Living Stone blog 3

 

 

All Posts

Creating a strong brand: why it’s important

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.  

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 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
  • 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.

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. 

Download

 

Bart Verduyn
Bart Verduyn
Managing Partner

Related 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.

B2B video trends for 2021: spotlight on short-form video

Short-form video is one of the key marketing trends to watch in 2021, according to the experts at HubSpot1. Driven by the popularity of platforms like TikTok and Reels on Instagram, short-form video is taking over the online landscape. What’s considered short-form? Anything less than two and a half minutes, with the length varying by platform: 15 seconds is the length of videos on Instagram Reels, up to 60 seconds on TikTok, and up to two minutes and 20 seconds on Twitter. (YouTube is still the platform of choice for longer video; two minutes is a recommended length here, but educational or instructional videos that are longer than that are ok too2. 

Coronavirus creates “new normal” for B2B conferences

The pandemic is significantly changing the landscape for in-person conferences, congresses and trade shows. Most professional conference organizers are postponing their events to next year, with any paid registrants switched to the future event. In the meantime, we are all missing opportunities to meet with our customers and prospects.