Building Better B2B Brands for Revenue Growth:
In an interview on the podcast “Pathmonk Presents”, our Co-Founder and Director of Client Engagement Christian Klepp elaborates on building a brand for awareness, strategic positioning, and growth.
There are many quotes related to the topic of standing out and building a strong brand, but the one by the famous American author and motivational speaker Zig Ziglar is one of my favorites.
He said: “If people like you they will listen to you, but if they trust you, they’ll do business with you.”
As simple as that may sound, it’s interesting to see how often this tends to get overlooked in the B2B world, where many companies are tempted to talk about how great they are, how many accolades they’ve received, how amazing their product features and proprietary technology is, and how they’re spread across different markets and geographies.
While I’m not saying that those attributes are unimportant, it gradually becomes challenging when you find everyone in the space using that same approach. It’s almost like they all drew inspiration from the same playbook.
When it comes to the different industries across the B2B spectrum, several challenges that companies are confronted with come to mind:
Another interesting point to note is that the modern B2B buyer likes to conduct their own independent research before they even reach out to a service provider.
The numbers vary, but according to some research conducted by FocusVision, the average B2B buyer will read or search between 6 to 13 pieces of content related to the respective service provider to help make a decision.
With the above-mentioned challenges in mind, it begs the following questions:
The answer lies in branding. You might ask “why?”
Simply put, the objective of the exercise is to:
Branding helps you to achieve that by enabling you to define what it is you want your organization to be known for in the market. It will help you to stay “top of mind” with your ideal customer not just because of the products, services, or technology you have, but also because of the experience you provide as well as the trust and credibility that you deliver through your industry expertise.
So how do you go about building a credible B2B brand? Here are some useful tips:
When done the right way, branding can deliver the following benefits to your organization:
It all comes down to the way that things are “packaged” and how the target market perceives the value of said product or service. As such, branding plays a significant role in that equation.
I had the pleasure of discussing these along with some other relevant topics with Lukas Haensch. You can tune in to our conversation by clicking below.
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