Thursday
Mar152012
Why bland brand thinking needs a refresh
Thursday, March 15, 2012 at 3:17PM | by Andrew Chaplin
When it comes to brand-building, most of us instinctively look towards the ‘superbrands’ to see what we can learn from them. But are we looking in the wrong place?
The superbrands excel at using their exceptional levels of awareness and loyalty – advantages that the majority of B2B tech businesses can’t take for granted. But in trying to emulate them, all too often mid-size B2B brands end up focusing on the generic and the bland. Values such as reliability and flexibility are important, but today they’re ultimately hygiene factors: would you really expect any tech company not to proclaim its products or solutions are reliable?
So to achieve that all important stand-out, a richer source of inspiration could be the world of the start-up. Start-ups are almost by definition energetic and passionate. They’re clear about what they do and why it matters, and they express themselves creatively.
But most importantly of all, the start-up brands that succeed are those that are honest and real – in terms of the way they capture and reflect what customers experience when dealing with them. This is essential in today’s multichannel world, where businesses no longer have full control of their brand. If there’s a gap between what you say and what you do, it will be quickly exposed by customers, most obviously via social media channels.
The challenge for those responsible for the mid-size B2B tech brand, therefore, is to capture what your people are passionate about – because that ultimately will be what makes you unique. And if your people are passionate about being reliable… well, take a look at Volkswagen.
For more insights into how to build brand mindshare in a busy marketplace, visit the Mindshare Cafe, the online home of Technology Marketing In Mind, a unique peer-to-peer information-sharing programme offering real-life opinions, insight and advice from some of the most experienced B2B technology marketers in the UK.
The superbrands excel at using their exceptional levels of awareness and loyalty – advantages that the majority of B2B tech businesses can’t take for granted. But in trying to emulate them, all too often mid-size B2B brands end up focusing on the generic and the bland. Values such as reliability and flexibility are important, but today they’re ultimately hygiene factors: would you really expect any tech company not to proclaim its products or solutions are reliable?
So to achieve that all important stand-out, a richer source of inspiration could be the world of the start-up. Start-ups are almost by definition energetic and passionate. They’re clear about what they do and why it matters, and they express themselves creatively.
But most importantly of all, the start-up brands that succeed are those that are honest and real – in terms of the way they capture and reflect what customers experience when dealing with them. This is essential in today’s multichannel world, where businesses no longer have full control of their brand. If there’s a gap between what you say and what you do, it will be quickly exposed by customers, most obviously via social media channels.
The challenge for those responsible for the mid-size B2B tech brand, therefore, is to capture what your people are passionate about – because that ultimately will be what makes you unique. And if your people are passionate about being reliable… well, take a look at Volkswagen.
For more insights into how to build brand mindshare in a busy marketplace, visit the Mindshare Cafe, the online home of Technology Marketing In Mind, a unique peer-to-peer information-sharing programme offering real-life opinions, insight and advice from some of the most experienced B2B technology marketers in the UK.
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