B2B Branding Mistakes
Branding is a key asset to B2B business growth. It is a great tool to implement within your marketing strategy, but branding is also its own mountain to climb. It is key to fostering a human connection with your audience, being easily remembered and accessible, and eventually generating leads. With a stronger brand, you will gain a stronger, more cohesive marketing strategy, which is why you should invest in your brand aside from marketing it.
B2B clients expect high-quality service, as this is what they provide to their clients. They need top-notch solutions so they can fulfill their potential as a business. Your branding will help indicate that you are the leader that meets their needs. It is their first impression of you, and it is your first chance to grab their attention. Businesses that reach out to you for your solutions are also already aware of branding, because they utilize it too. It is pertinent that your brand represents you well and avoids these mistakes so you stand out against your competitors.
Not having/showing your unique value proposition
Your unique value proposition is your indicator of why you are the singular option that can provide for your clients’ needs. What do you provide that nobody else does? What can you offer that sets you apart from the rest? This differentiator should be showcased in your mission statement, in the first headline on your website, pictures you use, in your CTAs, and can even trickle down to representative visuals.
To uncover this, look at your core values. What are the 2-3 traits you value above all else within your services? This is part of your UVP, but values can also be used to set your branding apart.
From your core values, ask yourself how these interact with your services. How does this shape what you do? What sets apart your interactions with your clients?
This may also be something you can ask your clients about. Ask them what made them choose you over other providers in your industry, or what have you uniquely provided to them that they could not find anywhere else.
At the end of the day, if you are merely branding just your service, your audience can get that service from an array of businesses. What will make them choose you is your business, and what they get from working with you besides the service they need. This needs to be at the core of your branding so you stand out.
Lacking an emotional connection
Emotional connections are what separates humanity from simply materials. Since your business is run by humans (you!) you should ensure that your human connection shines through. People want to do business with people, because that connection ensures that they are cared for and listened to. Plus, you have that qualitative eye that machines do not have.
Emotional intelligence also plays into this, and something that businesses are valuing more and more. The skills that a high EQ provides are essential in efficient and effective communication, empathy, problem-solving, and acute decision making. Your clients want to know that working with you will be a positive, seamless experience, and having/showcasing a high EQ is essential in showing that you can provide this.
Businesses understand the importance of interpersonal relationships, as they are also businesses that want to attract and retain clients. You need to show them the same EQ that they provide to their clients. You can do this through the language on your website, showcasing your values as you do so. Additionally, choose color schemes and visuals that are pleasing and invoke emotions associated with certain traits, part of color theory. This even trickles down to the font you use.
Inconsistent branding
Inconsistent branding is not only not pleasant to the eye, but sends out a message that you are not staying up to date. Your branding should be the same across all social media platforms, visuals, and written materials. This is why having a set brand voice, brand visuals, and mission statement is important. They provide guidelines for ensuring this consistency.
For example, your business’s Instagram and LinkedIn should have the same profile, similar language promoting similar things in your bio, consistent messaging in captions, and colors/visual designs that compliment each other. My branding test is asking if I could tell what company owned a social media page without seeing their name attached to it.
Consistent, updated branding shows your clients that you care about staying updated, have a strong and solid foundation, and shows attention to detail. This will also set you apart from others who are not strongly branded, and boost your SEO.
Avoid these B2B branding mistakes to stand out as more than just a name on a screen. Investing in yourself is investing in your company’s future.
Enthuse Creative Can Help
Enthuse Creative can help your business develop the right messaging for your brand or marketing communications content. Reach out to us today for a free consultation.
