Many people seem to be having issues about branding. More and more in B2B marketing It appears that people either don't understand or can't comprehend what a brand is, or think that a brand is simply what the larger companies are. However, in today's market what we have found is, big or small, the quicker you can define what your brand is and why people would choose you above your competition the quicker you start winning new business.
It is not unknown for companies to define a strong brand message and positioning and, in turn, then see double their turnover with the use of a business to business marketing agency. The reason this is so is because so few companies have invested time and effort in creating a strong brand positioning within their market that when companies do, it sets them apart from the others.
Before you consider re-branding your business you have to carefully think about exactly what branding is. In basic terms, a brand is the sentiment a person feels when they think about your product, service or company. Studies show that people buy via their emotions, and brands are defined by the customers who buy into them, not the company themselves. The brand is what the consumer says when they talk about you and the experience they have when they buy from you. You identify the brand; you have to cultivate the feeling, however, the client is the one who has to connect with what you are trying to represent.
Now you understand precisely what a brand entails, you have to grasp why it is so crucial to your structure. The reasons for stressing the idea of branding are simple; customers are given so many choices, many of which are very similar and people tend to spend their money based on trust. For this reason, a brand must be reliable and a customer must recognise, and have confidence in, what they are investing in each and every time. It can be difficult to know where to start when putting together a branding plan, hopefully the below points will give you some starting focus.
1. Be different: If you don't stand out from the crowd you're still in it. Who are you? What do you do? Why does it matter? All of these questions require compelling and focused answers. If you don't know the answer to them, how will your customers? Once you have vague answer, focus it; try to narrow it down to only one word per notion.
2. Join forces. You need strong team around you; this includes clients, staff and partners. The more each of these feel involved with the brand and what it represents, the more the customers are inclined to invest. The loyalty you generate within the company will in turn be reflected externally.
3. Be inventive: This is where you can allow your creative juices to flow. Try to find a great name, come up with some striking graphics, re-address your how you package you goods, focus your company message and concentrate on target marketing. Ensure relevant information is easy to access but also remember that although you would ideally like everyone to have your product, if you target your marketing to everyone, you will not be speaking to anyone. Look at where you want to be and the clients you would like to attract, and then attract them.
4. Speak to people: Ask your trusted customers, staff, share holders what they think of the re-branded look, feel, message, however, try not to execute high volume market research - you are aiming for quick answers. Compare yourself with the competition, do you look or sound the same? Remember you aiming to be different, memorable and extendable.
5. Extend you plans. The new approach should be evident throughout the organisation as a whole, and beyond. Each time a customer interacts with your company the branding should be consistent, whether that's online or face to face.
When you feel as though you have mastered the above points, look to where your market strength is and then develop it further. Try to keep to what you know are your strengths then use them to overcome the competition. Remember that it is possible for a small brand to be a great brand, you simply have to behave, deliver and define what and how you wish to be thought of by you target markets.
It is not unknown for companies to define a strong brand message and positioning and, in turn, then see double their turnover with the use of a business to business marketing agency. The reason this is so is because so few companies have invested time and effort in creating a strong brand positioning within their market that when companies do, it sets them apart from the others.
Before you consider re-branding your business you have to carefully think about exactly what branding is. In basic terms, a brand is the sentiment a person feels when they think about your product, service or company. Studies show that people buy via their emotions, and brands are defined by the customers who buy into them, not the company themselves. The brand is what the consumer says when they talk about you and the experience they have when they buy from you. You identify the brand; you have to cultivate the feeling, however, the client is the one who has to connect with what you are trying to represent.
Now you understand precisely what a brand entails, you have to grasp why it is so crucial to your structure. The reasons for stressing the idea of branding are simple; customers are given so many choices, many of which are very similar and people tend to spend their money based on trust. For this reason, a brand must be reliable and a customer must recognise, and have confidence in, what they are investing in each and every time. It can be difficult to know where to start when putting together a branding plan, hopefully the below points will give you some starting focus.
1. Be different: If you don't stand out from the crowd you're still in it. Who are you? What do you do? Why does it matter? All of these questions require compelling and focused answers. If you don't know the answer to them, how will your customers? Once you have vague answer, focus it; try to narrow it down to only one word per notion.
2. Join forces. You need strong team around you; this includes clients, staff and partners. The more each of these feel involved with the brand and what it represents, the more the customers are inclined to invest. The loyalty you generate within the company will in turn be reflected externally.
3. Be inventive: This is where you can allow your creative juices to flow. Try to find a great name, come up with some striking graphics, re-address your how you package you goods, focus your company message and concentrate on target marketing. Ensure relevant information is easy to access but also remember that although you would ideally like everyone to have your product, if you target your marketing to everyone, you will not be speaking to anyone. Look at where you want to be and the clients you would like to attract, and then attract them.
4. Speak to people: Ask your trusted customers, staff, share holders what they think of the re-branded look, feel, message, however, try not to execute high volume market research - you are aiming for quick answers. Compare yourself with the competition, do you look or sound the same? Remember you aiming to be different, memorable and extendable.
5. Extend you plans. The new approach should be evident throughout the organisation as a whole, and beyond. Each time a customer interacts with your company the branding should be consistent, whether that's online or face to face.
When you feel as though you have mastered the above points, look to where your market strength is and then develop it further. Try to keep to what you know are your strengths then use them to overcome the competition. Remember that it is possible for a small brand to be a great brand, you simply have to behave, deliver and define what and how you wish to be thought of by you target markets.
About the Author:
Looking to find more information about b2b marketing, then visit www.latitudesolutions.co.uk for more information from an expert business to business marketing agency for you.
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