Brand Marketing

Awareness. Differentiation. Perception.

When it comes to long term competitive advantage, a strong brand is your greatest asset.

What is Brand Marketing?

It’s time to say goodbye to one-off campaigns. When done right, brand marketing shapes the way your strategically chosen target audiences perceive your brand – not only today and tomorrow but also well into the future.

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Branding is traditionally considered as the playground of marketing departments, consultants, and ad agencies, who view brands as a combination of pretty colors, pictures, and logos.

Your B2B branding efforts should, however, mainly focus on building a brand strategy that informs your day-to-day content strategy. That way you can make sure that every touchpoint between your company and the customer are accounted for.

Brand marketing is a strategic approach for building long term competitive advantage. It’s the perfect way to complement your tactical inbound marketing activities, which are geared towards lead generation.

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Brand marketing concentrates on creating demand and competitive advantage over time, whereas inbound focuses on generating leads in the short to mid term.

When should you do brand marketing?

Over time, most products and services become obsolete. The only thing that passes the test of time is your brand – that’s why it’s worth investing in.

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Changes in business strategy

Fundamental changes in your business strategy require shaping or updating your brand perception.

That includes mergers and acquisitions, international expansion or radical changes in your target audience (such as moving from B2C to B2B or from SMB to enterprise sales).

Lack of brand awareness and recognition

You’re repeatedly attracting an audience from the wrong types of companies or industries.

It’s also possible that your brand is only known for one its many products or services. And sometimes your brand is known for... Well, nothing at all.

Negative brand perception can be born from a variety of unwanted connotations: an expensive or complicated product, bureaucratic processes, or an unethical production chain.

Lack of differentiation

The more competitive the market, the more difficult it is to differentiate.

The similarity between competing brands can stem from established operating models or strict industry regulation. Typically most brands’ messaging platforms consist of the same old clichés, which are widely accepted as the industry norm. When that’s the case, all brands begin to resemble one another.

Differentiation is, however, a necessary precondition for survival. If your customer can’t distinguish between you and your competitors, you’d better be prepared for competing with price.

Request a brand assessment

Do you have a brand strategy in place? Do you know which areas to improve upon?

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"A brand is not your slogan, it’s not your logo; it’s the sum of every single touchpoint a customer has with you during their journey."

- Bill Macaitis, Unicorn Builder

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Brand Marketing Services

Challenge: Change in business strategy

Solution:

  • Creating/redefining your brand strategy
  • Creating a content strategy based on your brand strategy
  • Continuous content production based on your content strategy

In order to track our progress, we begin by completing a standardized current state analysis of your brand. Drawing from the findings, we define the points of differentiation, brand personality, identity, and value proposition.

Your brand strategy answers the questions why and what. To make sure that the brand strategy is put into action, you’ll also need an actionable content strategy, including practical guidance for reaching your objectives

Challenge: Lack of brand awareness and recognition

Solution:

  • Assessing the extent of the brand awareness/recognition issue
  • Refining your brand strategy based on the assessment
  • Creating a content strategy based on your brand strategy
  • Continuous content production based on your content strategy

To ensure that we can measure success, we begin by assessing the extent of your brand awareness issue with a standardized brand assessment. In our research, we’ll focus on measuring spontaneous recall and top-of-mind percentage.

Based on the findings, we’ll set goals and agree on the metrics with which we’ll track progress. We’ll construct a content strategy to support these objectives.

Challenge: Lack of differentiation

Solution:

  • Defining points of differentiation (research + workshop)
  • Refining brand strategy based on the points of difference
  • Creating a content strategy based on the brand strategy
  • Continuous content production based on the content strategy

We’ll conduct research to distinguish the points of difference that mean the most to your customers. Based on those, we’ll redefine your core messages as well as your value proposition.

We’ll also build a content strategy and a continuous content marketing process to support your newly defined points of difference.


These modules can be bought separately or as a package.

Interested?

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