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.
Recent studies have shown that following a company’s brand overhaul – focusing on strengthening their identity and brand message – the businesses purport a double in turnover. A reason that has been given for why re-branding is so successful is because so few companies have invested time and effort in establishing a strong brand positioning within their market, so when companies do, it sets them apart from the others.
To start with you have to think about what exactly a brand is. If you don’t feel as though you know, it is the instinctive feeling a person gets when they buy from you. It’s a gut feeling formed because people buy with emotion, and brands are defined by customers not the companies themselves. The brand is what these people feel about the company and what they will tell their friends before and after purchase. The company goes some way in shaping the brand, however, the client is the one who has to resonate with what you are trying to portray and ultimately makes your branding exercise a success or failure.
Once you have grasped exactly what a brand is, you have to understand why it is so important. The reasons we are highlighting branding are simple; people have too many choices and too little time, many of the offerings customers are given are very similar and finally, people tend to base their purchases on trust. For this reason, a brand must be consistent and a customer must know, and have confidence in, what they are buying each and every time. Defining your brand can be difficult, perhaps take a look at the below points to give you a better idea of where to start.
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. Work in partnership: You need great partners, clients, staff and the more they feel a part of the company and what it stands for, the more they are inclined to spend with you. The more you can create a strong inner circle, the more that will be reflected outside the company and word will spread to more and more trusted customers.
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. Talk with those around you: Ask your audience, staff, decision makers what they think of your proposed – or new enforced – branding and message. However, it is worth trying to avoid high volume market research, this method takes time and you want instant answers.
5. Feed through the company: The new policies should run throughout the entire company and beyond. Each interaction a customer has with your company should follow the new procedure, whether it’s face to face or online
When the above points begin to fall into place, look forward to where your strengths are and then continue to develop them. Always keep to what you know you are good at, and remember that it is possible for a small brand to be a great brand, you simply have to define and deliver what and how you wish to be thought of by you target markets.
Want to find out more about b2b marketing, then visit Fyfe Syndlay’s business to business marketing agency website to discuss your needs.
More info,
http://internetbasedbusinessarticles.com/50051/how-a-small-company-can-become-a-brand-in-b2b-marketing/
Recent studies have shown that following a company’s brand overhaul – focusing on strengthening their identity and brand message – the businesses purport a double in turnover. A reason that has been given for why re-branding is so successful is because so few companies have invested time and effort in establishing a strong brand positioning within their market, so when companies do, it sets them apart from the others.
To start with you have to think about what exactly a brand is. If you don’t feel as though you know, it is the instinctive feeling a person gets when they buy from you. It’s a gut feeling formed because people buy with emotion, and brands are defined by customers not the companies themselves. The brand is what these people feel about the company and what they will tell their friends before and after purchase. The company goes some way in shaping the brand, however, the client is the one who has to resonate with what you are trying to portray and ultimately makes your branding exercise a success or failure.
Once you have grasped exactly what a brand is, you have to understand why it is so important. The reasons we are highlighting branding are simple; people have too many choices and too little time, many of the offerings customers are given are very similar and finally, people tend to base their purchases on trust. For this reason, a brand must be consistent and a customer must know, and have confidence in, what they are buying each and every time. Defining your brand can be difficult, perhaps take a look at the below points to give you a better idea of where to start.
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. Work in partnership: You need great partners, clients, staff and the more they feel a part of the company and what it stands for, the more they are inclined to spend with you. The more you can create a strong inner circle, the more that will be reflected outside the company and word will spread to more and more trusted customers.
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. Talk with those around you: Ask your audience, staff, decision makers what they think of your proposed – or new enforced – branding and message. However, it is worth trying to avoid high volume market research, this method takes time and you want instant answers.
5. Feed through the company: The new policies should run throughout the entire company and beyond. Each interaction a customer has with your company should follow the new procedure, whether it’s face to face or online
When the above points begin to fall into place, look forward to where your strengths are and then continue to develop them. Always keep to what you know you are good at, and remember that it is possible for a small brand to be a great brand, you simply have to define and deliver what and how you wish to be thought of by you target markets.
Want to find out more about b2b marketing, then visit Fyfe Syndlay’s business to business marketing agency website to discuss your needs.
More info,
http://internetbasedbusinessarticles.com/50051/how-a-small-company-can-become-a-brand-in-b2b-marketing/
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