Refreshing a brand and setting it up for smooth sailing to align with the business direction can be a challenge for B2B marketers.
Identifying and presenting the case for change can be harrowing. To begin, alignment to the business objectives must be carefully considered and presented to key decision-makers with absolute belief and positive prediction. Qual and quant, historic and predicted metrics will support the case. Deliver with the mind of a CFO and the goals of an entrepreneur so that key stakeholders recognise your passion to embark on a refreshing change to the brand for focused growth reasons.
Justification for a refreshing brand review might reveal itself with the following triggers.
- More than 50% activation and 0% future customer brand building
- The who, what, why the story isn’t clearly articulated
- Slow growth, despite a strong economic climate
- Tired brand identity, that no longer fits with business goals and objectives
- Disruption in the marketplace or fresh competition
- A reputation affected by media
- Marketplace confusion – lacking distinction and clear positioning
- Global trade uncertainty – supply and quality challenges
- Considerable legacy focus on short term results, tactics vs. strategy
- Mergers and acquisitions – a time of difficult decision making
One or a combination of these areas can affect future growth. Conducting a brand health audit, CX research, and reviewing the brand can support your case and reveal further insights to inform the brand strategy.
Insights can be revealing, embrace the good and the ugly. Consider this a chance to build a brief to fill in gaps for a cohesive brand framework. We envy and rank the successful brands and creative wins of Apple, Microsoft, Google and Samsung – all have cohesive brand frameworks that support marketing to succeed.
If time is of the essence, and finding time is more challenging than ever, it’s wise to enlist a B2B Brand team to support change and build a framework. Address commonly overlooked areas such as the brand story, architecture, essence, code, proposition, personas, visual strategy etc. Set a stakeholder deadline, create a resource, share it with those responsible to amplify the brand into the future.
If you need help reviewing and assessing your current brand health, then let us have our brand management team give you a call.
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About the authorRochelle Sanko is our resident brand expert in Australia. She brings more than two decades of industry experience in brand and creative strategy, brand creation, evolution, and ongoing management. Rochelle has led creative studios in Australia and New Zealand, assisting a diverse range of B2B and B2C brands to push boundaries and communicate their proposition effectively across the entire customer journey. |
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