Create A Singular Brand Focus

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Tips for marketing consultants to focus their B2B clients' brand strategy.

Published in: Business, Technology

Create A Singular Brand Focus

  1. 1. Create a Singular Brand Focus<br />B2B Brand Strategy<br />
  2. 2. B2B Branding Challenges<br /><ul><li>B2B brands are trickier to define than product brands
  3. 3. More touch-points = more complex
  4. 4. Often can’t hold or “feel”
  5. 5. Impersonal?</li></li></ul><li>Where to Start<br /><ul><li>Start by listing top 3 things brand “means” to customers
  6. 6. Usually reasons why they buy
  7. 7. Focus brand strategy on human elements
  8. 8. List personality traits
  9. 9. Describe in detail
  10. 10. Stay objective</li></li></ul><li>Example<br /><ul><li>Mac vs PC ads (view)</li></li></ul><li>Brand Means and Personality<br /><ul><li>Match brand “means” to personality traits
  11. 11. Are they aligned?
  12. 12. If not, explore disconnect
  13. 13. Define picture of “person” the brand represents
  14. 14. Harley biker guy?
  15. 15. Friendly librarian?
  16. 16. Young techie with attitude?</li></li></ul><li>Brand Means and Personality<br /><ul><li>Match brand “means” to personality traits
  17. 17. Are they aligned?
  18. 18. If not, explore disconnect
  19. 19. Define picture of “person” the brand represents
  20. 20. Harley biker guy?
  21. 21. Friendly librarian?
  22. 22. Young techie with attitude?</li></li></ul><li>Brand Promise<br /><ul><li>Boil down to essence of brand – your promise
  23. 23. Clear description
  24. 24. Use phrase if necessary
  25. 25. Keep it short!</li></li></ul><li>Example: Southwest Airlines<br /><ul><li>“Freedom”
  26. 26. Supports their focus on being the low fare airline
  27. 27. Singular focus drives marketing and operational decisions
  28. 28. Focus has delivered >25 years of market success in difficult industry</li></li></ul><li>Brand Strategy<br /><ul><li>Differentiate what brand “is” and what it “aspires” to be
  29. 29. Can verify with brand audit
  30. 30. If different, create long-term plan to correct
  31. 31. Commit to this focus!
  32. 32. Should drive all strategic decisions
  33. 33. Pricing
  34. 34. Distribution
  35. 35. Marketing</li></li></ul><li>Additional Resources<br />Brand Strategy Tools<br />www.marketingmo.com<br />

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