Tag: rebranding

Digital Branding

B2B Brand Recognition Tips to Consider in 2021

Brand awareness creates brand recognition, and brand recognition builds customer loyalty.  When a business customer identifies with another company, they not only buy that company’s products, refusing to ever consider their competitors’ products, but they will also buy their products repeatedly.

If the product lasts a long time, then a business will buy other products that the company makes. Buying that company’s products has become a part of their operation. They rely on that B2B relationship the same way they rely on their board of directors.

With that said, it all starts with establishing excellent brand recognition. While there’s less pressure on B2B enterprises to invest heavily in their brand, that doesn’t mean they’re off the hook. Establishing an identity within the industry remains as essential as doing the same in the consumer market. 

This quick guide will help you increase your understanding of building your company’s B2B brand. Let’s dive in.

Tip #1: Build an Impressive Website  

The first step to building B2B brand awareness is creating a great website that attracts attention and engages visitors. Besides the skillful use of graphics and copy-written content, it should be easy for visitors to understand what service the business offers.   

Take, for instance, the brand recognition needs for a global payroll solutions company. Its homepage should explain its unique selling proposition in the first fold. That way, potential customers can immediately understand how international payroll services can cost-effectively manage the entire payroll of a large organization.  Doing so makes it possible to quickly and accurately compensate employees working in multiple locations.  

Tip #2: Focus on Creating a Good First Impression  

Your advertising materials include brochures, business cards, and stationary.

If these are not well-designed, your company will lose business. You will not impress clients or attract new business partners. That’s why it’s important to search for professional graphic design companies to help create these materials. 

High-quality marketing collateral shows that a business is professional. So, use the best color combinations, card quality, and professional descriptions. 

Also, evaluate the quality of other branding elements to create an excellent first impression. For instance, see if your logos, slogans, and signage align with your brand image. 

Tip #3: Engage in Social Media 

Besides setting up a profile on LinkedIn, Facebook, Twitter, and YouTube, research any other social media platforms your target audience frequents. Social media allows you to engage with prospects, clients, and future business partners. Stay active on these platforms, with regular posts, providing content that shares your expertise. Hire a team to manage your social media presence, ranging from social media managers to graphic designers and writers. 

Tip #4: Publish in Industry Magazines 

Prospects looking for business services often read these for industry news and to discover new products or services. Consider publishing guest posts in these magazines, offering invaluable advice on business-building strategies. 

It might also be possible to arrange an interview for your company. Speak to the editor about what makes your company unique and share the founder’s story. If you can intrigue the editor, they might send a staff writer over to interview the top executives in the company. Additionally, advertise your services because your target audience will be reading them.  

Tip #5: Create an Email Newsletter  

Despite the growing number of new marketing methods available online, email marketing remains one of the best ways to build a business-to-business relationship. While other marketing trends rise and fall, email continues to help build relationships between companies and their clients.

Here are a few ways to get your emails read rather than ignored when they arrive in your subscribers’ inboxes: 

* Offer great value, providing information that will help your readers to improve their business. 

* Since readers are quick to discern sales pitches pretending to impart information, offer accurate information that makes a difference. 

* It’s okay to make sales pitches, but do it with discernment, rather than trying to get the reader to buy your product at every opportunity. 

* Hire an email copywriting professional to write your email sequences. 

Brand awareness sets your company apart from your competitors. Differentiate what makes your company unique and explain how this uniqueness positions your company to get things done better and faster.

Digital Branding

6 Branding Mistakes You’ll Want to Avoid

When it comes to creating an online marketing strategy for your business, you’ll want to begin with your brand. Strong brands are powerful, consistent, and focused. When people engage with a powerful brand they feel something. Good brands create familiarity in consumers, which leads to likability, trust, and then sales. Without having a clear, concise, and consistent brand image, you’re setting yourself up for an epic failure. However, many small businesses don’t think twice about their branding or brand themselves the wrong way. If you want more customers, and happier ones, you need to get started on your branding. This article will outline a few branding mistakes that you need to avoid.

Not Creating Clear Brand Guidelines

Not Creating Clear Brand Guidelines

You know that you need a brand, but you don’t know how to start. When you’re building a brand, you want to make sure that you have clear guidelines that cover everything relevant to your company. This includes your colors, logo, taglines, fonts, company voice, mission statement, etc. You’ll want to begin by compiling these guidelines with a style guide. Having clear guidelines will allow you to create a consistent brand image and create a clear marketing message in all of your communications. If your brand isn’t clear, it will create confusion in your audience, which will lead to them running off to your competitors.

Being Inconsistent

Inconsistency is definitely one of the most common branding mistakes made by small businesses. Have you ever seen a company that has a website, Facebook page, Instagram profile, Twitter account, etc. that all look different? This is inconsistent branding. Again, inconsistent branding leads to confusion and ultimately lost sales.

Not Protecting Your Brand’s Image

Not Protecting Your Brand’s Image

Building a brand isn’t easy. You want to make sure that it’s represented exactly the way you want. Putting in a lot of sweat equity to create a successful brand only to see a competitor creating a marketing message eerily similar to yours won’t give you a warm, fuzzy feeling. You want to make sure that you stay on the lookout for any misrepresentation of your brand that may come up in the marketplace.

It would be wise to create a Google Alert for any phrases associated with your brand so that you can get the jump on any issues that may occur. Also, make sure that you consult with legal representation to protect your brand or take any legal action, if necessary.

Sloppy Rebranding

Sometimes your brand has grown old and ineffective. In this case, you’ll need to rebrand. However, proceed with caution. No matter how hard you try, rebranding will cause you to alienate some of your existing customers. But, if you’re strategic in your rebranding process, it can prove to be a very profitable decision. When you do rebrand you’ll want to make sure that you keep all of your existing customer in the loop so that you don’t experience any unwanted backlash.

Being Too Vague

Having a vague brand is just as bad as inconsistent branding. The last thing you want someone to wonder when they come to your website, Facebook page, etc. is, “what do they actually do?” You want your brand to have a clear, simple, unambiguous value proposition.

For example. food delivery service Sprig offers healthy meals on-demand. Their value proposition is simple. “Delicious Meals. Honest Ingredients. Delivered Now”. This is an excellent value proposition. It explains everything about the company in very few words. When you’re creating your own value proposition, try to sum up exactly what your company does and/or stands for in one to two sentences. Also, use clear images and logos to solidify your message.

Being Too Complicated

Being Too Complicated

When branding, it’s important to remember that simplicity is key. Think of some of the biggest brands right now: Google, Apple, Amazon, Visa, etc.. These billion dollar companies all have something in common. Their brands are simple. We’re not just talking logos here. The most successful brands make an effort to get out of the way of their customer and make it as easy as possible for them to buy or use their products. Apple does this the best. It prides itself on minimalism and giving users a clear, simple interface without sacrificing beauty and design. You have to avoid adding too many features to your branding. Don’t confuse your customers. Have a clear service and/or product offering. Delve deep inside every aspect of your brand and constantly figure out ways to refine and streamline it.

Conclusion

This is definitely not a comprehensive list of the marketing mistakes that can be made when it comes to branding. You don’t have to have your entire brand figured out in one sitting. Proactively working on building your brand, avoiding any mistakes above, and taking notes from other successful companies will put you well on your way to crafting an irresistible brand.

Digital Branding

The Top 5 Best Ad Campaigns of All Time

What makes people buy? The best advertising campaigns are able to invoke an emotional response from consumers, connect, and engage with them at their core. A product rarely achieves advertising success based solely on merit. The best marketing and ad campaigns psychologically and emotionally create a response in all of us. With the growth of the internet and social media, brands are constantly fighting over the attention of consumers. To make your product or brand stand out you must get creative. Here are four brands that created insanely successful ad campaigns.

Dos Equis – The Most Interesting Man in the World

Dos-Equis---The-Most-Interesting-Man-in-the-World

In 2006, Dos Equis took a drastically different approach to selling beer. Instead of positioning their product as a must-have for getting the attention of attractive women, Dos Equis turned their beer into something that promoted distinction and curiosity. Played by actor Jonathan Goldsmith, the character “The Most Interesting Man in the World” says the following tagline at the end of every commercial: “I don’t always drink beer. But when I do, I prefer Dos Equis.” The ad campaign was so successful because it didn’t feel like a commercial. It felt more like a comedy short. Viewers became enamored with the character’s experiences and the character has even been turned into an internet meme. This unique positioning by Dos Equis opened the company’s product to a wider, more youthful audience.

California Milk Processor Board – Got Milk?

California-Milk-Processor-Board---Got-Milk-

California milk sales rose 7% in one year thanks to this clever ad campaign. The interesting part of this campaign is that it wasn’t created to target non-milk drinkers, but those who were already drinking milk. This is important because it’s not always beneficial or cost-effective to try and reel in a new audience. Sometimes, it’s better to market to your current audience and get them to not only start buying your product more, but become fans that promote your product to others as well.

Old Spice – The Man Your Man Could Smell Like

Old-Spice---The-Man-Your-Man-Could-Smell-Like

You usually don’t see a lot of overnight successes in online marketing but Old Spice’s “The Man Your Man Could Smell Like” campaign is an exception. In February 2010, ad agency Weiden + Kennedy launched the first commercial in the campaign, featuring actor Isaiah Mustafa, and it was a viral sensation. Later that year, Wieden + Kennedy devised a social media video campaign in which Mustafa made 186 video responses to viewer comments online. Wieden + Kennedy creative director Jason Bagley described it by saying, “We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis…No one expects to ask a question and then be responded to. I think that’s where we broke through”. The video responses made this campaign extremely successful. Weiden + Kennedy capitalized on the momentum of their initial TV spots and engaged with followers and fans. Through all of this, sustaining the brand’s new image and voice were always kept as a high priority.

Dove – Campaign for Real Beauty

Dove---Campaign-for-Real-Beauty

In 2004, Unilever discovered that only four percent of women thought of themselves as beautiful. So, with the help of Edelman Public Relations and Ogilvy & Mather, the company launched a campaign that challenged people to rethink how they perceived female beauty. The campaign gained a flood of attention from the media and discussions of female beauty started taking place on talk shows, in magazines, newspapers, and online. One ad features a sketch artist who first draws a woman’s face based on the woman’s description of herself. Next, he does a sketch of the same woman but based on someone else’s description. Once complete, the sketches are both posted side-by-side and the subjects look at them. In every case, the drawing based on a description from a 3rd party is more flattering than the woman’s own description of herself. This video went viral and contributed in a big way to the success of this ad campaign. This campaign was successful because it touched people emotionally and allowed people to realize that “normal” standard for female beauty isn’t always attainable and that just being yourself is enough.

Progressive – Flo

Progressive---Flo

It’s not easy to make insurance interesting. With the help of stand-up comic Stephanie Courtney, Progressive launched an ad campaign that featured an upbeat, perky sales agent named Flo. In these commercials, Flo talks to customers about Progressive’s features in a sitcom style setting. Viewers loved the ad campaign so much that Flo has appeared in over 100 commercials since 2008. Progressive was able to successfully break away from the negative public perception that people have of insurance companies by creating a fun and interesting character.

Conclusion

Creating amazing, viral marketing isn’t easy. For every incredible success, there are many more failures. However, if you focus on engaging with your customer and creating a psychological and emotional connection with them, you’ll be well on your way to creating a successful campaign.