In the world of businesses selling to businesses, it’s important to remember that buyers are people. It’s why the most successful B2B brands display a lot of human attributes. They have a voice. They have a face. And they have a unique sense of purpose. It’s this sort of humanity that makes a brand truly stand out in the marketplace. With that in mind, let’s look at your how your copy, art and technology can help bring out the human side of your brand.
Copy gives your brand a compelling voice
Give your brand a voice that reflects its differential – the brand position. Make sure it gives the right impression to your customers. You want it to:
- Be credible
- Have a personality
- Tell a story
- Connect emotionally with people.
The last part is especially important. Consider how you want your customers to feel when they interact with your brand throughout the customer journey. Does your brand sound approachable? Does your brand listen and help solve your customers’ challenges?
For instance, if your brand positioning is customer-centric, you’ll want to use the magic word ‘you’ a lot in your brand messaging and communications.
Visuals create a unique face for your brand
You want visual content that complements your brand voice. Most of the same points apply, but keep in mind compelling visual content can greatly increase online engagement. Be sure your brand’s visual identity is authentic to the brand and does a good job telling the story in each channel. Remember, you want to stop people in their tracks and make them pay attention. Strong words and visuals do that.
The communications programs of B2B companies are dominated by product art, and for good reason. But this sort of literal imagery limits your visual storytelling. When you limit yourself to product photography, you cannot get beyond features and benefits to introduce bigger solutions like applications expertise.
Better to capture the essence of the brand, portraying the advantages your customers will realize from working with your company.
Technology embodies your brand’s sense of purpose
Technology allows you to create individual experiences that help bring your customers into the brand story in a unique and memorable way. It can enable customers to engage with your brand whenever they want and help you collect valuable data to understand what’s working and what’s not. Your customers today are interacting with your brand in so many more places, and on many different devices. Technology can be used to make it easier for them to research, evaluate and actually conduct business with your brand.
A trade show is a great place to enhance your customers’ experience with your brand by using technology. Have you ever stopped at a booth to experiment with virtual or augmented reality? Just think of how that experience gave you a real sense of interacting with the brand. The impact can be profound, and that’s just one example. With technology, the potential brand experiences are endless.
No matter your value proposition, you should be looking for ways to advance that purpose through technology.
When you strategically and thoughtfully integrate copy, art and technology, your brand persona takes on new life, moving from an abstract idea to a true brand personality. That way you’re reaching your market with a brand people can truly experience and enjoy getting to know – a living brand your customers can relate to.
