B2B branding is usually seen as the boring, rational counterpart of B2C. This is because the two are targeted toward very different audiences. While B2C brands are often more focused on emotions, B2B brands are centered on justifying their business value. It makes sense, since B2B isn’t trying to sell to people; it’s trying to sell to corporations and organizations.
But, despite the marked contrast between the two, B2B branding can actually work well with emotions. It doesn’t have to be limited to cold facts and analyses. With more brands getting creative and thinking outside the box, B2B brands need to step up their branding game and come up with a strategy to set themselves apart. This may require having to engage their audience on a deeper level.
If you’re aiming to build a stronger B2B brand, here are five strategies you can implement to help achieve that.
1. Have A Simple Message
Just because marketing has become complicated doesn’t mean your branding has to be. You don’t always need a long or eloquent message to win customers over; sometimes keeping it simple is better. It’s much easier for customers to remember a simple and easy-to-understand slogan than one that’s well-written but doesn’t get to the point right away.
Even if you mean well, customizing your messaging to cater to different groups or audiences might backfire on you, as it could then lead people to have an inconsistent view of your service or product. An effective B2B brand strategy should focus on the core message of what your brand does and how it sets itself apart from its competitors.
2. Try MSP Marketing Services
If you’re a managed service provider (MSP), standing out in the industry can be difficult. Not only is the market filled to the brim with competition, but you also have to sell to clients who may not be technical people and who may not fully understand what managed service providers can do for them.
Given how challenging this specific niche can be, you may want to consider looking into MSP marketing services, such as https://www.jumpfactor.net/msp-marketing and others. Working with a reliable MSP marketing service could be greatly beneficial, as they can help you perfect your brand’s pitch and implement growth tactics into your branding strategy, as well as offering services such as search engine optimization (SEO) and paid social advertising.
3. Come Up With Strategic Brand Positioning
To have an effective branding strategy, you need to clearly define the brand positioning of your product or service. This is essentially your brand’s ‘sweet spot’ in the market and in the viewpoint of your intended customers. An effective brand positioning is one where your brand is seen as superior compared to its competitors.
The obvious way of going about it is by making your brand the first of its kind in a brand-new category on the market. But since that’s difficult to achieve for most, you can go about it the usual way—simply making it clear to clients what value your brand has to offer and why it stands above its competitors.
4. Differentiate Your Brand
This is closely related to the previous point. If you’re able to differentiate your brand, you have a very large and unique advantage over your competitors, as it gives your customers more reason to choose you over other brands.
However, it’s not just the brand or service you offer that differentiates you from other businesses. In a global survey recently conducted by Accenture Strategy, it was discovered that most customers prefer that companies have a clear stand on certain issues of importance, such as sustainability or fair employment practices. With that in mind, it would be best to be up-front about your company’s core values and to invest in your company culture.
5. Create A Brand Character
Most consumers seem to prefer brands that they can connect with. This could be one of the reasons for what was mentioned in the previous point, that consumers want brands to have a stand on relevant issues. This shows them that the company isn’t a faceless corporation and that it has character. If a company takes a stance that’s on par with the consumer, the consumer may feel a connection to or affinity for the brand.
To create or strengthen that connection with your brand’s consumers, a brand character could help. It’s essentially the voice and personality of your brand, i.e., the tone used in its marketing and the human qualities it has. These are things your consumers could connect with. It’s essentially the starting point of your brand’s identity.
To have an effective brand character, you will have to assess what your target market is like. Are your intended consumers younger and into fun, gimmicky ads? Or are they on the mature side, with a preference for serious and straightforward content? Many factors have to be taken into account if you want to make a brand character that resonates with your audience.
With most people doing their shopping and purchasing online these days, it’s become even more important to strengthen your branding and to be able to connect with consumers even without in-person marketing. The strategies mentioned above are just some of the ways you can strengthen your B2B brand. Consider them well and implement them in your business if they suit your brand’s needs, but don’t forget to continue to elevate your strategies as you find ways to improve.