The Significant Influence of Employee-Owned CertificationsThis important article on employee-owned companies and how a brand influences behavior is written by John Case, originally posted on his website, Employee-Owned America, and we are sharing it here with his permission.
Because Your B2B Brand Strategy May Still Need Fixin’
We hear all too often the strains of, “If it ain’t broke, don’t fix it,” reasoning for not updating brand messaging or revising outdated websites. What you aren’t doing, in reality, is adhering to a consistent and congruent brand development strategy. But do you really know how many opportunities you may be missing out on by not making these changes? What is your gauge for broken? If you don’t remain relevant and contemporary, prospects may be passing you by because you look “broke” to them. Your assumptions may be shortsighted and costly.
Forbes.com contributor Scott Davis puts it best: a brand must inspire how people feel, influence how they behave, and compel them to act. How do you achieve this? Through the successful implementation of a solid and focused brand strategy, of course! This applies across industries and business models—from B2C to B2B. It’s just as relevant for industrial manufacturers. A strong industrial branding strategy is the most important aspect of your marketing efforts. Indeed, it is the foundation that supports and informs all of your marketing messaging. Without an integral brand, your company will blend in with the competition. Use brand development to differentiate yourself from competitors and to communicate your promise to customers. Not only is it your brand’s job to deliver your brand promise, but it should also be directly connected to consumer needs, emotions, and competitive environments. After all, you want your brand to be distinctive to create value and connection among customers.
Emphasize Employee Awareness of Your Brand
Brand Development encompasses a complex and multi-tiered approach to showing the world who you are. It defines what your business stands for and explains how your products get delivered to and are experienced by customers. It also involves the “why” behind your customers’ purchasing decisions. More importantly, brand development backed by brand strategy helps you differentiate yourself from your competitors, which creates recognizable brand loyalty in customers’ lives. In industrial branding, it is important to keep your customers in mind. But, it is also crucial to get your employees involved.
How Do Your Clients and Prospects Get You and Get to You Through Your Brand Promise?
Do you honestly know how many competitors you really have? How many companies are direct competitors? How many other companies are there that provide different products and services, but are chasing the same decision makers as you?
Many B2B companies compete for attention in a very specific marketplace. There are hundreds, if not thousands, of small to medium manufacturing companies chasing the same OEMs in the medical device, military, aerospace, automotive, and other markets.
Engage Customers and Keep them Happy
Your brand has one job: deliver its brand promise. You want your customers to value your brand and be loyal to it. Recent studies demonstrate the importance of brand loyalty, and because of the value of brand loyalty, many consumer-based companies create brand loyalty programs for their valued customers. Makes sense. Why is it, then, that B2B companies don’t generally have loyalty programs for their customers? It’s an opportunity often overlooked by B2B companies.
What’s Your Visual Voice Saying?
You see it every day. It has a strong impact on your life—how you buy, what you buy. But have you ever thought about how important photography is to brand development?
Topics: brand development
As Opposed to Being Shot Down by It
To people of a certain generation, their first introduction to “branding” had more to do with the etched insignia on the rump of a cow than the brand promise of, say, their favorite frosty beverage. Jump forward a few decades and today’s average consumer is, at least subconsciously, educated on what the brand promise is for each of the products that they depend on.
Your Brand Development Strategy Could Use a Shot of This!
Own Your Brand Development Strategy
Brands seep into our consciousness, support our lifestyle activities, and influence our spending. Heck, they help shape it all. You don’t have to be a specialist in brand strategy development to get a sense of what I’m talking about. Whether you are a company head worried about B2B brand strategy or a mom looking for the right educational toys for her tots, brand messaging is at the heart of your purchasing decisions. Often because brand consultants have managed to get to your heart.