Living Stone blog 3

 

 

All Posts

Creating a strong brand: why it’s important

You’re 100% behind your organization’s offer, which contains life-changing products, but you see the development of your brand identity as a side issue? Time to change that vision, and to pursue a brand identity that fully covers the added value your company and products have to offer.

Download Checlist Building a strong, compelling brand how to get started

Not an afterthought?

For some B2B companies, developing a brand is an afterthought. The focus is on refining and marketing the product, and the brand ends up being created on the fly, by the engineering department or even company execs, just in time for a product launch or an important trade show.

This approach is easy and quick, but it’s rarely the best route to creating a strong, compelling brand that will successfully embody your company and products. The fact is, creating a strong, hard-working brand that lasts for years, or even decades, takes a lot of effort upfront. The upside is that the more effort you put into the process, the stronger the result.

The strength of your brand is important

Think about the work that your brand has to do. In the B2B environment, a brand has to tell a story so convincingly that it persuades prospects to change their minds and switch to different products or services, or even change the way that they work. That’s a big task. And it illustrates why the strength of your brand is so important.

So what do you need to consider as you start to develop your brand? These are some of the steps you’ll need to take to get ready:

  • Create a branding team
  • Pull together your background information
  • Conduct some market research
  • Familiarize yourself with your organization’s sales plans and target markets
  • Talk to Human Resources
  • Make a list of everything your brand will “touch”

Want to know more? Click below for an expanded version of this list of things to think about as you begin the process of building a strong, compelling brand for your organization.

Download Checlist Building a strong, compelling brand how to get started

Consult an expert or develop your brand in-house?

There’s a lot involved in developing a brand. Specialists in brand development can guide you through the development process, and help you create a brand that does all that you need it to. They can develop guidelines for your visual identity in all its iterations, and even help to build consensus within your internal team.

Anne-Mie Vansteelant
Anne-Mie Vansteelant
COO | Managing Partner at Living Stone

Related Posts

SEO: small effort, big impact

We first started hearing about SEO in the 1990s, but the topic is still burning today. And that's not surprising, because the benefits of SEO are numerous, even with limited effort. Not convinced?Then take a moment and read more. 

What does it mean to be a freelancer at Living Stone?

As a B2B marketing agency with over 30 years of experience, we’ve got the business experience and scope to develop and manage projects of all sizes, including regional, national and international marketing programs. During these 30 years we’ve also created a solid freelancing network all over the world. Some of our freelancers help us just to get some campaigns on track, but others stick around a little bit longer… like Judy, who has been one of our freelancing ‘rocks’ for almost 20 years now. Eager to meet her? Then read on!  

On demand media increasingly popular: The podcast

The podcast, a contraction of iPod and broadcast, is far from new. This form of media first saw the light of day back in 2004. Back then it was available exclusively for Apple's iPod; now it’s gaining more and more space and popularity. It has also found its way into the medical field.