GTM – Building a Brand Strategy is one Thing, Measuring it is Another

In the world of B2B marketing, building a strong brand is crucial for success. According to a survey by Edelman, 64% of B2B buyers said they wouldn’t purchase from a vendor if they didn’t trust their brand. A strong brand can differentiate your company from competitors, establish credibility and trust with customers, and ultimately drive revenue growth.

To create and track a B2B brand, there are several best practices to follow. First, it’s important to define your brand. A clear description of your target audience, unique value proposition, and positioning in the marketplace are essential. In fact, companies with a strong brand identity are 20% more successful than those without, according to a study by Lucidpress.

Conduct market research

Once you have a clear understanding of your brand, it’s important to test it against your target market. Conducting market research can help you identify customer needs, preferences, and pain points. This information can then be used to refine your brand message and better position your company in the marketplace. In a survey by Bain & Company, 80% of B2B executives said they believed customer experience was the most important factor in differentiating their brand.

Develop a brand strategy

Your brand strategy should outline how you plan to communicate your brand to your target audience. This should include a messaging framework, brand guidelines, and a content strategy. According to a report by the Content Marketing Institute, 89% of B2B marketers said they use content marketing to build brand awareness. Your brand strategy should also be aligned with your overall marketing strategy and business objectives.

Create a consistent visual identity

Your visual identity, including your logo, color palette, typography, and imagery, should be consistent across all channels and touchpoints. This will help build brand recognition and increase brand recall among your target audience. In fact, consistent brand presentation across all platforms increases revenue by up to 23%, according to Lucidpress.

Invest in content marketing

Content marketing can be an effective way to build your brand and establish thought leadership in your industry. Investing in content marketing can be an effective way to build your brand and establish thought leadership in your industry. In fact, B2B companies that blog generate 67% more leads per month than those that don’t, according to a study by HubSpot. can include creating blog posts, whitepapers, videos, and other types of content that provide value to your target audience.

Measure brand awareness and perception

Tracking brand awareness and perception can help you understand how well your brand is resonating with your target audience. This can be done through surveys, focus groups, social listening, and other methods. A survey by Demand Metric found that brands that are consistently presented are 3 to 4 times more likely to experience brand visibility than those that aren’t. Use these insights to refine your brand strategy and messaging over time.

Continuously evolve your brand

A strong B2B brand is not built overnight. It requires ongoing investment and attention. Continuously track your brand’s performance and adjust your strategy as needed. This may include updating your visual identity, refining your messaging, or adjusting your content strategy.

Creating and tracking a B2B brand is a complex process that requires a strategic approach. By defining your brand, conducting market research, developing a brand strategy, creating a consistent visual identity, investing in content marketing, measuring brand awareness and perception, and continuously evolving your brand, you can build a strong B2B brand that drives business growth. By following these best practices, you can build a strong B2B brand that drives business growth.

Scott Clinton
Author: Scott Clinton

Scott has 20 years of industry executive leadership experience leading Developer, Software-defined infrastructure, Big Data, Hadoop, Security and Hybrid-cloud product portfolios for some of the industry’s leading global technology providers including EMC, Hortonworks/Cloudera, MobileIron, Red Hat, Qualys, VMWare, and Sun. Educated in Silicon Valley, Scott holds Bachelors of Computer Systems Design and International Business degrees.

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