Posts Tagged ‘B2B brand’

Actively Monitor Your Brand on Social Networks

April 8, 2009

As social networks expand and become more influential it is critical to regularly monitor discussions related to your brand. Some of these discussions you will want to actively engage in while others you will just want to read from afar.

So how do you get started and how long will it take? Hubspot offers great advice on How to monitor your social media presence in 10 minutes a day.

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What Ingredients Make Up a B2B Brand?

March 18, 2009

For those of you out there thinking about brand strategy, what are you focusing on? If it’s logo design, naming, colors and fonts… I would counter with an opinion that those thoughts are necessary but not sufficient.

Why? Because a brand is so much more than those basic elements. In a B2B technology company a brand is being formed with every encounter your customer has with your company – in any shape or form. Your brand is the sum of all the information communicated about your company, your products, your services and your people.

I’ve started a list of “ingredients” that contribute to the brand in your B2B company. This list is not exhaustive and I invite you to comment on this post with additional ideas you would like to see added to the list.

ingredients

The B2B Brand Ingredients:

  • the way your receptionist greets people as they walk in the door
  • your phone system. How easy or difficult is it to reach a human being? 
  • the interactions of your sales team, whether they are by phone or in person 
  • your pre-sales engineers (I once worked for a start-up where we discovered that pre-sales engagement and the initial professional services team had a direct and strong correlation to long term customer satisfaction)
  • your website
  • your PR people and the way they treat key (and not so key) journalists
  • the ease of parking at your offices
  • the cleanliness of your bathrooms (I’m not joking)
  • the reading material in your lobby
  • your ads, whether they are in print, on radio, online.  They all contribute to your brand.
  • your tech support personnel – their proficiency and their attitude
  • your naming architecture
  • tradeshow booths (and the people who staff them)
  • job descriptions, ads on career boards and the process your prospective employees go through when interviewing with your company
  • profiles on LinkedIn (both company-level and employee-level) and other social networks
  • your invoicing system and accounts receivable personnel
  • your purchasing agents and supply chain teams
  • and certainly not least in importance – your CEO and other key figureheads

The take-away from this post is to remember that every interaction your company has with customers contributes to the meaning of your brand. Every communication contributes to it too. Publishing a brand style guide is absolutely critical. I wouldn’t run a marketing organization without one. But while you’re thinking about that, also be thinking about all the other ingredients that help make up your brand!

Image: Scott Liddell