By Keith Walters, Brand Director | Principal
Hey there! Let’s talk about branding and how it can increase the value of a B2B company.
Every company has a brand, whether they manage it or not. A company’s brand is the perception that people have about that company based on everything they have heard, seen, and experienced about it. Think about the last time you interacted with a company — what was your impression of their brand? Was it positive, negative, or neutral?
Now, managing a brand by choice is all about proactively managing the experience that people have at every touchpoint with that brand. This includes everything from the company’s website and social media presence to advertising, sales interaction, and product and service performance. By proactively managing every touchpoint, a company can shape the perception that people have about its brand.
Consistency is key in building a strong and recognizable brand identity. This means ensuring that all touchpoints with the brand are aligned in terms of messaging, tone of voice, visual identity, and overall brand positioning. Imagine if a company’s website had a different tone of voice than their social media presence — it would be confusing for the market audience and weaken the brand identity.
Another important aspect of branding is authenticity. Staying true to the core values and personality of the brand is crucial in resonating with the target audience on a deeper level. This creates an emotional connection that can lead to long-term loyalty and increased profitability.
Now, let’s talk about research and analysis. A strong brand is built on a foundation of research and analysis. This involves understanding the target audience, the competition, and the market trends. By conducting thorough research, we can develop a branding strategy that is tailored to the unique needs and challenges of each client.
In conclusion, by managing their brand proactively, B2B companies can build trust and credibility, create emotional connections, communicate their value proposition, enhance perceived value, and increase profitability. At THIEL Brand Design, we’ve helped hundreds of B2B companies achieve these goals by following our branding philosophy of managing touchpoints, ensuring consistency and authenticity, and conducting thorough research and analysis. So, how well are you managing your B2B brand? Do you think your branding could be improved?