Does your marketing miss the mark? Align your brand with customer needs (and increase the bottom line)

Are you tired of scrolling through social media, bombarded by company posts that seem more interested in celebrating themselves than actually helping you?Yeah, me too. It's a common B2B marketing pitfall, and one I constantly fight against. But here's the thing that sparked this whole line of thinking: When is a brand not really a brand?

This question might have you scratching your head because, let's face it, every B2B company wants to showcase their brand, right? We believe that constant self-promotion will elevate our market position. But the truth is, this approach often misses the mark.

The disconnect between you and your customers

Think about it this way: Have you ever encountered a business where different leaders seem to talk about the brand in completely different ways? One leader emphasises cutting-edge technology, another focuses on industry expertise, and a third talks about award-winning customer service. It's a red flag, a big 'Houston, we have a problem!' moment.

This inconsistency signals a need to hit the reset button and develop a cohesive brand strategy. Because a true brand extends beyond logos, images and award wins; it's about forging meaningful connections at every touch point beyond your staff and the customer.

The pitfall of self-centric branding

Here's the thing: We, as marketers, sometimes get so caught up in showcasing what our company does best that we forget to communicate what we actually do for you - our customer. It's like those 1980s ad executives who believed in their own cleverness, often at the expense of clarity.

Today's customer doesn't have the time or patience to decipher convoluted messages. In a time where we're all juggling multiple roles and facing constant burnout, simplicity and clarity are more critical than ever.

Focus on value, not vanquishing competitors

There's a quote by Maya Angelou that perfectly captures this shift in perspective:

"People don't care how much you know until they know how much you care."

In other words: Customers don't care about your awards or internal milestones until they understand how you can solve their specific problems and make their lives easier.

Clarity over cleverness

Let's not try to be too clever. Instead, let's make it super easy to understand what we do and how we can solve our customers specific problems. This doesn't mean we always get it right, and tends to fall short when there are too many stakeholders with divergent opinions involved.

The importance of a unified brand strategy

Here's the key takeaway: Marketing and branding need a seat at the leadership table. We need to present strategies based on data that go beyond subjective opinions. While it's important to consider different perspectives, marketing's role is to demonstrate how a unified brand strategy can align with the business goals and ultimately help drive sales or at least conversations for you.

Leadership insight you can use

As Brent Adamson, co-author of 'The Challenger Sale,' aptly puts it,

"The best brands in the B2B space are those that simplify the decision-making process for their customers. We don't talk about ourselves; we focus on the unique challenges our customers face and how we can solve them."

Customer-centric approach: It's all about them

The bottom line? We need to stop focusing on ourselves and start focusing on how we can better serve our customers. Because it's not about us - it's only ever about them. A brand that fails to prioritise your customers needs and perspectives it's just noise.

Building relationships, not just buzz

Think about the B2B brands you truly admire. What makes them stand out? Chances are, they've built a reputation for exceptional customer service, a deep understanding of your business and industry, they may have a strong focus on something that you hold dear to your heart, and an unwaivering commitment to going the extra mile. These are the brands that cultivate genuine relationships, not just fleeting buzz.

So, how do we bridge the gap and move towards a more customer-centric approach? Here are a few actionable tips:

Conduct in-depth customer research: Don't make assumptions about your ideal customer. Talk to them! Surveys, interviews, and focus groups can provide invaluable insights into their pain points, buying motivations, and preferred communication channels.

Develop buyer profiles: Based on your research, create detailed profiles of your ideal customers. Understanding what makes them tick, their demographics, challenges, and goals will help you tailor your messaging and approach to resonate with them on a deeper level.

Content is Queen (or King): Create valuable, informative content that speaks directly to your customer's needs. This could include blog posts, white papers, case studies, webinars, or even infographics. The key is to focus on providing solutions, not just promoting your product or service.

Embrace storytelling: People connect with stories. Showcase your customers and how you have helped them achieve this success. Let them see themselves reflected in the narrative and understand the positive impact you have on their business.

Omnichannel marketing: Today's customers expect a seamless experience across all touchpoints. Ensure your brand messaging is consistent and clear, whether they encounter you on social media, your website, or through email marketing.

Social listening is key: Actively monitor social media conversations to understand what people are saying about your brand and your industry. This allows you to address concerns, participate in relevant discussions, and demonstrate that you're truly listening to your audience.

Empower your employees: Your employees are brand ambassadors. Ensure they understand your brand values and are equipped to communicate them effectively. This could involve customer service training, social media guidelines, or even internal workshops to foster brand alignment.

The path to brand advocacy

By implementing these strategies, you can move away from self-serving noise and build a brand that resonates with your audience. Remember, a customer-centric approach isn't only about making a sale - although this is important; it's about building trust, fostering loyalty, and ultimately, turning customers into brand advocates.

So, what are your thoughts? Have you encountered a brand that seemed more focused on self-promotion than on solving your problems or one that truly understood your needs as a customer? Share your experiences in the comments below.

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About the author

Hello, I'm Caria Watt ??

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I'm building a community to cultivate connections and drive meaningful conversions.

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