What is a B2B brand strategy?
Before attempting to answer this question, the first thing to ask is, what is a brand and do you have one anyway?
A couple of misperceptions to get out of the way are that brand essence is only relevant for consumer marketing and not something that applies in ‘B2B LAND’.
Secondly, that a brand is merely a logo design together with – if you’re lucky – a strap line.
So, for successful brand power in business-to-business marketing, let’s dismiss the above myths and move on.
Achieving brand clarity
A brand is more than a badge; it’s a source of promise to its customers that it must deliver.
It’s almost a living, breathing thing that conveys a real personality with a well-defined positioning in the market, its own unique emotional and rational values, a distinct business proposition plus compelling competitive advantages and differentiators.
So, the recipe for success is simple. By analysing the attributes – and shortcomings – of your brand and looking at the opportunities presented by the market, you can establish a strategy with clear and measurable objectives and allow it – almost as you would with an offspring – to stride out into the world fresh-faced with a strong personality and confidence.
Growing, developing and making influential new acquaintances along the way.
Basically, if you wish to invest in your company, the best starting place is to invest in your brand.
by David Bailey, Creative Director, Clock Creative.
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