By Alan Graner
Do brands matter?
MarketingProfs.com http://www.marketingprofs.com/print.asp?source=%2F6%2Frandall1%2Easpoffers this gloomy assessment of B2B marketing communications:
“Brands matter because the B2B marketing communications world is characterized by numbing sameness, commoditized feature wars and laundry-lists of product benefits. In other words, there is a sea of noise, parity, clutter, and dullness.”
Brands matter because:
- Companies act like people when evaluating what products/services to buy.
- Enterprise customers reward with repeat business brands that deliver a unified, consistent, satisfying brand experience.
- Brands produce economic value in the B2B marketplace.
- B2B customers are influenced by emotional appeals whether they admit it or not.
5 Tips for better B2B branding
B2B branding is less about being “hip” and more about thought leadership.
To achieve thought leadership, a B2B organization must:
- Consistently produce useful, innovative content.
- Network digitally and in person.
- Get personal and be real.
- Position itself differently than others in the space.
- Leverage proof points illustrating why the organization is a thought leader.
5 ways to check whether your brand is boring
One reason we rarely see compelling B2B branding is because much of it is driven by engineers who are very rational.
But buyers want more than facts and statistics. They want to connect with brands that understand their challenges and aspirations. They want an emotional bond.
Your brand is boring if:
- There’s no clear emotional element.
- Your tone and style, expressed through your website and marketing materials, is dated.
- Your brand seems no different from the competition.
- There is little to support your standing as a thought leader besides propaganda.
- Your marketing messages and materials are company-centric rather than addressing customers pains and priorities.
What tactics do you use to improve your brand’s image?
Image: Caitlin Doe via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.