Branding matters
There are often doubts about the need for branding and whether it makes sense to invest in this discipline. Here are some reflections.
1. “Our brand is what it is…”
YES, but a positive, meaningful brand is not a given – A brand is the result of deliberate control to achieve desired perceptions of an organization.
Brand = Perceptions, which are built through messaging and interactions
45% of brand perception can be attributed to what a company says and how it says it
Customers judge your brand when they read an online review or an article, or hear about a colleague’s experience…
Customers’ combined interactions with your business or product contribute to their brand perception
2. Employer Branding
“Managing your employer brand is certainly important in a tight labor market, but the truth is, it must be proactively managed and influenced at all times…
According to Glassdoor, 92% of employees would consider changing jobs with no salary increase if the opportunity was with a company that had an excellent reputation.”
David Windley
Forbes
3. “Taking part at selected Trade Show works fine for us…”
That may well be the case, but brand communication with the marketplace can and should be ongoing, which is easy today with all the digital possibilities that exist.
EARLIER
- Companies find customers
- Mostly mass, outbound marketing, such as ads and trade shows
TODAY
- Customers find companies
- Mostly inbound marketing, such as search and websites with targeted outbound
Why not go for TRUE digital marketing, or as we call it, 24/7 Communications?
4. “Sales begin when the salesperson meets the potential customer”
You probably recognize the ad to the right. It is the well-known “Man in the Chair” ad that the publishing organization McGraw-Hill, ran in their magazines in the late 1950s. The questions are still relevant, although there are many new communications channels at hand these days.
An exaggeration maybe, but it highlights a company’s need for better marketing to pave the way for successful sales.
The message addresses both brand and product portfolio aspects, as well as the fact that a cold call is time consuming and seldom productive.
5. “But we get all RFQs”
Great! But you need to make the sale before the RFQ comes out – it’s very hard to win a contract as a newcomer.
Make sure you are known and that they trust you and your overall offer.
Relationships matter and building them is of paramount importance, so that you are not tendering as strangers.
With close contact, you can find out what is important and tailor your offer.
6. Brand Communication 24/7
Since only some 5% of potential buyers are in the market at any given moment it’s difficult to get the timing right with traditional campaigns. It is better to be seen and heard 24/7 and ensure being top of mind when the buyer wants to get in touch. Sales Enablement becomes paramount too, since your sales staff must be well prepared when it’s time to meet the buyer.
So, what do we suggest?
Ask yourself about your branding efforts: Thorough, internal first, based on your vision, mission, values and strategy? Do you have a clear brand platform? Have you analyzed effects of external branding efforts? Are your branding initiatives continuous and across all disciplines?