In the B2B landscape, data dominates and, arguably, makes marketers less creative and interesting.
Decisions are heavily (overly?) influenced by KPIs and metrics. The numbers don’t lie, right?
But here’s something exciting (at least to me): B2B companies are starting to rediscover the value of brand and branding.
In a noisy, ultra-competitive landscape, it is critical to stand out from the crowd.
A brand has to be differentiated, compelling, memorable, and interesting.
Otherwise, you’re just another company battling for attention, even if your product is amazing.
Karen O’Mahoney says many B2B companies are starting to focus on the fundamentals and what really makes them different.
They’re focusing on how they want customers, prospects, and employees to see the brand and what it offers.
Karen, CEO of Brandlucent, says developing a brand strategy is not a one-and-done exercise. It’s about making sure that a brand evolves and changes as a company grows, pursues new opportunities and markets.
Your brand should be your “North Star” that propels your company forward and allows you to boldly and distinctly stand out from the crowd.