People don’t buy what you do; they buy why you do it. Increasingly, a company’s vision and the impact it wants to have on those it serves is a critical decision driver for B2B customers. Without communicating a compelling underlying purpose, organizations that are large, complex, or undergoing transformation will have a particularly difficult time standing out and winning over their target audiences.
Is the brand that got you where you are today able to take you to the next level of growth? In our ever-evolving world, most companies need to reevaluate their brands at some point – whether because of changing market forces, new target audiences, a fundamental shift in business model, or something else. Whatever the reason, whenever there’s a gap between how you want to be perceived and how your key audiences actually view you, it’s likely time for a rebrand – and research can help.
When marketing a new product or service, it can be tempting to focus on capabilities, features, and other table stakes attributes rather than on what your clients really want to hear: how your offering can benefit them. The result? Generic, undifferentiated messaging that impresses no one. In order to create a brand that stands out, you need to take the time to uncover the unique value proposition that is most meaningful to prospects and that only you can claim.