Brand Excitement in B2B
5 Reasons to Ditch the DullnessCiao Amici,
For years I worked as the Marketing and Brand Director for a B2B digital design and technology agency helping to create digital experiences in physical locations (digital signage, digital menu boards, etc…).
I helped make the agency stand out in a sea of suits and ties and boring sales pitches. Typical B2B.
It was my mission to make us the coolest agency in the A/V and digital experience world.
Here’s why it worked.
Personality Attracts Partnerships:
Just as in the B2C sphere, a strong, engaging brand in the B2B sector attracts potential partners. Salesforce, a leading B2B company, infuses its brand with a vibrant, forward-thinking attitude. This personality has helped the company form numerous strategic partnerships, including high-profile collaborations with Apple and Amazon Web Services.
For us in the digital experience world, this meant unique partnerships with everyone from breweries to screen manufacturers to software providers. As long as all the partners involved had shared values and a hunger to win, we were able to make something work.
Memorable Brands Win Market Share:
A unique, engaging brand is easier to remember and can lead to higher brand recall, helping your business to stand out in a saturated market. Mailchimp is a perfect example of this, with its playful, quirky brand identity that sets it apart from other email marketing platforms and contributes to its significant market share.
For us, we also leaned heavily on our design and aesthetic. We created mascots and swag that people wanted to have while other brands were giving away pens. In the end, we won more than just market share. We won heart and mind share.
Engagement Builds Trust:
Engaging brands create more opportunities for interactions, which in turn builds trust. Slack's brand is known for its friendly, conversational tone, which engages its users and cultivates a sense of community and reliability.
In our A/V world, we followed the TRUST formula (trust = reliability + delight) and used every touch point as an opportunity to engage. From tradeshows to videos, podcasts to ebooks, we were obsessed with this notion.
Strong Brands Attract Talent:
A vibrant brand helps attract the best talent because let’s face it, culture wins As a case in point, Google's dynamic brand and culture is not just customer-focused but also resonates with potential employees, making it one of the most desirable companies to work for.
We wanted the same thing — the be so desired in our industry that we were able to attract the best of the best to join our crew.
Distinct Brands Drive Higher Valuation:
A strong brand equates to increased business value. For instance, IBM's consistent and distinct brand has made it one of the most valuable brands globally, reflecting positively in its market valuation. It's a clear indicator that a well-crafted brand is a significant asset in the B2B sector.
Just because you’re a B2B brand doesn’t mean you need to settle for a stodgy brand with no personality. In fact, I LOVE working with B2B brands in helping to craft their story and brand to attract clients, talent, and partnerships all while creating a culture of cool.
Want to make your B2B brand exciting and a beacon of coolness in your industry? Let’s get to work (together of course).
✌️ Steven
PS. Whenever you're ready, there are 4 ways I can help you:
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PPS. This week’s Talking with Branders Podcast is with John Bertino and Tim Martinez from TAG - The Agency Guide.