What's your B2B brand value?

2 Define your value proposition

Your value proposition is the core of your brand. It's the unique benefit or solution that you offer to your customers, and why they should choose you over your competitors. It should be clear, concise, and compelling, and answer the question: what's in it for them? Your value proposition should also align with your brand vision, mission, and values, and reflect your brand personality and tone of voice. You can use frameworks like the value proposition canvas or the unique selling proposition to craft your value proposition and communicate it effectively.

3 Be consistent and coherent

Consistency and coherence are essential for building a strong and memorable brand. Consistency means using the same visual elements, such as logo, colors, fonts, and images, across all your touchpoints, such as website, social media, email, and collateral. Coherence means ensuring that your brand message, tone, and style are aligned and relevant to your audience, context, and goals. You can use tools like brand guidelines, style guides, and templates to maintain consistency and coherence in your B2B branding strategy.

4 Monitor and optimize your brand performance

Your brand is not static, but dynamic and evolving. You need to monitor and optimize your brand performance regularly, and adapt to changing customer needs, market trends, and competitive threats. You can use metrics like brand awareness, recognition, recall, preference, equity, loyalty, and advocacy to measure your brand value and impact. You can also use feedback tools like reviews, testimonials, surveys, and social listening to collect insights and suggestions from your customers and prospects, and improve your brand experience accordingly.

5 Leverage your brand advocates

Your brand advocates are your most valuable assets. They are the customers, partners, employees, and influencers who love your brand and promote it to others. They can help you increase your brand awareness, credibility, and trust, and generate more leads and referrals. You can leverage your brand advocates by engaging them in your content creation, marketing campaigns, events, and community building. You can also reward them with incentives, recognition, and appreciation, and encourage them to share their stories and opinions about your brand.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?