BRANDING

Maximizing Brand Value

Maintaining a strong corporate brand is like caring for a car—it requires regular care to keep it in good running condition. If you skip scheduled maintenance checks, your car may need extensive repairs. In the B2B marketplace, for your organization’s brand to perform at a level that maximizes value, the brand strategy should be proactively evaluated to ensure that it is relevant.

Often, when a company is experiencing growth, everyone is kept busy meeting immediate demands. The time isn’t taken to evaluate tomorrow’s goals and needs. But, what got your brand to where it is today, may not be enough to get your organization to the next level. Today, businesses operate in dynamic, ever-changing environment with shifting customer behaviors and technologies that are advancing at an unprecedented pace. Static brands risk becoming irrelevant.

HOW TO START
There is not a single approach for updating your brand strategy. What is key, is to review your brand promise and evaluate your marketing message from a customer perspective to ensure that it differentiates and persuasively positions your company from your competitors.

  • If you were looking for a product offering or service, would you purchase it from your organization?
     
  • What is your business trying to say to potential customers?
     
  • Is your company an expert in a focused area and does your messaging reflect it?
     

POSITIONING & MESSAGING
In the eyes of your customers, what sets your business apart? How can your organization become know as the one and only at what you do?

Many organizations believe that generalized positioning provides more sales opportunities. The reality is when a company positions itself as a generalist; they have to compete with not only other generalists, but also specialists to win business. Organizational priorities need to shift from general to contextualized customer experiences in order to connect with your target audience and form relationships that result in higher lifetime customer value.

Your brand needs to be both compelling and persuasive. When developing your positioning, remember that B2B buyers want transparency; they want to understand both the character and values of your company. Your content should be relevant, authentic and as concise as possible.

  • Help by first providing expert advice that engages the community. Then sell.
     
  • Work an emotional story into your message that differentiates your organization.
     

CHANNELS AND MEDIA
B2B rebranding should include a review of the various marketing channels being used. Today’s empowered customers interact with the media channels on their terms and expect a new level of engagement. Using the right mix of media at the right time creates interactive conversations with customers. The result is an exchange of ideas and information that drives brand trust.

REDEFINING B2B
Does your brand deliver an intrinsic benefit to your audience? Is the message centered around customer needs, not the channel or product?  If not, it's time for your organization to consider a tune-up, to rethink your brand value chain and develop a stronger, more customer-focused marketing strategy. For a proactive approach, contact Comply to help you evaluate your brand and create interest, relevance and trusting relationships with your customers.

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About the Author

TOM ROBERTON—Vice President of Marketing and founding partner responsible for business development, integrated account planning, marketing and media strategies.

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