With so much market uncertainty, you may feel like you’re powerless against global market forces.  In times like these, there are marketing tasks that we recommend to clients so they still have control over what is happening in their business. Your brand is one of the most overlooked tools in a competitive B2B environment.

Brand Power

Your brand is more than just a logo. It’s your reputation with customers and suppliers, which can help you weather tough times. Proactively sharing your brand as a marketing tactic can have lasting positive effects on your business.

What is a Brand?

The elements of a brand include:

• A symbol (golden arches, swoosh)
• A name (McDonald’s, Nike)
• A promise (Consistency & Convenience, Innovation, Performance & Inspiration for Athletes)

Many B2B businesses get caught up on their name, colors, logo, etc. when the really important element is the promise.  Our client promised ‘no headaches’ and consistently delivered on that promise, building a lasting positive reputation.

Building Your Brand

When sales are slow, it’s a great time to evaluate your brand. Ask yourself:

1. What do customers desperately need from us?
2. Do we deliver that to them?
3. Do we deliver consistently? If not, how can we be more consistent?
4. How do we communicate our history of reliability?
5. How do we communicate our promise to customers and prospects?

Today, our client sales are 90% from direct orders and only 10% from bids. Customers return because they know what to expect.

If you’re ready to take control of your business amidst market uncertainty, start by evaluating and strengthening your brand. Contact us today to learn how we can help you build a solid brand that stands out and drives growth.