The Found Gen

Marketing That Works.

B2B customers

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5 Branding Mistakes to Avoid: Be consistent, clear, and welcoming

A company’s brand identity is what attracts customers and sets it up for success in the marketplace. Branding connects with customers and establishes loyalty.

Brands should be clear, consistent, and welcoming so that people feel a connection with them. It should convey integrity and innovation. That should be the goal anyway, but branding can be a challenge.

When you’re developing your brand, be sure to avoid these mistakes:

Inconsistency

Your brand should be memorable. This is essential to standing out among the competition. Branding should also be consistent so that it continues to be recognizable, so always establish brand guidelines. This should include rules for colors, logos, fonts, imagery, capitalizations, spacing, and other elements. This keeps everything consistent and familiar.

Being Outdated

Anything related to your brand should be kept up-to-date. This can include marketing materials, websites, social media accounts, and more. Keeping everything cohesive and current maintains a strong connection with customers. Neglecting the details might create a negative image for customers that you’re not on top of things.

Misspellings

Spelling and grammar matter. Your brand will likely not be taken seriously if you neglect these important details. Make sure any content that you deliver is consistent with your brand’s message and is clear and well written. Take the time to carefully review anything you put out to your customers.

Not Being Team Focused

All members of your team are ambassadors for your brand. Any public interactions are important in carrying our your brand’s messaging. Train your team on the qualities of the brand, how to maintain a branded presence, and what their role is within the brand. Keep everyone informed of changes or updates to the brand.

Neglecting the Mission

Successful brands have a clear, simple, strong purpose that’s well-defined. Creating strong core principles and a clear mission will keep your purpose in mind at all times, and it gives you a roadmap for connecting with people.

Branding is essential for companies to become recognizable and establish a presence in any market. A lot goes into successful branding, so tread carefully so you don’t make any mistakes.

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How to Reach B2B Customers with Content: You’re still targeting people

Most people see B2B marketing as substantially different than B2C marketing. And while the topics and structure of the content itself is different, the concept and strategy is often pretty similar.

B2B content, like all other content, must be impeccably written and strive to educate or entertain. And, ultimately, you’re still marketing to a person. These tips can help you reach B2B customers with content:

Get Expert Information

Credibility is highly important in B2B marketing, and using expert information is one of the best ways to establish credibility. Cite trade publications and include industry-specific data to back up your points. And, be sure to link back to any original sources.

B2B decision-makers appreciate authority. When you include industry-specific expert information, you’re providing them with the best knowledge that they need to make their important decisions. This also gives you an opportunity to share your ideas and broadens your content’s reach.

Target Customers at Different Stages

B2B customers go through various steps before deciding whether to do business with you, so it’s crucial to target them with content at each stage. This can also expand your content’s reach and helps to increase the return on investment for the content.

In the early stages, customers may not know exactly what they want. That’s the time to establish a need for your product or service by highlighting the problems it solves — the main avenue with which you can succeed with in B2B marketing. At later stages, customers may know that your product exists but may be sifting through all the competition. This is the time to establish the value of what you offer and highlight what makes you different from your competitors.

Use Storytelling

B2B customers like referrals and using real stories from real clients is one of the best ways to incorporate referrals into your content. Case studies and testimonials showcase your product or service in a practical sense. This reassures potential customers that they’re making the right decision. These stories should focus not only on you, but also how the B2B client was able to improve as a result of using your product or service.

If your B2B marketing isn’t working the way it should, drop us a line. We can design a marketing plan for you so that you meet your goals. Get in touch today.