Why clear positioning is crucial for B2B brands - and often lacking
The uniqueness thing often doesn't work with B2B brands _
When brands try to define themselves solely by what they do or how they do something, this often falls short of the mark.the solution for more uniqueness and thus more uniqueness lies in the "why" of the brand.
Why does a company do something? What is it fighting for? What does it want to change?
The trick is to work out this "why" and get to the heart of it in the form of an inspiring idea. On this basis, a modular and lively B-to-B brand communication can then be developed in both digital and traditional formats. The solution is hidden somewhere in your organization - it just needs to be found.
Our
expertise _
And if these questions are not answered? Then a company quickly drifts into two different worlds. One is the external world, where promises are made that are attractive and useful. On the other hand, there is the internal reality, which has little in common with all the promises. A lack of authenticity and credibility is then the long-term consequence and devastating for any brand. That doesn't actually sound that difficult. So why are there still so many examples of meaningless communication? Companies often don't take enough time with brand management projects. They think too quickly about what sets us apart from the competition, they talk too quickly about customer needs and they think too quickly about communication, an optimized customer journey and sophisticated touchpoints.
There is a big difference between managing your brand on the basis of an overarching idea that gives every topic that the brand addresses an attitude. Or whether you simply try to define yourself as a company with isolated brand values. In the second case, you simply give the brand's activities a certain tonality. This then threatens to become generic very quickly. Are you open to new perspectives on your brand?
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Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
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Moritz Blank
0711 72847-30
m.blank@diegruppe.de
LinkedIn