A three-part series about B2B brand management – highlighting the symptoms, causes and cures for a broken brand.
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Don't Name That! Whatever You Do, Please Don't Name That! Companies name too many things. Customers are confused. Sales teams are confused. Product names intended to create clarity and deepen connections end up doing exactly the opposite.
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The scales of cross-selling are tilted in your favor. Your best B2B customers want to grow their relationship with you. BUT this only works when your customers see an expanded relationship as a logical evolution with a brand they know and trust.
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The industrial services portfolio often expands and evolves with the needs of its clients. While a great model for growth and customer-centricity, success can give rise to a specific set of challenges as the market itself evolves or as the company expands into new categories or geographies. Before long, what the company does has evolved well beyond the original About Us page - and employees or customers in different parts of the company can have vastly different perceptions about the company’s core promise.
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Your brand is built on relationships with customers and prospects; it’s built on the emotional connections you’ve been able to make over the years; it’s built by nuance, authenticity and a range other qualitative factors. Big data can help you find correlations and behavioral trends - but big data does a better job of telling what happens than it does of telling you why. And why is at the heart of your brand.
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