A joined up brand strategy makes
differentiation visible.
We all know in the consumer world brand visibility is essential
to success. Yet in B2B brand strategy is rarely a priority - even
though the right approach can release as much as 25% or
30% increased shareholder value. Why should B2B be any
different? Just because most business to business companies
have niche markets, the need for visibility is no less
significant. The more visible your company the more likely you
are to be front of mind - in preference to your competitor. As
many B2B boardrooms are still sceptical of the 'brand effect'
this gives an enormous head start to those with the courage to
invest.
Brand the tangible
Visibility is essential. If customers can't see you, they can't
find you and if you aren't seen consistently they get confused.
To stand out, first choose the tangible/physical objects of your
business that you intend to brand and make your ownership of
them visible. If your brand environment is uninspiring or the
same as everyone else's then you're selling yourself short,
keeping your value hidden, not visible. You do not stand out,
so you do not get to realise your value.
Brand the intangible
To be competitive you must brand more than the tangible
things you own: this includes your ideas, your values, your
beliefs, your approach and your behaviour. When branding
the intangible the aim is to get inside the customers' heads -
to brand their subconscious fears, desires, memories and
beliefs. Your brand being top of the customer's mind should be
your goal. Associate your brand with the intangible and it's
often the first to be remembered. Consumer brands have
known this for years and this is where B2B brands like yours
can achieve outstanding results.
