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We’re more than halfway through the year, which means quarterly evaluations are underway. It’s time to assess the current state of your business’s brand, including its reputation, audience, and success in your industry. Rather than harping on previous shortcomings or questioning what the rest of the year will have in store, let’s take a moment to reflect on your b2b branding strategy. Here is your essential b2b branding checklist, to make it through the rest of 2019!
Does your brand have an active presence on social media?
Yes, of course it does! This is an excellent tactic to expand your audience’s reach and ensure that people understand who is behind your brand. There’s a common misconception that b2b businesses are more cold and less people-focused; but that certainly doesn’t have to be true.
Well…no, not quite. B2B businesses are encouraged to implement social media channels into their branding strategy. Social media does matter in b2b, especially if you’re looking to build thought leadership and connect with your audience. No, this doesn’t mean b2b’s need to be sharing reaction memes to their industry influencers (unless that’s something they’d appreciate). You can still have an active voice on social media while maintaining a professional business status. Here are some tips that you can follow:
- Follow key industry influencers and share/comment on their posts
- Regularly share blog posts and articles with your audience
- Introduce a weekly (or daily) series of posts, such as “5 Facts about digital marketing”
- Pose questions in your status updates, to encourage interactions with your audience
Can you describe your brand’s personality to someone new?
Yes, our brand has a consistent tone and personality. A reliable brand needs a reliable message and tone. If your brand can speak to a person and communicate its personality and value, it helps to build credibility and establish brand loyalty. You have the advantage of knowing why someone is drawn to your brand and how to ensure their continued support.
No, I can’t even describe my own personality! Think about how many brands you actively follow—b2b or otherwise. If you were to explain to someone how that brand makes you feel and how it resonates with you, what sort of personality traits would you use to describe it? Then, look at your own brand; how does it communicate to your audience? What do you want people to think of when they hear about it? When working on your brand’s personality, you may consider these options:
- Professional, industry influencer that uses accurate data to provide answers
- Empathetic, with a focus on emotional resonance with your audience
- Easygoing, fun personality that makes people feel positive about their own company
- Active and always on the move to find the latest trends in the industry
Is there a story behind your brand?
Yes, and it shows across our company website as well! In the digital age, a company’s website is a vital component to its branding. If a visitor can reach your website and instantly understand your brand’s core values, tone, and color scheme, you’re on the right track!
Maybe, but it’s not very interesting. Every brand has a story. Even if it might not seem the most interesting, your audience will want to know about it. We’ve previously shared our tips to tell your b2b brand story through your website design. Here are a few highlights you can use for your branding checklist:
- Integrate a visual timeline on your website, to make it easier for readers to follow your brand story. You’ll definitely want to use this if your brand has a long, decade-spanning history.
- When sharing the impact your b2b brand has had in the industry, tell it in a way that feels like an actual story. Don’t be lost in focusing only on the achievements of your brand. Provide details about the hard work and process behind its success.
- Avoid using too much jargon in your copy. You want to convey your brand story as it comes to you naturally, instead of using complicated terminology.
- Change is common for a brand’s design and image. To keep your brand from feeling redundant, try updating its appearance, while maintaining the core aspects of its message. Then, share some of the reasoning behind the change in a compelling story on your website.
If your company would have answered “no” to many of these questions, you’ll want to focus your effort on improving your b2b brand’s presence, personality, and story. For additional brand development strategies, download or branding Truth or Dare eBook. You may also contact us today at 201-840-8910.