6 steps to a stronger B2B brand.
“B2B branding” and what do you get? Around 24,400,000 results. Whew!
does an industrious integrated marketer boil down millions of thoughts into a
get back to basics and heed the advice of branding agency Stratabeat.
in general and branding in particular are typically long on stuff that sounds
good and short on substance. For a fluff-free brand, focus on two things: Simplicity and clarity. Somewhere in your
company — in your people or processes or products — is something very special.
Your job is to identify that something, hone it to a razor-sharp edge — and
present it to the marketplace simply yet powerfully.
Be clearly different.
of B2B products and services have no time to waste. When they encounter your
message, they will size you up as quickly as possible. If your message isn’t
clear — or if it’s like everyone else’s — they will just move on.
why a powerful brand position must be clear and different at the same time.
can you present your message in a way that no competitor can?
The power of you
good to be proud of your brand. But don’t fall so deeply in love with your
products that you forget what matters to the customer: BENEFITS!
reminds us to see our brand the way a customer sees it. Remember, your
prospects have a five-word question running through the heads: “What’s-in-it-for-me?” Be sure your brand
answers this question. Keep a customer-centric focus. Tamp down the boasting
and talk up the things that really matter to the people who buy your products
Data, right from the start.
you drawing on analytics to help you make branding decisions? Tap search,
social and content data to gain insights into what your prospects want. And
don’t forget website engagement analytics, revealing key information that can
reveal how effective your branding messages are. What’s more, tools like A/B
testing often unearth audience preferences which can be used to refine your
Master your messaging.
more crowded the marketplace you operate in, the more critical it is to present
impactful, sharply-crafted branding nuggets.
Remember, you are fighting a battle to capture your audience’s
attention. Stratabeat urges marketers to produce branding campaigns that are
strong, bold and compelling.
Get a little emotional.
been said that we make emotional decisions, then seek rational reasons to
support them. One
reported that B2B purchasers are far more likely to buy, and even more likely
to pay extra, when their emotions are engaged. Therefore, it’s logical to
assume that what applies to purchasing can also benefit your brand. So
pump up the emotions and begin building brand loyalty!
For more on the
wisdom of working on your brand, review this post about the importance of brand
values in marketing.