You might invest hours into coming up with a great company name, logo, and tagline. However, this work is just the beginning of establishing your B2B brand identity. Your brand’s identity is the personality you project when selling yourself to other businesses, the sum of your parts. Though it may seem to be less necessary than other day-to-day operations, crafting...
In a fiercely competitive business world, a strong B2B brand is crucial for capturing consumer attention and establishing a loyal customer base. And at the heart of effective branding lies a compelling brand promise—an encapsulation of a brand's essence and unique benefits. A brand promise goes beyond mere slogans—it shapes the entire customer experience and forms a connection with your...
Ah, product branding. It's that magical element that helps businesses create a strong, memorable identity in the minds of consumers. But what about its role in the B2B world? With a focus on business relationships and long-term partnerships, product branding in the B2B space might seem like a different ball game altogether. In this article, we'll dive into the nitty-gritty...
As the role of Chief Marketing Officer gains more importance to business success, new challenges arise. Since the market can shift quickly, a solid strategic planning process is critical. For example, economic uncertainty can lead to marketing budget cuts that hamper a brand’s ability to stay in front of its target audience. The solution lies in having a planning process...
In today's competitive business landscape, a brand's success hinges on its ability to connect with customers, differentiate itself, and adapt to changing market dynamics. That’s why knowing how to do a brand audit is essential. A brand audit involves a comprehensive evaluation of a company's brand and its various components, aiming to assess its health, performance, and goal alignment. But...
The only way to make your marketing work is to know your audience. Dozens of B2B market research tools claim to help you do that, but how can you figure out which ones will really allow you to improve your performance? Our firm has driven millions of monthly web visits by studying and testing the value of many different marketing...
Brand reputation, brand perception, brand awareness—these are all critical measures of how your audience feels about your B2B brand, and they are most effectively measured using brand lift metrics. Brand lift metrics measure exactly how your marketing and ad campaigns impact the way your brand is perceived by your target buyers and how far your campaigns are reaching. As a...
B2B vs. B2C marketing — the former focuses on building relationships with other businesses, while the other is all about selling products or services directly to consumers. They’ve always required two distinct approaches to attract and convert customers, but in 2023, those differences between the two are becoming more pronounced. In this article, we'll explore exactly how they differ and...
The ease with which you can start a business is a blessing and a curse. You can get a company running in no time, but so can anyone else. To stand out in a crowded market, a strong brand is essential. Many companies are answering the challenge with the help of a brand development agency. In fact, the branding market’s...
Your visual identity is an important contributor to your ability to win new business and establish a strong brand perception with target audiences. Brand mood boards are a powerful tool for building this identity and aligning your teams around it. And while mood boards are sometimes considered a B2C strategy, B2B brands also have much to gain from using them....