By Andrew Dalglish - 30th June 2014
Managing a B2B brand isn’t easy. In a recent survey of 100 senior B2B marketers conducted for the B2B Leaders Forum by Circle Research, they named three major challenges:
In this post I’d like to focus on the last challenge – finding the right brand positioning.
A brand’s positioning is essentially what it stands for in peoples’ minds when they think of it. The important point here is that it lives in the individual’s mind. This means that brand positioning isn’t simply a case of stating what your brand stands for; it’s about persuading others of this. As the most powerful persuader is experience, this means it is essential that the desired positioning reflects the reality of delivery.
So how do you find the positioning sweet spot? The trick here is to choose a positioning which is relevant, differentiated, authentic and flexible:
And remember, where you are now is not necessarily where you’ll want to be. This means that it’s useful to acknowledge the current brand positioning and build towards an aspirational positioning (see diagram below).
So, armed with this checklist, set out on your hunt for the optimum brand positioning. In doing so be sure to:
If you’re interested in reading more about how to build a strong brand and monitor your journey towards brand leadership, we’ve encapsulated our expertise in this white paper on B2B branding research.
Read more about our approach to business-to-business (B2B) branding research.
Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.