Building a B2B brand means telling more than just your story
In an era where companies are willing to spend enormous resources talking about their products and services, what does it mean to tell more than just your story and what could be said.
It is well-known that B2B marketeers spend 80% of their time and budget promoting their company's products and services. We tell our customers how wonderful our product is and how our product or service is going to solve all their problems. Needless to say, these efforts only get us so far.
Only a small percent of our perceptions about products and services are shaped by information related to what product or service can offer. In fact, many B2B marketing and communications experts forget that multi-channel strategies that are "all-about-me" do not change perceptions or convert buyers.
So when building your B2B brand, tell stories about your products and services but also flaunt the reasons why it rocks to be associated with your company.
Communications and marketing experts must explain value by drilling deeper. Stating that your product is better and faster is no longer enough. Marketing experts must emphasise why (concretely) a given product or service helps customers become a better brand. If your company is delivering on that brand differentiation promise, give them more than features and products to stand out. Invest in resources that make a case for one of the U.N. sustainable goals, or even a societal dilemma such as (food waste, circular economy, or obesity) that your product can help beat.
When building a B2B brand, only 20% of your efforts should be about the brand itself. The rest should be about vision, adaptability, and connectivity the brand helps achieve.
Brands like Tetra Pak and GE, rarely invest in dry webinars and slideshows. They engage in telling visually vibrant stories about their products and the impact of their innovations. They also share their vision and tell stories about how adaptability helped deliver a bigger promise.
Content that goes beyond the usual marketing speak will help build a strong B2B brand. Place yourself in the shoes of the recipient and bring them content that will stick. Identify stories that aren't told and others that are controversial when told. That just may be the place where your brand's distinctive factor lies.