With the consumerization of customer experience transcending traditional boundaries based on who is buying from whom, the attention paid to B2B branding has become increasingly important—and possibly equal to B2C branding efforts. That puts a little life into things for us B2B marketers, right?
Yes… but… branding is so much more than just logos, taglines, and the right PMS colors; it also must involve the process of letting prospects know what your company and products are all about and how they are different—and better—from the competition. Entrepreneur magazine so succinctly states, “Your brand is derived from who you are, who you want to be and who people perceive you to be.”
Just a thought: This notion is not limited to megabrands like Coca-Cola and Airbnb but is oh-so applicable to every brand out there, including yours. And what we know for sure is that without a proactive public relations effort, a brand doesn’t stand particularly well alone.
The good news is branding and public relations work so well together within an overall marketing strategy to gain visibility and positive recognition, it can’t help but benefit sales and revenue. (Another marriage that makes everyone happy.)
Now we know from experience a PR program can be successful without solid branding (although it certainly does help), but branding (and all the money spent to get there) can wither without a concerted outreach into your target markets. Crickets. Not a good sound. Well, not a sound at all, actually.
So, here is another thought: If you feel your branding is lacking on its own and could use a boost from more visibility and a little welcomed noise in your marketplace, give us a call. We can help. We just love a happy ending.