Top 5 qualities of an authentic B2B brand

What has always struck me the most in the last few years is how the boundary between B2B and B2C brands is becoming more blurred. It took a long time for everyone to understand that the B2B target is a B2C like any other.?

Apart from the technical and industry jargon, what makes them tick is the same as for you and me.?

All-day long, we claim the same thing, sincerity, and authenticity. We keep arguing that our brand is authentic and sincere so that this association of value and brand can no longer be made without proof.?

Apart from the technical and industry jargon, what makes them tick is the same as for you and me.?

All-day long, we claim the same thing, sincerity, and authenticity. We keep arguing that our brand is authentic and sincere so that this association of value and brand can no longer be made without proof.?

Declaring is far too simplistic today; everyone states something, from the teenager on Twitter to the political opinion of grandma on Facebook. So how to be an authentic brand for real?

Is a Victorian house authentic? Why would your fantastic insurance or radar technology brand be authentic? And, how can you be genuine when you have KPI, likes, shares, and reach goals? Is it authentic to want to be famous? To enjoy your CSR policy covering the whole planet?

For a generation of veterans, new technologies and social networks are an excellent opportunity to convey “the good news”. For a new generation of professionals, the bullshit radar is constantly up, suspecting that every corporate statement is just another soulless and unwanted statement.

In a global context where the hunt for sincerity is commonplace on social media, how do you cultivate a lasting imprint in your brand's DNA?

1) If you are for real, the rumor will spread from within.

I'm always amazed when I'm working for a brand to see how many people are ultra-motivated. In those kinds of meeting you see a lot of people claiming their belief in their brand and values, but yet :?

Won't declare on LinkedIn that they work for the brand.

Do not subscribe, like, or share the brand's publications.

Without necessarily having to like and share everything, how do you interpret that those who are supposed to be the first evangelists of your values do not share them??

This is a good question: does working for a group mean that you must necessarily wear its colors?

Suppose the idea is to say that you are an authentic and caring brand in 2022. So, typically, when you are a CEO, VP, or an executive, you are, of course, educated in "digital." You found your job through LinkedIn: naturally, you will love your company's editorial line and thus indicate to everyone that you agree with what the brand platform says. All by sharing it and supporting it in a patriotic and enthusiastic way.

This already exists; there are significant groups whose CEO shares, likes, and comments and sometimes goes and takes the picture himself and makes the post.

The first proof that a brand lives by its values is when its staff supports, responds, and shares; if they don't, they may have other issues to deal with before their editorial line and the number of fans.

2) Everything is done in the long run.

One thing has been consistent in my experience in brand consulting: B2B brand authenticity is a way of life, not a spring activation or goodwill.

Whether you open a LinkedIn page with an editorial line or an upwardly mobile Instagram account: the reality is the same if your timeframe for success is less than one year: Quit and go open a B&B in Utah.

Let's be serious; if in 2022, you are not aware, I am here to tell you: the work in communication on social networks and building trust is as long in digital as it was when digital did not exist and besides why would it be different??

If your brand proves to be benevolent, is there any reason it should be different in two years? At the next pitch? Not.?

People have said "there's a premium for being first" for years. That's true, but not everyone can be first on the next TikTok: the most important thing is to get started.

It may sound crazy in different ways, but there are constantly brands wondering if mobile is the future and if they should finally open their Instagram account...in 2022.

? To that question, the answer is: yes. If you have to do it, do it now, better late than never, on the other hand especially stay consistent, and that's exactly what we should focus on.

3) Remain consistent

For a reason of trust first. No faith, if not long-term.?

This is where I'll start to break the mood. I have to, don't forget, I represent an agency.

To create a consistent message, you have to agree on the message first. Who is writing? Who is the keeper of those values? Who will drive them? Who will produce it? When? Where? How?

This is usually where startups, minor, or even large, unskilled brands always make the same mistake: entrusting this to someone who can't even write a simple brief.?

Yes, I could have listed all the types of people you shouldn't entrust such a task to, but one of the main characteristics that usually leads to chaos is this: if you don't know how to write a brief, you're not ready.

That's why the nature of the world has created an excellent position. A profession, which through interviews, an in-depth study of the brand, discussions with its leaders and long reflections will be able to help the brand to write a brief and create a recommendation.

Yep I'm talking about agencies.

(and not PR agencies that discovered social networks and influencers late in the game, and not consulting firms lacking creative ways to make money).

You know what I mean when you see some startup's stupid names; you know they were chosen by people who are not qualified... to select names. It's a bit like explaining to a great chef how to cook because after all, I know how to break eggs.

Buying a brainstorming room never allowed anyone to think they were qualified to write the next commercial for their brand. And having ideas doesn't make you a communications genius. Second, just because you have a LinkedIn account doesn't mean you necessarily know what's best for your company from a digital perspective. Hire pros, even if you're cheap.

I know, it's not fashionable in 2022 to tell people that you should respect expertise even when you're tempted to make up jobs because they look easy on a YouTube tutorials.?

(But let's save that for a future post, maybe the one about: "I don't do PR, so why do PR agencies think they can lay social media and websites?")

Forget about your follower count because no one cares about that in real life.

Want a free tip that will save you thousands of dollars?

Here it is:?

If you communicate, stay regular. Social networks and algorithms respect those who regularly use the tools at your disposal.?

If you only have to post twice a week: do it. ALL THE TIME. Don't deviate and never stop. The results will come, and then when you are ready to add something to your routine, make sure you can keep up the pace for the long haul.

It doesn't have to be easy, but it was never meant to be easy. That's why popularity on social networks is not just about quality; it's about who does their homework and who thinks they're taking a shortcut that doesn't will lead to assumptions like "social networks don't work".

4) Be transparent

Let's be clear; I'm not asking you to tell me your sales figures or to pull out your spending charts or the list of your "favorite tools." In reality, this transparency is often as Bullshit as your last Canva visual.

All studies report that customers want transparency; they want to have all the necessary elements to start a relationship of trust with you.?

You can do several exciting things to show what kind of B2B brand you are:

Put employees in the spotlight and let them express ideas for advancing your industry through your channels.?

Showing that you are an employer brand that encourages talent is essential to your customers and people.

Vulnerability is also a crucial asset. Many big corporations understand this: acknowledging specific issues and then demonstrating how you will address them shows everyone how you are dealing with the obstacles, disputes, and many challenges society may face in an ever-changing world. This transparency in problem-solving reminds me of your values, especially if I can relate to them as a customer or employee.

5) Be in action

As Jean-Christophe Grangé would say, "In love, only actions count, words cost nothing."

As a B2B brand, your job should be more effortless than a B2C brand. With no products out there, you have total control over your communication; you decide what is essential and what is not and how you will carry out the actions you choose.

The conflict in Ukraine affects you? What is the act that represents the values you are going to carry out, particularly how are you going to cover it and share it with everyone? A small flag and a Press release affirming that war is terrible and peace is better, it's good, but it's useless: concretely, you are going to do what?

Is International Women's Day important to you? This is an excellent opportunity to communicate on several values such as transparency, long term, and remaining constant on your principles.

For some reason, St. Patrick's Day is fundamental to you? You'll have to demonstrate it through the prism of your foundations and values while remaining qualitative and respectful of who you are.

→ All of this cannot be done alone. Once again, the role of an agency in this thinking and these actions is essential: the external perspective and a different mind from yours is necessary not to miss your target and make sure you are still in the loop in terms of meaning.

6) BONUS: life is a game; gamification is crap.

In reviews, I often noticed something, this fascination that old agencies have in their head to be very eager to sell you “gamification” in B2B and in everything they can.

"People love it," "it's great, they'll earn points by liking articles," "at the end, they can order an apron with a logo."

Don't mind them; they don't know it, but they are already dead.

They are not customers of their food:?

Your customers have busy lives, and if they feel like playing, they are already doing it with perfectly made products whose job is to entertain them: it's not your job.

Remember what I said earlier: the long-term counts, not the gimmicks. Life is already a role-playing game with many quests and sub-quests. If a B2B brand takes its audience seriously, following the next article, subscribing to the newsletter, sharing a mood post will be natural...?

In fact, in 2022, we want you to love your customer.

You B2B brands, the relationship you want with your customers, in reality, it's simple: you give love constantly, with transparency and long-term efforts while demonstrating along the way acts of love and reassurances that prove you are indeed on the same page, and all that without bullshit.

Are you ready? If so, call the agency.