Branding Strategies in Marketing

In today's fast-paced business world, one thing is clear: the landscape of B2B sales is evolving. No longer can businesses rely on marketing exclusively to a single decision-maker within an organization. The traditional approach of crafting messages directed at an idealized 'ideal customer' is giving way to a more complex reality—marketing to buying groups.

Large buying groups, often comprising multiple stakeholders with diverse needs and perspectives, have become a common feature in B2B transa…

Brand messaging is the art of using the right words to communicate to your target audience the value that you provide. When done correctly, it’s the foundation of Category Design where instead of positioning yourself to directly compete with your competitors, you create a new category, so the market perceives you as the only and best solution for their problem.

A client came to us who was struggling to raise funds. They had a steady stream of revenue, but it barely sustained their current level, …

Organizations that can’t get ahead with their marketing have plateaued—nothing seems to work, even though they feel they have tried everything. They are in a spot where they need to better leverage marketing to grow or scale their business sooner rather than later. But when my conversation with them turns to their marketing strategies, the responses often get pretty vague:

• We consistently post on LinkedIn and send emails weekly.

• Yes, we’re going to do some LinkedIn and Google ads. (as if it’s a la…

In a world full of choices and ever-changing trends, some things manage to stand the test of time. We can think of a few brands that have been around for generations and are still going strong today. These are what we call legacy brands. But what exactly is a legacy brand? And why should you aspire to build one?

When you’re in business, you know that building is hard—and it's even harder to build a brand that will last for generations. But if you're up for the challenge, it can be done.

What E…

You have probably heard about conversational strategies before but do you really know what they are? After all, there are many ways to communicate with your customers, but not everyone knows how to do it effectively. Conversational marketing is a type of inbound marketing that enables you to connect with your audience in an organic way and can impact every part of your business. When done correctly, it can create authentic experiences, build relationships, improve lead generation quality, and pr…

This is one of the most common questions we get from clients. It’s a simple question with no straightforward answer. In other words, “it depends.”

I get it, it’s not the answer you want to hear. You would love to hear an exact number or formula that guarantees an exact ROI on every dollar spent. But that would be at best, misleading and at worse a straight-up lie.

There are too many variables to consider and it’s the wrong focus because marketing is bigger than just generating new leads for sa…

If you’re evaluating whether a fractional CMO is right for your business, that is sure to be one of your first questions. Getting a clear answer to this question can be challenging because there are a variety of fractional CMO models that offer different levels of engagement, expertise, and pricing structures.

The fractional model is especially advantageous for financially constrained companies or those undergoing transitions. Integrating a fractional CMO allows businesses to stay on course wit…

Did you know? 70% of marketers are actively investing in content marketing, making it critical that you develop a good content strategy to compete in your industry.

An effective content marketing strategy will answer specific questions like:

• Who will be reading your content? How many audiences do you need to create content for? Just as your business might have more than one type of customer, your content strategy can cater to more than one type of user.
• What problem will you be solving for …

Continuing my guest post series, here is an article from Eben Greene, President and Vision Keeper of the top change management agency, ShiftUp. You've heard me talk about him before, he helped with the Omicle rebranding and we've partnered on projects.

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Eben Greene says...

Like meeting someone for the first time, your initial encounter with a business can leave a lasting impression. That feeling or belief in a company or product branding is powerful. It lays the gro…

The goal of this stage is to be ready to scale and build a much bigger business. In this stage, your focus is on building a scalable infrastructure to improve your selling as well as how you deliver the products and services that you offer--customer experience.

You'll be focused on questions like:

• How can I make this more efficient?
• Is there a way that could be easier for me to do this?
• How can I make fewer sacrifices (money, time, or energy) to complete this task?

Efficiency may sound …