decorative – brand managment
Your brand has a face. It’s shaped by the graphics, colors, and fonts that create your logo and show the world exactly who you are and what you do. Your brand also has a personality that comes across in its appearance, as well as the messaging, tone, and content you share. This is where B2B brand management comes in.
Getting your brand’s face and personality
to come together and deliver a cohesive story is brand management. It’s the work your marketing team puts in to maintain your company image across advertising, social channels, media, and with your customers and stakeholders.
Brand management helps you stand out from the competition, share exciting news, and navigate challenges; it propels your team to work toward a common goal.
In short, brand management is the
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driving force for setting clear business goals, figuring out who your target audience is, and discovering the best ways to reach them.
And in order to do well in business, you have to put your best face forward. Brand management is the guiding light behind your marketing communications. It determines your brand identity, strategy, positioning, content marketing, digital strategies, customer support, and crisis communication. With a robust branding strategy in place, you can establish customer trust and a strong presence in your industry.
Understanding B2B Brand Management
For B2Bs, brand management is the north star behind every decision regarding the brand. Content marketing, digital strategy, and customer feedback play critical roles in brand management.
This guide will define the key elements of a brand management strategy and identify areas for improvement.
Differences Between B2B and B2C Brand Management
In B2B, brands must build trust and credibility over a long period of time to match the buyer journey and directly address customer pain points with customized messaging. B2B brand management also heavily relies on thought leadership and seeking out opportunities to demonstrate your brand’s expertise, industry knowledge, and the value you provide for other businesses. In B2C brand management, the focus lies in finding ways to appeal to a mass audience.
Both B2Bs and B2Cs require consistent messaging, a deep understanding of your target market, and maintaining customer satisfaction, but B2B buyers are motivated by tailored messaging and content that educates and provides solutions to their challenges. Keep these distinctions in mind as your company works to find the marketing strategies to shape your brand and remain competitive.
The Role of Brand Identity in B2B Marketing
Developing a strong brand identity is rooted in the logos, color schemes, and messaging you create for your brand. Take Google, for example. Once a simple search engine, Google now owns more than 91% of the global search engine market. Its transformation into a major powerhouse and knowledge source made the brand a regular part of our daily lives. From technology to YouTube and email, Google spans a wide range of use cases.
The word ‘Google’ wasn’t even part of our regular lexicon before the brand’s launch in 1998, but it’s now a verb that gets causally dropped into conversation. Google’s brand identity is simple: A collection of four primary colors set against a white background, taking on the shape of the brand’s products and services to easily show users what to expect.
In B2B, messaging platform Slack uses
a similar color palette and design to express communication and collaboration. The brand’s slogan, “Where work happens,” succinctly sums up its purpose to connect employees. It even allows organizations to customize channel names and third-party integrations to align the platform with their specific workflows.
Even if your business uses another communication platform, you’re likely familiar with Slack, Microsoft Teams, or Zoom—and that’s the power of brand identity. You don’t need to know everything about the brand to have a general understanding of what the brand does. With a strong brand identity, you’re more likely to raise awareness and close sales.
This is because customers respond to
consistency. In fact, 75% of consumers expect to receive a consistent brand experience across channels. Consistency from channel to channel not only builds trust, it makes your brand easily recognizable. And when customers see the same logos, colors, and taglines that shape your brand, they are more likely to remember you and reach out during the research phase of their buyer journey.
Building a Brand Strategy for B2B Markets
Your company invests a lot of money in building your brand, but when only 6% of consumers reportedly remember at least half of the ads they see in a day, it’s important to create a strong brand identity that truly stands out and leaves an impression.
As noted above, consistent brand messaging plays a critical role in forging long-term relationships with your customers, increasing brand loyalty, and driving conversions. Building a brand strategy in B2B requires you to set clear brand objectives and goals, identify your target B2B audience and their needs, and create a unique value proposition (UVP).
Set clear brand objectives and goals
Is your brand focused on the environment or technology? Use colors and symbols that represent those industries and find ways to work them into a logo or tagline that effectively communicates your brand’s mission.
Identify your target B2B audience and their needs. What are your audience’s pain points? What motivates them? How can your brand provide solutions? Conduct research and request feedback from current and potential customers to identify gaps in your products or services, and find ways to address those needs with content marketing that aligns with your brand strategy.
Craft a UVP. What does your brand bring to the table and how does it differ from the competition? B2B buyers are looking beyond trends and empty promises. They want to see long-term results and positive messaging from customer reviews, trusted publications, and brand partnerships to see how your products and services will meet their needs.
Effective B2B Brand Positioning
What do you ask for when you want a dark, fizzy drink: a soda, or a Coke?
Do you say you’ll schedule a Zoom meeting even though you use another platform?
How often do you “Google” something?
Brand positioning refers to the recognition a brand carries. Strong brands often replace the generic words or phrases they refer to. This is a product of brand consistency, or how often we see and recognize brands for what they do.
How can your brand adopt an effective brand positioning strategy in a competitive market? Start by defining your current brand positioning and naming What is an Internet Advertisement your competitors. Look into their brands and compare your strengths and weaknesses against theirs. Do you see any gaps? If so, look for ways to fill those gaps to present solutions for your target audience.
This creates value and helps you elevate
your brand while also creating a strong connection with your current and prospective customers. Create a brand positioning tagline or statement that embodies your brand and ensure your content and customer-facing employees repeat your positioning across every interaction.
Need more inspiration? Explore three examples of successful B2B brand positioning below.
IBM
As one of the most widely recognized B2B brands on the planet, IBM presents marketers with constant sources of inspiration to shape their brand positioning strategies. Even with younger, flashier competitors like Google and Oracle closing in, IBM remains a strong choice in technological innovation. IBM’s previous brand positioning focused on “cognitive business,” or the ways AI and big data processing would impact its businesses. The current positioning? Co-creating. Not agb directory only does this serve as a way to unite brands with their clients and partners, it shows that IBM will continue to innovate and platform creativity.
