Post on 11-May-2015
Seven Steps for Building Powerful B2B Brands
By Jay Olson, Senior Brand & Marketing Strategist, Quad/Graphics Creative Solutions
January 26, 2012
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Table of Contents
Slides:• What is a brand?
3-5• Why branding is important in B2B markets 6-9• Examples of successful B2B brands 10-
12• Seven steps for building powerful B2B brands 13-28• Case studies
29-38• About the author
39-40
Seven Steps for Building Powerful B2B Brands, January 26, 2012
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What is a Brand?• A promise
• A totality of perceptions
• A shorthand for making good choices
• A business tool for increasing the value of your business
Seven Steps for Building Powerful B2B Brands, January 26, 2012
Sources: B2B Brand Management by Philip Kotler, 2006; The Brand Gap,by Marty Neumeier, 2006
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What is Brand Equity?
Benefits:• Increased profitability• Reduced vulnerability• Premium price• New product acceptance
Seven Steps for Building Powerful B2B Brands, January 26, 2012
BrandEquity
Awareness
Image
Preference
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Common Myths
• Branding is not important in B2B markets• B2B purchases are based on cold logic• Emotive appeals are unimportant in B2B markets
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Why is Branding Important in B2B Markets?
• Incremental price premium• Strong strategic competitive advantage• Produces true economic value• Emotive propositions resonate with decision makers• Business people buy the brands they trust• Branding is arguably even more important in B2B!
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Noise
We help customers solve their metal challenges worldwide.
We work with you to define your needs and improve your products.
Unique in the diversity of the casting and metalworking process.
A partner for innovative thinking, real value and reliable results.
Expansive technical knowledge backed by a proven commitment to customer satisfaction.
We deliver high quality parts, on schedule and at a good value.
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Why Branding in B2B Markets?
• Today’s B2B customers may articulate their need for ROI, lower price & higher product performance. But, what do they really want? – To avoid doing business with an Enron– To do business with people they trust– To buy from a leader
• You never get fired for buying IBM
Source: “It’s a Fact: Strong Brands Drive B2B Markets,” by Kevin Randall, Brandchannel, 4/14/2006
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Why Branding Should Be Important to You?
If you are the President/CEO• Puts the face on your vision & business strategy• Builds long-term profitability & asset value
If you are in Marketing or Sales• Creates the foundation for everything• Winning the battle for your buyer’s attention
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Successful B2B BrandsSeven Steps for Building Powerful B2B Brands, January 26, 2012
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Most Valuable Global Brands
Source: Interbrand
Seven Steps for Building Powerful B2B Brands, January 26, 2012
Rank Brand Country Sector Brand value ($b)1 Coca Cola U.S. Beverages 71.92 IBM U.S. Business services 69.93 Microsoft U.S. Computer software 59.14 Google U.S. Internet services 55.35 GE U.S. Diversified 42.86 McDonald's U.S. Restaurants 35.67 Intel U.S. Electronics 35.28 Apple Finland Electronics 33.59 Disney U.S. Media 29.0
10 Hewlett-Packard U.S. Electronics 28.5
BEST GLOBAL BRANDS 2011
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A Successful Small Company B2B Brand
Acme Brick
• 84% brand preference
• An extra ten cents on the dollar
• A 13-fold return on marketing
Source: Marketing News
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Seven Steps for Building Powerful B2B Brands
1. Make the case for change2. Vision & leadership3. Analyze the gap4. Position your brand5. Create the magic6. Build with flawless execution7. Measure your success
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#1 – Make the Case for Change
Business case:
• Need & benefits• Scope & impact on corporate resources• Downside
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Typical Reasons for Rebranding
Rapid business growth Outdated or inconsistent brand image Changing economic conditions Acquisitions/mergers Changes in leadership New products/services/markets/channels Preparing to go public, spin off or be sold
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#2 – Vision & Leadership
• Articulate your vision• Communicate it to your employees with clarity
& understanding• Empower your employees to deliver differentiating
& compelling customer experiences• Rally the troops
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#2 – Vision & Leadership
CEO is a highly visible brand cheerleader CEO understands the benefits The organization is focused on building a single, global
corporate brand Marketing ROI is rigorously measured Company websites are seamlessly integrated to present a
consistent face
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#3 – Analyze the Gap
Customer analysis Competitive analysis Self-analysisMotivation Messaging Existing brand image
Usage Positioning Brand heritageUnmet needs Strengths Strengths/capabilities
Decision priorities Strategies Organizational valuesBrand associations Vulnerabilities
BRAND AUDIT
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#4 – Position Your Brand
Brandidentity
Brandarchetype
Valueproposition
BrandPositioning
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#4 – Position Your Brand
Product attributesQuality/valueUsers/usesCore valuesBrand personalityRelationshipsVisual imagery/metaphorsBrand heritage
Source: Building Strong Brands, David A. Aaker, 1996
Brandidentity
Brandarchetype
Valueproposition
BrandPositioning
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#4 – Position Your Brand
12 archetypes hardwired in our brains at the collective unconscious level
Source: Hero & the Outlaw, by Margaret Mark & Carol S. Pearson, 1976
Brandidentity
Brandarchetype
Valueproposition
BrandPositioning
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Change
Stability
Community Individuality
CAREGIVERNurturing,
CaringRULERPower,
Authority
CREATORInnovative,
Creative
EXPLORERAdventure, Exploration
SAGE/MENTORIntellectual,
Curiosity
INNOCENTPurity, Renewal
MAGICIANTransformation,
Self-Improvement
HEROCourage,
Determination
OUTLAWRebel,
Flaunt Convention
JESTERFun,
Spontaneity
REGULAR GUY/GALLoyalty,
Dependability
LOVERAttraction, Sensuality
Motivations
Seven Steps for Building Powerful B2B Brands, January 26, 2012
Credit: Ski Branding, Jenny Smith-Skwierawski
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#4 – Position Your Brand
Purchase decision drivers:
• Functional benefits• Emotional benefits
Source: Building Strong Brands, David A. Aaker, 1996
Brandidentity
Brandarchetype
Valueproposition
BrandPositioning
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#4 – Position Your Brand
• Primary brand archetype
• Subset of your brand identity & value proposition*
• Target audience & key points of differentiation*
* Source: Building Strong Brands, David A. Aaker, 1996
Brandidentity
Brandarchetype
Valueproposition
BrandPositioning
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#5 – Create the Magic
• Creates the overall look & feel, tone & manner• Logo, brand identity, color palette & tagline development• Conceptual development of your new web presence/ sales
literature/other marketing materials
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#6 – Build with Flawless Execution
The real challenge:
• Winning the battle for attention• Making it through the WIIFM filter
Source: “The New B2B Marketing Manifesto,” Velocity
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#6 – Build with Flawless Execution
Overcoming the six second factor:
• Title – Does it stop your busy target reader? • Subtitle – Does it promise something of interest?• Design – Is it a quick read?• Landing page – Does it communicate a resonating value
proposition & substantiate your claims
Source: “The New B2B Marketing Manifesto,” Velocity
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#7 – Measure Your Success
Key performance indicators:
• Premium price• Customer franchise• Rate of new product acceptance• Net-advocate score
Source: Measure what matters, Laura Patterson, VisionEdge Marketing, 2004
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CASE STUDIES
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Quad/Graphics Special Interest Publications Group
Company & situation overview:
• New market• New sales force & dedicated mgt. team• Need for baseline to measure awareness & perceptions
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Quad/Graphics Special Interest Publications Group
Solution:• Brand audit
– Quantitative benchmark study– Internal brand audit– Competitive assessment
• New brand position & marketing communications plan
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Quad/Graphics Special Interest Publications Group
Brand archetype: Caretaker
Brand essence: Do what you do best
Brand position: QuadSIP resets the standards for the industry in print quality & customer care, and enables special interest publishers to do more by freeing their time to focus on their core competencies.
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Quad/Graphics Special Interest Publications Group
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Quad/Graphics Special Interest Publications Group
Results:
• Awareness more than doubled within the 1st year • Perceived as the top brand in printing for quality & innovation• 100+ new customers within the 1st year of operation
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International Design Guild
Company & situation overview:
• Alliance of 100 high-end floor covering showrooms• Products sold to interior designers & luxury consumers • Looking to broaden its niche• Lack of buy in & sell through
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International Design Guild
Solution:
• Brand audit– In-depth interviews– Internal brand audit
• Updated brand positionings & brand-building strategy• New website and marketing materials
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Dabbieri Signature Collection
• Brand archetype: Creator• Brand essence: Envision the possibilities• Brand position: The industry’s largest
selection of designer-driven, high-quality flooring products, so interior designers & luxury consumers can create their own unique vision of style, elegance & sophistication.
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International Design Guild
Results:
• Product lines were successfully broadened & adopted by showroom owners
• Showroom traffic & sales increased• Membership continued to climb
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About the Author
Jay OlsonSenior Brand & marketing strategistQuad/Graphics Creative Solutions
Career background:• Phoenix Marketing Group (Principal) • C.A. Muer Corp. (Director of Marketing)• Marcus Restaurants (VP of Marketing)• Ralston Purina Company
(Director of Marketing, Restaurant Division)
San Jose State University
Michigan State (honorary faculty member)
DMA (DM & interactive mktg. certification)
Presenter at AMA and other leading organizations on the following topics: brand development, marketing research, integrated marketing communications, B2B marketing and online marketing.
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Contact Information
Jay OlsonSenior Brand & Marketing Strategist
Quad/Graphics Creative Solutions
Email: jay.olson@quadcreative.comCompany Website: www.quadcreative.com/
Personal Blog: http://brandmc2.com/ Twitter: https://twitter.com/#!/BrandMC2
Direct line: (414) 566-7053
Seven Steps for Building Powerful B2B Brands, January 26, 2012