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B2B marketers facing uncertain economic conditions
should be at the forefront of seeking sustainable and
successful customer acquisition and retention
strategies. At the core of any B2B marketing strategy must be the
concept of strong branding. One of the biggest
challenges organizations face is to
ensure that the brand message is cohesive,
consistent and relevant - and that the brand promise
is constantly delivered. At a recent American Marketing Association (AMA)
panel, moderated by Brand Matters Inc., marketing
leaders representing a wide range of industries,
discussed what it takes to win in B2B branding. One of the opportunities identified, and time and again
reinforced by the panel, was the importance of internal branding.
In particular, to recognize the critical need for everyone
in the organization to speak with one voice. Each employee is an ambassador for the brand, and
must fully understand and reflect the brand values. One of the opportunities identified, and time and again
reinforced by the panel, was the importance of internal
branding. In particular, to recognize the critical need
for everyone in the organization to speak with one
voice. Each employee is an ambassador for the brand, and
must fully understand and reflect the brand values. Bob Lamons, in his book, The Case
for
B2B Branding,
reflects on this... "...one of the key differences between consumer products branding and B2B branding is the "people" factor. Value-added technical services, complex delivery and installation procedures, operator training and other people-oriented factors are much more important in business-to-business situations...you've got to get employees and other stakeholders to support the brand promise if you're going to have any chance of success.". Given that every point of contact is an opportunity to
reinforce brand values, there is similarly ample
opportunity for damage to the brand. It is vital to
ensure that all employees are on-message and are
equipped with all the right brand information, including
the brand standards which must be adhered to (e.g.,
logos, tag lines, voice of brand, colour schemes etc). Not unsurprisingly, B2B case studies hone in on
examples of staff failing in this regard. For example,
the employee working in a location away from Head
Office who didn't like the corporate logo or tag line and
simply designed his own, which he used on all his
official company communications. Or the sales force working several provinces away
from corporate headquarters who, it was discovered,
had designed their own individual sales websites.
They were communicating a myriad of brand values
and differing brand promises that reflected anything
but the corporate communication and brand strategy. The panellists agreed that the sales function can
present a particular challenge. When corporations
don't listen to what the sales teams need for success,
they run the risk that the sales force will develop their
own messages and tools. To ensure the voice of the
sales force is consistent with the brand message, get
them involved in early strategic brand planning. This
not only ensures their familiarity with the brand, it also
takes advantage of their valuable knowledge about
customer needs and perspectives. A positive corporate culture needs to be encouraged
where brand values are constantly reinforced and
employees are encouraged to 'live the brand'. After all,
when price is taken off the table, it really does come
down to levels of trust in your corporation, customer
service delivery and clear, consistent communication
of brand values. The panel discussed some key considerations for
internal branding in relation to B2B success:
When you achieve seamless consistency with your
internal brand from start to finish, you will be on the
road to successful B2B branding and marketing. Follow us on Twitter Brand Matters is now on Twitter. Follow us for more updates. Join our new LinkedIn group We invite you to join Brand Matters' new
LinkedIn Group. Upcoming Events Participate in the Fall 2010 Power of Branding
Conference, Federated Press,
Brand Matters presenting, Toronto, September 21,
2010. Details to be confirmed
shortly.
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