Marketing copywriter specialising in writing about technology, marketing, branding, strategy and thought leadership for Articulate Marketing. HubSpot geek, can pull the perfect pint of Guinness and loves to travel.
The B2B Brand Differentiator
Is your business brand more milquetoast or marketing genius? Bland or bold? Try our Differentiator to find out!
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Brand personality gives people a reason to choose your business over a competitor. It’s the things you want your potential customers to see when they think of you. It brings your company and its image to life. Personality makes your product or service more human and relatable.64 percent of consumers said they have a relationship with a brand because of shared values, says a study from Harvard Business Review.
‘If people believe they share values with a company, they will stay loyal to the brand.’ – Howard Schultz, former Starbucks Chairman/CEO.
Are you tenacious and trustworthy? Fun and futuristic? Bold and bracing? Your brand personality makes you stand out from the crowd and differentiates you from your competitors. It’s important to get it right.
For some of us working in B2B companies, this task can seem a bit ‘fluffy’ and ‘airy fairy’. But, if you don’t own it, someone else might create it for you. A competitor, a disgruntled customer, or an old employee might start telling others what your brand personality is without your input or permission.
Here are some inventive ways to start expressing your organisation’s brand personality.
1. Use custom illustrations
Illustrations are the talk of the town lately and we can see why. Have you seen our new illustrative style? To sing one’s own praises, it’s pretty darn cool!
Investing in illustrations means that picture on your homepage isn’t just the same old stock photo your competitors use. Illustrations make your business more unique and identifiable, which are key characteristics of a memorable brand. Bonus points: your business will stand out in the overcrowded search engine world!
2. Create a company mascot
Brand mascots or characters provide a way to portray your brand personality. Think of the Duracell Bunny, Aleksander Orlov (‘Compare the market dot com, compare the meerkat dot com, simples’), Ronald Mc Donald and our very own Artie.
They become an ambassador for your business and lighten the tone a little, especially for a B2B company. Your mascot or avatar can be used as an identifier in your logo or across the board for various pieces of marketing material.
3. Introduce your team
What better way to appear human than introducing the humans that are on your team? No doubt your customers and prospects will come into contact with different employees at different stages of their buyers journey. We don’t mean staged shots – just try to capture your team in their natural habitat, Attenborough style. Include a blurb from them on what they love about the company and its customers.
Having this somewhere on your website, like your about us page, can really help solidify a lasting and meaningful image in a site visitor’s mind.
Consistency is key
Whatever you decide to do, your brand’s personality should embody your company culture and values, clearly, and be consistent across your website and marketing channels.
It’s not just one thing! It’s your tone of voice, your visuals and even your customer service policies. They all go hand-in-hand to support one another and hone the growth of your business.
‘A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.’ – Seth Godin, entrepreneur, best-selling author, and speaker.