Brand Awareness – your way to competitive advantage in B2B

Brand awareness is a great way to enhance your company’s revenue. Especially for B2B enterprises, their brand is a fantastic asset to secure and reinforce their market position and gain competitive advantage. Therefore it might be best to start putting out your brand instead of your products. Moreover B2B companies often struggle with the fact that their products or services can’t be described easily. Brand awareness offers a product independent approach.

Here are some of our insights on what to consider in improving your company’s brand awareness:

• First of all keep in mind that your brand is like your company’s fingerprint. So start by thinking about your brand promise. It should be based on a big idea or vision but should also reflect on your specific offer.
• Share this vision externally and internally so that your employees can be your brand advocates. But remember to school them accordingly so that they know how to share your brand.
• Make sure that your brand has a specific brand voice. Share your corporate opinion and comment on current topics in your area of expertise. Let real persons support you that show their passion for their field of work. Ideally your brand’s first row cheerleader is your CEO. Use a corporate blog and social media to share your content.
• Interact with your clients. This means offering concrete contact persons as well as optimizing the user experience on your website. Your website is often the first point of contact. Take notice to the current trend of interaction and engage your clients right away. This can be achieved by a series of actions starting by offering all the interesting information and more about your company in a mouse click up to directly addressing your visitors by specific tools. Some great ideas how to achieve positive interactions and examples are shared in the current issue (number 41) of t3n magazine.
• Have fun and be creative! Brand awareness includes more than just factual knowledge. The example of GE’s Instagram account shows that a brand image can be enhanced by creative content. GE’s pictures function as brand content and are shared in all kind of different social platforms creating a specific brand awareness being creative and related to the company at the same time. Another great example is the German brand Krones that offers a glimpse into the beautiful world of crown caps.

These are just a few tips on how to improve your brand awareness. We think for B2B companies the brand is one of the most important assets and should be nurtured and shared accordingly.

What does your company do to enhance your companies brand awareness? We are eager to hear about your experiences.

By Manuela Nikui