We help to define the meaning of your brand and how to best position it for growth.
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:
- The images you convey
- The messages you deliver on your website, proposals and campaigns
- The way your employees interact with customers
- A customer’s opinion of you versus your competition
The Value of Creating a Defined Brand Strategy
Branding is crucial for products and services sold in huge consumer markets. It’s also important in B2B because it helps you stand out from your competition. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers.
Think about successful consumer brands like Disney, Tiffany or Starbucks. You probably know what each brand represents. Now imagine that you’re competing against one of these companies. If you want to capture significant market share, start with a strong brand strategy or you may not get far.
In your industry, there may or may not be a strong B2B brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers.
Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. In addition to generating revenue, brand equity makes your company itself more valuable over the long term.
Does your company follow a defined strategy for your brand? Which case you you fall under?
- Best Case
- Neutral Case
- Worst Case
Brand Strategy Key Concepts & Steps
Before you begin
Before working on your brand strategy, make sure you’ve identified yourcompetitive positioning strategy – your brand strategy will bring it to life.
If you have a brand strategy, make sure it’s as effective as possible
- Poll your customers, employees and vendors. Are their impressions consistent with your strategy? If not, work on the elements you can improve.
Develop your brand around emotional benefits
- List the features and benefits of your product / service. A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
- Determine which benefits are most important to each of your customer segments.
- Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers.
- Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. That’s what your brand should represent.
Define your brand personality, story and positioning statements
- Think of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create.
- Write positioning statements and a story about your brand; use them throughout your company materials.
- Choose colors, fonts and other visual elements that match your personality.
- Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company.
After Brand Strategy
Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.
Call us right now if you’d like guidance.
A brand is shaped, built and owned by everyone — both inside and outside of the company.
Your brand needs a simple, authentic and emotional story — a narrative that describes why you exist and the bigger goals you aim to achieve.
This story should do more than guide your messages and communications; it should inspire your customers to promote it and galvanize your employees to live it.
- Segmentation and customer analytics
- Opportunity space assessment
- Brand equity analysis and valuation
- Brand portfolio strategy
- Value proposition
- Brand positioning
- Brand essence and story