t be further from how a good salesperson operates. Great salespeople see every interaction as an opportunity to create a lasting relationship. They know that a satisfied customer today is a brand advocate tomorrow. Instead of focusing on immediate gains, they’re focused on the bigger picture, ensuring that customers walk away feeling valued and heard.

What George Costanza Teaches Us About Sales

If George were a real salesperson, his act might be funny to watch—but disastrous in practice. A brand without authentic alignment with its sales team misses out on what customers really want: an experience they can trust. Customers can sense when a salesperson is disconnected from the brand, just as they can sense when they’re genuinely engaged and aligned. George’s bathroom scene yelling “Vandelay!” might get laughs, but it’s not selling any latex!

Salespeople, when fully aligned with the brand’s values, act as true brand ambassadors. They’re the ones who translate the company’s promise into something meaningful for the customer. Just imagine how different George’s “sales career” would’ve been if he truly understood and believed in Vandelay Industries. (Assuming it existed, of course!)

In Conclusion: Be the Anti-George

Brand alignment isn’t just a nice-to-have; it’s the foundation of meaningful customer relationships. Salespeople who are deeply connected with the brand’s mission and values do more than just sell—they create trust, build loyalty, and turn customers into lifelong advocates. While George Costanza might be an unforgettable “salesman,” in the real world, companies need alignment, authenticity, and trust. So when you’re hiring, training, or supporting your sales team, remember to go beyond the pitch—and create a culture of brand champions.