There’s a lot of noise to cut through in the B2B tech space, and creating a memorable brand that connects with your target audience is a must. Branding is one of the most valuable assets in your marketing tool belt, but many businesses don’t devote nearly enough time to crafting a consistent, compelling brand message across all of their channels.
A recent survey found that 46% of people are willing to pay more to work with brands they trust.1 Having a strong brand is one of the surest ways to keep your company top of mind for your target audience. The more positive interactions potential clients have with your brand, the more likely they are to choose you over your competitors.
Here are our top six tips to help you start building a stronger, more recognizable B2B brand:
What comes to mind first when you see a swoosh logo? For most people, it’s Nike. The Nike swoosh logo is one of the most recognizable in the world, contributing to the brand’s current value of $33 million.2
When it comes to B2B branding, consistency is key. If you have multiple versions of your logo floating around the internet or an inconsistent voice across your messaging, identifying your brand becomes much more difficult for potential customers. And because consistent brand presentation can increase revenue by up to 23%,3 this is one area your business can’t afford to ignore.
Technology is always on the move, and most businesses in the tech industry are constantly playing catch-up. If your company has grown, relocated, or entered new verticals to try and stay ahead of the curve, you’re likely speaking to different personas than you were a year ago. When your target audience changes but your B2B brand doesn’t, you risk not being heard by the right people.
Staying ahead of the curve also typically means expanding your product or service offerings, especially in the technology industry. Take Netflix, for example. While the company is currently the most popular streaming entertainment provider, it started in 1997 as a website that allowed consumers to rent and buy physical DVDs. The original Netflix logo dates the brand with a cinema reel decoration that harkens back to VHS tape film. That was abandoned three years later in favor of the simple, film-free logo that served as the company’s identifier for more than a decade.
If your branding still focuses on last year’s – or last decade’s – offerings, you risk confusing your audience – or worse: looking like an outdated, irrelevant company.
If your branding looks like it was created in the 90s, your target audience will have trouble viewing you as a cutting-edge, innovative tech company. Having a modern – but timeless – logo, color palette, and overall design affects how well your B2B brand is recognized and perceived by consumers.
Case in point: When it was time to level up our sophistication at Mojenta, conveying a more modern style was one of the biggest inspirations behind our own rebrand (huge difference, right?). If it’s been some time since you revisited your visual identity, you’re probably overdue for a refresh.
Putting your values at the forefront of your branding is more important now than ever. Since the pandemic, 75% of business buyers say a company’s ethics factor into their decisions, and 89% of consumers expect companies to state their values.4 Clearly, highlighting the values of your team and your brand aren’t optional for creating a strong brand that resonates with your customers.
If your customers don’t understand what your brand has to offer, they won’t know how you can help them. Effective B2B branding explains your offerings in a way that makes sense for your target audience. For example, highly technical jargon may not be the best approach if you’re targeting companies that need a no-code development platform. Show potential customers what you do well from the start – so they don’t buy from your competitor with clearer messaging later.
If your brand lacks any of these essentials, it’s time to up your branding game. Strong branding is critical for gaining recognition, building trust with your buyers, and even staying relevant in the face of ever-evolving technology trends. While creating solid brand guidelines can help your marketing efforts remain consistent, figuring out where to start is tricky if you’ve never refreshed your company’s branding.
If you need expert guidance to strengthen your B2B branding, Mojenta is here to help. We’ve powered the growth of nearly 300 companies in the B2B tech industry, and we’d love to share our experience and know-how with you. Schedule a call with us today to get started.
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