B2B Branding: 5 Ways to Stand Out

There’s never been a better time to invest in B2B Branding. Industrial markets are constantly evolving brought about by new product technologies and the pressures to innovate. The focus is now on customer experience, as industrial buyers play an ever-increasing role in managing their own supply chain. As a result, the balance of influence in the industrial supplier and buyer relationship has swung dramatically to the buyer, opening up unique marketing opportunities that industrial suppliers cannot afford to ignore. So how can your industrial brand stand out?

The following are 5 ways to do just that – stand out and be valued by your customers:

1. Brand Positioning linked to Research

Positioning your industrial brand is the most critical effort you can make with your marketing. The way in which your industrial brand is positioned will determine its future. The key to brand positioning is market research. It’s only by studying your customers and the markets you serve will reveal key opportunities for differentiation. Establishing an industrial brand that is authentic and reliable will go a long way connecting with your target audience. At the end of the day, the goal of brand positioning is to create a memorable impression in your customer’s mind that sets your brand apart from all the other alternatives. To succeed, first you have to define what makes your brand stand out. This requires thought into your core offer, your competitive advantage, and your brand promise. Authentic answers to each of these questions lead to memorable differentiation.

2. Brand Identity linked to Marketing Strategy

One of the most obvious ways to make your industrial brand stand out is by reviewing your brand identity. When examining your brand identity, it’s important to remember the power that a good brand identity can provide. The best brands stand for something. Your logo and supporting tag-line is the most immediate way you have of expressing your distinctiveness. Your brand identity tells your customers why you are different. To ensure this message is compelling and effective, your marketing strategy should be built to support and promote your brand message.

3. Brand Content linked to Brand Development

When it comes to industrial branding, content is very important. Not just any content. Compelling, engaging, and, most of all, relevant content. Industrial brands can present unique insights in the form of white papers, case studies, manuals and e-books. This form of brand development will allow you to communicate your message in a hard-hitting and memorable way. This type of content reassures your customers that your brand has the right solution for their needs. It even boosts your organic search engine rankings, establishing your website as a credible source of information. It’s hard to overstate the importance and power of content when it comes to industrial branding.

4. Digital Marketing linked to Your Customer

Digital marketing has become one of the most valuable ways an industrial brand can engage with its audience. It starts with a simple, user-friendly website. No only should your website be easy to navigate and offer an engaging experience. It should connect with all your marketing efforts, electronic direct mail and social media in particular. The simple truth is that if you want to reach your target audience, you have to invest in electronic direct mail and social media. You need to constantly communicate with your customers and utilise social media platforms such as LinkedIn to reach new networks with relevant information. Digital marketing is arguably the most powerful way to increase industrial brand awareness and foster brand loyalty amongst your customer base.

5. Customer Experience is KING!

Customer satisfaction is the KING! Get this right and the above mentioned marketing effort become easier. But you must ensure your industrial brand is aligned with your customers’ needs and expectations. This starts with making certain your brand experience is consistent across every customer touchpoint. Consistency translates into reliability in the mind of your customer. Your brand’s positioning should be familiar to every stakeholder within your company. An authentic and inspiring culture drives employees to serve as brand ambassadors, and better equips them to handle customer concerns and complaints.

The best way to gauge your brand’s performance is with internal workshops and research. Conducting regular workshops and market research will enable you to understand exactly how your customers are experiencing your brand. The actionable insights that emerge from your own people and customers will offer valuable opportunities to ensure your brand is standing out—and doing so in the right way.

Industrial brands are faced with a unique opportunity to re-define themselves in order to address market changes brought about by technology and customer demand. Fortunately, there is no shortage of ways to meaningfully differentiate your brand. Brand positioning, identity, content, digital marketing, and customer experience each represent a powerful area where industrial brands can better align themselves with the needs of their customers and stand out from the competition.

Related: Communicate your Brand Promise

More Reading: How to build a B2B brand

INDUSTRIAL BRAND ACTIVATION GUIDE

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.