Nov 28, 2023

From Awareness to Advocacy: An Intro Guide to B2B Branding Strategy

by Nicole Stiverson

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As a B2B marketer, owner, or decision-maker, think about the companies that have contacted you.

How many of them could make a lasting impression and stay top of mind? Was it through a cold call, a business card and a handshake at a trade show, a piece of mail, or maybe an email?

Take a moment to reflect on what set apart the vendors, B2B colleagues, and partners that influenced your decision to choose them. This is the power of a well-crafted brand strategy in action.

Defining B2B Branding Strategy

A B2B branding

strategy

is the heart of a company’s identity and voice.

It encompasses who you are, what you do, and what values you cherish. It outlines business goals and the roadmap to reach them, shaping your go-to-market approach.

There are three actions your branding strategy must encompass to be effective:

1. Create Awareness Where The Audience Is

2. Build Trust with Consistent Branding

3. Drive Advocacy with ABM

Creating Brand Awareness

Brand awareness is pivotal in a company's journey; your business risks getting lost in the competition without it. After all, if people don’t know who you are or what you do, establishing a meaningful presence becomes challenging.

B2B brand awareness is more complex. B2B companies

don't rush when buying products

or services, unlike impulsive decisions often made by B2C customers.

B2B purchasing decisions are driven by identifying specific business problems and involve a research-driven process. B2B buyers are careful and make smart choices to protect their reputation, not influenced by a logo or discount.

The B2B buyer's journey starts with researching solutions. Once the prospective company identifies the issue and explores potential remedies, they search for partners or suppliers to assist them.

As a B2B marketer, the primary question is: "How can we integrate ourselves into this process and secure our place on the final list?"

The solution unfolds in three key approaches:

1. Ensure your brand is visible during the research phase.

2. Establish pre-existing familiarity within the company before their research begins.

3. Cultivate demand by bringing awareness to unrecognized problems.

A comprehensive,

consistent brand

awareness strategy among your target audience accomplishes all three, effectively positioning your brand within the B2B buyer's journey.

Discovering the most impactful pathways for boosting brand recognition takes us across a blend of digital marketing landscapes.

My years of experience supporting diverse B2B brands affirm that content marketing, social media, and

SEO

are the trifecta for amplifying brand awareness.

Nevertheless, the emergence of digital fatigue adds a layer of complexity to the landscape.

It's essential to recognize that offline strategies, including events, print ads and reports, speaking engagements, traditional networking, and corporate communications, play a pivotal role in enhancing brand awareness and igniting consumer interest alongside digital initiatives.

So, where does B2B brand awareness start? Content marketing.

Leadership through Content Marketing

Content marketing

unfolds in multifaceted forms, including blog posts, white papers, social media snippets, downloadable resources, videos, and podcasts. Its primary goal is to educate audiences, making it an exceedingly influential tool.

While traditional advertising techniques still hold value, content marketing is a premier avenue for brand recognition.

Together, let's explore ways to enhance your brand strategy.

Building Brand Trust

Understandably, with the increase in fraud, scams, and spamming, people are more and more cautious in sharing

financial and personal information

due to the prevalence of scams in the digital landscape.

Nevertheless, amid these challenges, trust remains the linchpin for

brand loyalty

and advocacy. B2B companies navigating this landscape employ strategic approaches to establish and solidify the foundation of trust.

Here are ways to use content marketing to

cultivate trust

among your customers, employees, stakeholders, and partners.

Customer Testimonials and Reviews

Consider how crucial reviews are when deciding where to spend your hard-earned money.

Would you knowingly go to a 1-star restaurant after reading 100 reviews about the awful food and service or purchase from an online shop that is notorious for sending broken items? Probably not.

Even though the above examples are more B2C, B2B operates on a similar principle.

Positive reviews from satisfied customers significantly enhance a brand's reputation and credibility within its industry, fostering trust akin to a tight-knit community.

It's crucial to actively seek reviews, testimonials, and customer feedback, especially from those in the same industry, as they understand the significance and are more likely to share the value of your business.

Persuasive Case Studies

Consider

case studies

as the dynamic narratives of triumph for your brand.

These stories aren't just words on a page; they prove your brand's adept problem-solving skills. When you generously share these success stories, you're not merely telling but

showing the practical application of your products or services.

It's like giving potential clients a front-row seat to witness a hands-on demonstration, allowing them to experience the tangible value your brand brings.

Thought Leadership Content

Remember that in B2B interactions, the journey isn't always solely about sealing the deal; it's equally about fostering a relationship with your customer.

It involves instilling confidence in them and assuring them that choosing your company is the right decision.

Creating

impactful and authoritative content

—whether through blogs, videos, podcasts, or engaging in guest blogging or interviews—requires an upfront investment of time. This strategic effort aims to position your company as the go-to authority in your industry when the timing aligns for the end buyer.

By consistently delivering valuable information through blogs, articles, or podcasts, you don't just address problems; you become a solution provider, earning credibility and trust by sharing knowledge.

Now that you know what B2B branding strategy is and how it can launch your audience’s awareness, let's look at the 4 most common types of brand strategies.

Understanding the Four Types of Branding Strategies

In the ever-evolving landscape of business and marketing, effective branding is a key element that sets successful companies apart from the competition.

Brands are more than just logos and taglines; they encapsulate the essence of a business, influencing how it is perceived by customers and the public.

There are various branding strategies, each serving a unique purpose in building a strong market presence.

Let's delve into the four main types of branding strategies:

Product Branding:

This strategy involves building a brand around a specific product, highlighting its distinctive features and benefits. This strategy aims to create a unique identity for the product, making it stand out in the market.

EXAMPLE:

All I have to say is ‘iPhone,’ and almost everyone knows the company it's associated with…and vice versa. Apple has crafted a brand around its flagship product, emphasizing sleek design, user-friendly interfaces, and cutting-edge technology.

The iPhone, for many, is not just a phone; it's a symbol of innovation and luxury.

2. Corporate Branding:

This strategy involves creating a unified and recognizable image that represents the organization as a whole. This strategy extends beyond logos and includes developing a cohesive brand guide, media kit, annual reports,

ESG reports

, CSR reports, internal

collateral

, and communication materials.

EXAMPLE:

The tagline 'Just Google it' is a testament to the success of Google's corporate branding, embodying its technological prowess, knowledge-centric approach, and customer-focused commitment.

3. Service Branding:

This strategy is centered on communicating the value and quality of the services provided and building trust and credibility with the target audience.

EXAMPLE:

FedEx’s brand is built around reliability, speed, and efficiency in delivering packages worldwide.

The promise of "When it absolutely, positively has to be there overnight" communicates the core value of their service.

4. Personal Branding:

Personal branding involves creating a brand around individuals, often in the context of influencers, professionals, or celebrities. It is about shaping a public image that reflects the person's values, expertise, and unique qualities.

EXAMPLE:

Oprah Winfrey is a noteworthy example of powerful personal branding. Her name is not just a personal identifier; her name IS her brand and it represents a set of values and principles.

Understanding these four brand strategies is crucial for businesses aiming to establish a lasting and impactful presence in the market.

Putting the Pieces Together: Integrating B2B Branding Strategy into Account-Based Marketing (ABM) Campaigns

When selecting a brand strategy, explore the effectiveness of an account-centric approach, particularly when integrated into

Account-Based Marketing (ABM

) campaigns.

This strategy entails tailoring brands to meet the specific needs of targeted accounts, fostering a personalized connection that enhances engagement.

Understanding each account's unique challenges and goals empowers businesses to craft brand messages that resonate on a deeper level. The essence lies in personalization, allowing businesses to address individual accounts' pain points and aspirations. This tailored approach captures attention and establishes relevance, making the brand more memorable to the

targeted audience

EXAMPLE:

Consider a software company using an account-centric approach in B2B marketing. They pinpoint a finance sector client struggling with data security and compliance.

Instead of generic messaging, the company tailors their brand to address these needs, highlighting encryption, compliance features, and seamless integration.

This personalized approach captures the client's attention, creating a memorable and relevant brand image.

The result is an enhanced connection that lays the groundwork for a lasting B2B relationship.

Mastering B2B Branding Strategy in ABM: 4 Essential Tips for Success

1. Prioritize Relationship Building in Brand Strategy

When crafting your branding strategy, prioritize building meaningful relationships. This aligns seamlessly with personalized interactions inherent in Account-Based Marketing (ABM), fostering a connection beyond transactions.

2. Precision Content Alignment:

Integrate your B2B branding strategy with ABM by focusing on precise content alignment. Tailor your content to address the specific needs and interests of individual accounts. This targeted approach ensures your content is relevant, resonates deeply, and becomes a valuable asset in meaningful engagement and relationship-building.

3. Consistent Messaging Across Touchpoints

Maintain consistency in your brand messaging across various touchpoints. Unify your brand with ABM efforts by consistently reinforcing your identity and message.

This approach strengthens your overall impact and enhances brand recall, creating a cohesive brand experience.

4. Omnichannel Approach for Holistic Engagement

Integrate your B2B branding strategy into ABM successfully with an

omnichannel approach

. Leverage various digital and offline channels comprehensively to engage targeted accounts.

This diverse and immersive brand presence ensures your message is felt across different platforms, increasing your chances of reaching and resonating with your target audience.

Incorporating these tips into your B2B strategy enhances engagement and lays the groundwork for lasting relationships with your targeted accounts.

The Takeaway:

Focusing on your B2B Brand Strategy amplifies your presence and customer trust and establishes you as a leader in your industry.

The power of a robust B2B branding strategy is undeniable. It carves a path from mere awareness to devoted advocacy. By implementing the strategies discussed here, businesses can architect their brand's ascendancy in the B2B landscape.

These methods are not just theories; they are proven techniques wielded by brands that have transitioned from being just recognized to being fervently endorsed.

today!

From Awareness to Advocacy: An Intro Guide to B2B Branding Strategy

Defining B2B Branding Strategy