B2B brand strategy is crucial for success. Having a strong brand presence will make your company stand out from the rest. When you think of the top businesses in the B2C space you think Coke, Levi’s, Amazon. The common factor with these three companies is a strong brand. Any consumer could tell you who those companies are, what they do, and most likely when they last purchased from them. The strengths in B2C branding are increased sales and a loyal customer base.
There are similar benefits to having an effective brand strategy in the B2B world. Instead of focusing on the consumer, you are focused on various decision makers. At the end of the day, we are still communicating with humans. Aniko DeLaney, the global head at BNY Melon, once said, “It’s not B2B, it’s B2H. There is always a human on the other side of the conversation. You want to have that emotional connection.” Engaging with your audience goes beyond the facts, FAQ’s, and case studies. It also has to do with the connection you make with the decision makers you speak with.
What are your visions and values?
Does your company have a vision? values? mission statement? This is the first place you should start while developing a brand. The mission statement should encompass how the company adds value to its customers and ultimately the world we live in. The foundation of your company and the decisions you make going forward should reflect the core values and vision established for the company.
Who is your target audience/idea client?
The next step is to determine what your ideal clients “look” like. What do they do? What is the typical age range? job title? income? geographical location? Narrowing down your target audience helps you focus your efforts rather than casting your nets too wide. Being as detailed as possible will help your strategy, especially your social media strategy. Define their pain points and challenges. This will help your value proposition and gives you the key words to peak their interest.
What value does your company offer?
What is it that compels your clients to use your services? Is it the price? the quality? the relationship? Compile the unique offerings that your company provides which addresses a pain point for your clients. The value proposition should focus on the benefit that your product or service you offers. The best way to portray this is to determine why someone should be your client. Long lists of features are not needed. Know exactly what solutions you can provide to make your clients confident in you.
What is your company story?
Why was the company started? Whose vision was it to do what you’re doing? A big part of the brand is where you started and where you plan on going. Write out your story to connect with your audience. The message shared with the world is how they will perceive you. This story should educate your audience and attract interest. Not only does the story run throughout the entire marketing strategy but is crucial to keep the brand consistent.
Does your company support your brand?
The final step in launching your brand involves the entire company. If your team is not fully onboard with the values, then the branding becomes counter intuitive. The face of your company needs to be reflected by those on the front lines, their management team, and everyone up the ladder. Communication is crucial. Alert all employees about brand updates. Every employee should know what they are working towards and why they are doing it. Everyone holds a piece of the success!
Having your B2B branding squared away is one thing. Creating brand awareness is another! Spread your story and messaging across multiple channels. Many companies find that the combination of social media, website development, pub sites, and email marketing work the best. Check out the pub site Advertising Report for more on brand awareness, news and events in the marketing industry. Sign up to promote your company’s content for free brand awareness or connect with us here.