As social media makes the B2B technology marketplace busier, noisier and more crowded, the ability to stand out has never been more crucial — or more valuable.
But with so many vendors offering solutions to similar business problems, how can B2B technology companies create a brand that’s really distinct?
That’s the question being discussed by some of the UK’s top technology marketers in the second instalment of Technology Marketing in Mind, the video series that explores solutions to the key challenges facing the industry today.
The two videos are available to watch now, but here’s a quick peek at what each one has in store:
1. The Core Values of a Captivating Tech Brand
Every B2B technology brand wants to be thought of as reliable, flexible and responsive. But as Claranet’s Richard Moore explains, this creates a problem in terms of differentiation: if everyone strives to be seen as reliable, reliability won’t help you stand out from the crowd. He argues that companies must focus on developing brand values that aren’t merely rational, but are aspirational and emotionally resonant – and that can be a rallying point for the organisation as a whole.
So, can you simply research the values the market most desires, and claim them to be your own? Not according to IBM’s Pete Jakob, who shares what he believes to be the foundation of any successful brand communication:
- Truth
- Honesty
- Authenticity
- Respect
As he succinctly puts it, ‘You can’t game branding’.
This is a sentiment echoed by Progress Software’s Andrew Barraclough, as he highlights the phenomenon of smaller brands attempting to mimic the language of larger ones.
Barraclough argues that if smaller organisations and start-ups can learn to be true to their own voices (as Jakob claims is essential) and cultivate a more individual, niche appeal (as Moore suggests they must), there are incredible opportunities waiting to be seized over the coming months.
2. Building Brand Mindshare in a Busy Marketplace
You’ve looked into your brand’s soul and identified the real values that make it engaging, exciting and unique. The next challenge is to communicate those values in an increasingly busy marketplace.
CompTIA’s Lisa Archer identifies the power of sparking interest and conversations on Twitter, encouraging others to share your brand’s message (and values) on your behalf. While social media has made brands more accountable, it’s also levelled the playing field when it comes to raising brand awareness – having limitless imagination is now just as important as having a limitless budget.
Some traditional channels, however, remain vital. Silver Lining Solutions’ Mike Havard asserts the continuing power of industry analysts to help you get your brand inside the minds (and long term spending plans) of CIOs.
For the most established brands, the challenges associated with mindshare can be quite different. As Celine Naude admits, Microsoft has already completed much of the hard work of fixing its brand in the collective consciousness. She offers advice instead on managing the mindshare balance between an overarching, company brand, and the brands of its most memorable products.
Click here to watch the videos — then let us know what you think. Are there crucial points you feel have been overlooked? How is your organisation planning to approach brand development in 2012?
Author: Vanessa Cheal, Marketing Options International
