Though some may argue that brand refreshes are not critical to effective B2B marketing, in reality re-engineering your B2B brand can exponentially increase in success in the marketplace. Creating a strong B2B brand is essential in order to rise amongst the widespread clutter and competition to which many B2B companies fall prey. Just like traditional consumers, business buyers have emotional and psychological triggers that can be tapped into with a re-branding of your company. With a strong brand, your business can gain the loyalty and trust of its target marketing and develop a consumer base that is willing to pay more for your services. Branding can be a critical part of your marketing strategy to help your B2B company expand its consumer base and become more successful.
1. Be specific: Amongst all of the B2B clutter, creating a brand that appeals to a specific target market will help you best reach your client base: the most valuable B2B companies are those that reach out to a specific market and are positioned as more unique than competitors. For example, rather than branding yourself as an “online marketing service”, focus on a niche such as, “creative-minded small and mid sized business owners.” This specification will serve as a navigation tool for your target market to most easily find your services.
2. Brand your company by benefit: Make a list of the functional and psychological benefits your company serves and use the top benefits into its brand image. Consider not only what your company does, but also how can it make a client feel. For example, a web site design service may offer templates, design tips, and an on-call technical engineer, live chat and can make clients feel creative, calm, and in control.
3. Provide valuable content: Unlike traditional prospects, B2B customers tend to conduct a more extensive informational search than other consumers. Over 80% of B2B buyers start the buying process by researching online. Therefore, your company must provide in depth background into its benefits, and continually update its potential market with useful content exemplifying its expertise. For example, create YouTube videos and blogs that offer insight into your industry, interview experts in the industry and post the transcripts, develop an email marketing campaign with daily tips.
4. Give your brand a voice: Successful B2B companies need to develop a voice that fits with its values and attitudes it wants to be associated with. Decide if you want your company to be professional, formal, informal, etc. Great brands reflect the culture and personality of the company. Corporations who will be working with your company want to feel like they have a personal connection with your business and can trust it. Business buyers may be more skeptical than traditional consumers, and need to know that they can rely upon your company to provide its services quickly, efficiently, and consistently. Make an effort to attend local networking events, and take advantage of any speaking opportunities, panel discussions, or other industry events as another way to create a more personable and credible brand name. Creating a voice for your brand that reflects these benefits will lead to your customers’ loyalty, and your success.
Get more marketing advice from a Michigan marketing company. Visit our blog, or contact Clarity Quest today at 877-887-7611. Request a quote.
