7 steps for_building_powerful_b2_b_brands

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


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


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


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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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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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


Credit: Ski Branding, Jenny Smith-Skwierawski

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Purchase decision drivers:

• Functional benefits• Emotional benefits

Source: Building Strong Brands, David A. Aaker, 1996

Brandidentity

Brandarchetype

Valueproposition

BrandPositioning


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• 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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Solution:• Brand audit

– Quantitative benchmark study– Internal brand audit– Competitive assessment

• New brand position & marketing communications plan


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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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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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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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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: [email protected] Website: www.quadcreative.com/

Personal Blog: http://brandmc2.com/ Twitter: https://twitter.com/#!/BrandMC2

Direct line: (414) 566-7053


mailto:[email protected]

http://www.quadcreative.com/

http://brandmc2.com/

https://twitter.com/

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