B2B Brand Development and Alignment Process
To begin with, we provide a step-by-step workshop called a Marketing Growth Initiative, to help our customers identify and focus their “business value connector”, your strongest offer.
The offer is what our client should be saying to make their product and service different and better than their competitors. This workshop process gets our customer’s team all on the same page and provides a real motivator.
Following that, the next element is an emotional connector development process to help your brand make your customer feel something.
To quote the Harvard Business Review article: The new science of consumer emotions.
“When companies connect with customers’ emotions, the payoff can be huge.”
Customers are emotionally connected with a brand when it aligns with their motivations, beliefs, interests and aspirations. Many emotional motivators drive behavior, including desires to “stand out from the crowd,” “have confidence in the future,” and “do business with a company with shared values.”
Defining both your business connector and emotional connector, gives you powerful tools to differentiate your brand.
This methodology puts the focus on both what you do and why you do it.
While marketing lets potential customers know what you can offer them, branding gives them a reason to specifically choose your business over others that may offer the same basic products or services.
Once we have built our customer’s brand language and image, we go about the business of educating their target audience. We build and execute a plan increase visibility, engagement, and drive results that improve business growth for our customers.