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Christopher Ferranti

October 17, 2019

Let’s take a brief look at the role of brand strategy in business-to-business marketing.

Planning your brand strategy

Establishing your brand strategy goes beyond creating superior products and services. In order to have your brand's voice be heard in today's competitive market, you have to establish your brand as a trusted market resource and a leader in your industry.

Better brand perception = higher margins, higher market share, repeat business, positive sentiment, and more recommendations.

A solid branding strategy will put a plan in place for how your brand responds to customer service issues, what kind of value your brand brings to the community and provide business decision-makers with clear indicators of how your brand stands out as a leader in your industry.

In other words, a blueprint is necessary to clarify what your brand has to offer and what makes your brand different and better than the rest. As a business-to-business provider, it is your responsibility to educate and advise potential buyers on how your services can lead to more profit for their brands.

Once you start to implement the brand strategy that you've put in place, you'll begin to cultivate loyalty and your customers will become partners and brand ambassadors as profits will begin to grow.

Now that you've figured out what your brand strategy is, you're ready to present that value to others in the form of content marketing!

Business-to-business marketing strategy

The decision-makers who buy your goods and services are likely to be thought leaders in their industries. Provide business-to-business decision-makers with logical reasons and facts that support your brand as being the best resource to resolve their business issues wherever they come into contact with your brand.

Important inbound touch points where B2B decision-makers come into contact with information about your brand:

  • Social Media
  • Your business blog
  • Your business website
  • Word-of-mouth marketing
  • Customer reviews
  • Consumer review sites
  • Search engine rankings

Establish credibility and reliability in your brand by providing B2B decision-makers with informative content and outstanding service at each one of these touch points.

Track important KPIs, or key performance indicators, to know what is working and what isn't for products, services, campaigns and all brand-related touch points.

Final considerations

Your brand is more than just a logo. For your brand to stand out, your marketing team has to dedicate time to carefully craft a brand strategy and personality that is distinctly your own.

If you're interested in building a better branding strategy, flourish can help. Reach out to our team today!

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