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

 

Related Posts

Taking the pain out of pain points

Do you really understand your customers’ pain points? A lot of what we do as healthcare marketers is tied to those pain points. So the more thoroughly we understand them, the more relevant and valuable our marketing activities will be. So how can you make sure you really understand your customers’ pain points, and the motivations that drive them? Luckily, there are lots of ways to learn more about your customers’ pain points, ranging from asking them directly to doing different types of research.

How cultural differences can impact NPS results, and what to do about it

How cultural differences can impact NPS results, and what to do about it If your company operates across different countries and cultures, you know that customers behave differently based on where they’re located, and what languages they speak. If your organization uses the Net Promoter Score (NPS) metric to gauge customer satisfaction and country-specific performance, you may notice significant regional variances in your data. It turns out that responses to NPS surveys can vary widely from country to country, or region to region, due to cultural differences that affect how the act of “scoring” is perceived1.

Why you need a Customer Success strategy to help your customers succeed

Does your organization have a Customer Success strategy and team, or are you thinking of implementing one? The Customer Success model has been around since the 1990s, when it was first introduced at Vantive, a US software company that sold a CRM solution1. The goal back then was the same as it is now: provide customers with all the support they need to succeed with your product or solution. But while the end goal hasn’t changed in the intervening decades, the way technology is sold has changed dramatically.