A new brand
When you need to change what the market thinks about you.
Maybe you’re a challenger looking to signal you’re a credible alternative to the big guys. Maybe you’re an incumbent proving you’ve still got new moves. Maybe you’re completely reinventing yourself, or just tuning up what you’ve got.
In any case, a powerful brand is a major, measurable advantage in every B2B market. It’s more than a name, logo or look that people recognize — it’s a gravitational force that pulls buyers in and rewards them for spending time with you (even when they aren’t actively looking to buy).
Things you’ll need:
- Stakeholder investment. By helping them understand why brand and demand are connected.
- A mechanism to measure brand impact. By proving that getting famous with prospects before selling to them leads to more (and better) deals.
- A brand that future buyers want to spend time with. Because you make their day easier and their job more interesting.
- An appetite for feelings. By showcasing beliefs and attacking issues that make your buyers think “These are my people.”
- A method to weave brand into your go-to-market fabric. By pulling brand activities through a top-to-bottom performance blueprint that ends in a commercial action.
Big inflection points need specific, tailored responses. But significant brand shifts usually involve some mix of:
- Galvanizing story
- Messaging
- Visual identity
- Naming
- Website
- GTM Blueprint
- Search
- Always-on optimization
