brand messaging

brand messaging

Johannes Hoech shares a post that identifies five key components of a strong marketing message.

Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point of view that highlights your advantages, but without degenerating into a sales pitch.

Prospects typically start their “customer journey” by browsing the web for answers to their problems want to be informed and persuaded, and in control of when and how they are being approached. Rarely do they want to be sold to the right off the bat? For example, when’s the last time you clicked on a LinkedIn ad in your feed or accepted an invite from a pop-up chat window?

Considering those challenges, how effective is your marketing message? Creating a marketing message that differentiates your company’s product and services is one of the hardest things you will have to do. But formulating a highly differentiated message is essential in beating your competition, successfully swaying analysts and influencers, and making your online presence more compelling. When done well, highly differentiated messaging will drive demand and increase your market share.

In this blog post, we’ll go over five key things your B2B cloud software startup should consider when creating a message that will be compelling enough to be effective.

Knowing What Your Company Stands For

Shared values build relationships and are the power behind purposeful action. Of the consumers surveyed by Harvard Business Review, 64% cited shared values as the primary reason to have a relationship with a company. This applies as much to B2B as it does to B2C and is the very essence of a strong brand. Before you even start creating your message, you need to know what your company stands for. Why? Because those values will reflect in your voice, your visuals, and your interaction with customers.

Key points include:

  • Listen to Your Sales Team as if They Are Your Customer
  • Search Your CRM Tool for Purchase Patterns
  • Answer the “So What?”

Read the full article, 5 Things to Consider When Creating Killer Marketing Messaging, on MarqetU.com.

 

Susan Meier shares an always-relevant post on storytelling that explains why brevity, honesty, and making it memorable are key components of a good story well told. 

There’s a passage from the childhood classic One Fish Two Fish, Red Fish Blue Fish that I personally consider to be the best story ever told:

‘My hat is old, my teeth are gold.

I have a bird I like to hold.

My shoe is off, my foot is cold.

My shoe is off, my foot is cold.

I have a bird I like to hold.

My hat is old, my teeth are gold.

And now my story is all told.’

Good storytelling is a powerful thing. People don’t engage with products or data; they engage with stories. In the world of business, one of the best skills you can cultivate is how to tell a story well.

Here are 3 things that made Dr. Seuss such a captivating storyteller that you can add to your toolbox tomorrow:

 

Key tips include:

  • Choosing five key points
  • Finding the truth in the story
  • How to use repetition

 

Read the full article, 3 Reasons Dr Seuss Was A Genius Storyteller (And How You Can Be Too), on ChangeCreator.com.

 

Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.

 

B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology and tech-enabled markets, this big idea can be pretty grand (think IBM’s Smarter Planet). For the organization as a whole, this big idea helps to bring different pieces of the company together behind a common purpose and perspective.

 

Read the full article, Bridging the Gap between Corporate Marketing and Product Marketing, on the Brand Experienced Group website.