The concept of being “on-brand” has evolved beyond logos and taglines. Today, branding encompasses a holistic representation of who you are, what your organization stands for, and how you operate. With the U.S. hosting over 585,000 tech companies, a compelling brand is paramount to stand out. If you’re wondering where to begin, consider these approaches to make B2B tech brand development more manageable.
Business to Business = Humans to Humans
B2B transactions are not faceless entities dealing with each other; it’s humans engaging with humans. To effectively market, understand your company’s face and your customer’s face. Without a clear identity, even groundbreaking innovations may struggle to resonate, making you appear less trustworthy. Strong brand identities of competitors, connecting on a human level, may overshadow superior offerings.
This underscores the critical importance of developing your B2B tech brand.
Three Essential Questions for B2B Tech Brand Development
Building a brand identity is a gradual process that involves self-reflection and aligning your brand with your vision. Engage a diverse team to answer three pivotal questions:
1. Who Are We?
Define your desired image: How do you want the world to perceive you?
2. What Do We Look Like?
Evaluate visual elements: Is your logo timeless, memorable, and easy to understand?
Consider tone: Are you direct or casual, boastful, or laid back?
Examine culture: How do you showcase excellence in employee well-being and customer service?
3. What Do We Do?
Clarify your solutions: Define the scope and purpose of your offerings.
Identify uniqueness: What sets you apart from competitors? What passions resonate with others?
4. How Do We Communicate?
Understand your audience: Who are your buyer personas, and are you reaching the right audience?
Ensure consistency: Maintain regular and effective communication. Enforce style guides for brand consistency.
Define talking points: Reinforce key messaging across all materials and communication channels.
Tell Your Brand’s Story
Once you have answers, share your story in a relatable manner that builds a base of loyal consumers. Storytelling need not be verbose; it should convey why people should care about your brand and connect with the humans behind it. If you’re unsure where to start, consider crafting unique statements through a “mad libs” approach.
Our passion for [core value] is at our company’s core. No other [product/service/offering] accomplishes [this] the way we do.
Don’t Stop There!
B2B tech brand development is an ongoing process. Once you’ve established the basics, continue to shape and refine your brand strategy.