Build Brand Awareness for Your B2B Tech Company
Branding is one of the most important parts of your business. Why? Because without a strong brand, there's nothing that really separates you from other B2B tech companies. Maybe you understand this already, but maybe you aren't convinced yet. Either way, here's a quick exercise to demonstrate just how important branding is.
Part 1
Below is a list of 3 different categories. For each category, name or write down the first company (don't cheat) that comes to your mind.
- Running Shoes
- Fast Food Restaurant
- Toothpaste
Part 2
Scroll to the bottom of this page to see your answers.
These brands occupy a space in your mind. Of course, these are major companies that have spent very large amounts of money on advertising and marketing to be in that top position. We all think of these companies first and have certain thoughts and feelings associated with each brand. Ideally, those are positive emotions that make you feel fond of their products and services.
Branding and brand positioning are intangible, and it takes time to develop. You have to set your brand apart by clearly communicating the unique value it brings.
Signs that You Need to Improve Your Branding & Positioning Strategy
A powerful brand is an intangible asset and can be difficult to measure. Here are a few signs that you should look to improve your brand awareness and position.
1. Lower number of leads than you expect.
Maybe you're doing everything the right way. You are producing and publishing content regularly and distributing that content across the right channels. Yet something seems off. People are seeing your content but they aren't engaging or responding to your CTAs.
If you aren't seeing the number of leads you think you should be getting from your marketing activities, your overall brand awareness (or lack of it) can be the culprit. It might be time to evaluate your existing brand message.
2. Your homepage is more like an "about-us" and not about your clients.
Review your buyer personas, then take a look at your company's homepage and put yourself in the shoes of your target prospects. How would you react to the content being presented? Does it sound helpful and informative? Does it sound like it will help you solve a major challenge? Or does it sound like one long, boring sales pitch?
If your homepage is focused more on your business and how great you are rather than how you can help your prospects solve their problems, you need a better brand message.
3. A high number of prospects have never heard of your business.
In order to stand out in your space, you need a strong brand message that is seen by the audience you want to reach. Check-in with your sales team and see what kind of objections they are getting. If prospects are saying they've never heard of you, it will be much more challenging to beat your industry giants.
How Our B2B Branding and Positioning Service Works
Since a brand message is intangible, it can be difficult to describe at times. The way your audience perceives your brand can, and should be, dictated by your company. It all starts by making sure everyone in the company is aligned on a singular brand message. The brand message should also resonate with the prospects you want to reach.
We have developed a customized process to help you evaluate and improve your existing brand message so you can improve your brand awareness and win more deals. Here's how our process works.
1. Branding Survey
We begin with a custom, but brief, internal brand survey. This survey should be completed by key personnel across each department in your company.
2. Brand Survey Analysis
Once completed, we analyze the results of the survey. During our analysis, we look for areas of overlap and separation in your team's perception of the current brand message to evaluate where there is alignment and differences.
3. Craft and Implement New Brand Message
In the final phase, we use the results from the brand survey in collaboration with your team to craft a new and improved brand message. Then we help you roll the messaging out to your team so everyone is on the same page.
Answers
Nike
McDonalds
Crest (maybe Colgate)
Strengthen Your Brand
Schedule a Discovery Call to Begin Improving Your Brand Message.
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Answer Some Questions
Help us understand your current brand.
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