The B2B industry is highly competitive. It’s not uncommon for businesses to have a hard time differentiating themselves from the crowd. To stand out, you need to craft a message that is both unique and appealing to your customers. A B2B brand message is more than a tagline. It’s a reflection of your brand. It needs to contain all the information your customers need to know about you, your products and services, and how you can help them.
What is B2B Brand Messaging?
B2B brand messaging is how you communicate your brand’s value proposition and personality to your audience. This is done both through verbal and nonverbal messaging and includes everything from design elements on your website, such as videos and your choice in imagery, to the way you speak to your customers on social media, through chats/voice, and via email messaging. B2B brand messaging is a key component of any successful B2B brand strategy.
Why Your B2B Brand Message is Important to Your B2B Brand Strategy
Developing a B2B brand message is an essential part of your B2B brand strategy. It’s what will inform every aspect of your brand strategy, from your brand’s personality to the way you interact with your customers.
If you don’t take the time to craft a unique B2B brand messaging, then you will not only blend in with the competition, but you risk coming off as inauthentic to your audience, which can and will turn them away.
A B2B brand message is also a way to communicate your brand’s personality. It’s what makes you unique within the industry. It’s what your customers will remember about you in years to come.
How you present yourself to your audience is critical. When it comes to your consumers, three essential brand attributes that they look for include trustworthiness (31%), creativity (29%), and authenticity (22%).
If you don’t take the time to craft a unique B2B brand messaging, then you will not only blend in with the competition, but you risk coming off as inauthentic to your audience, which can and will turn them away.
A B2B brand message is also a way to communicate your brand’s personality. It’s what makes you unique within your industry. It’s what your customers will remember about you in years to come.
Elements of a Strong B2B Brand Message
Several elements help make up a robust B2B brand message. They include:
- Tagline – A tagline is a short, memorable phrase that communicates the purpose and benefit of your brand. It’s essentially a condensed version of your brand’s value proposition and is one of the first elements your customers will engage with, so it needs to be spot on.
- Brand Promise – A brand promise is a statement that communicates the value that your brand will deliver to your customers. It’s what keeps your customers coming back for more.
- Brand Personality – Your brand personality is made up of your brand’s attributes, which are the traits that you want to convey to your audience. It’s what makes your brand stand out from the crowd.
- Brand Voice – Your brand voice is how you communicate your brand’s personality to your customers. It’s the tone and style of your brand.
- Brand Look and Feel – Your brand look and feel are the design elements that help convey your brand’s personality. It includes your logo, color scheme, fonts, and imagery.
- Brand Touchpoints – Your brand touchpoints are the places where your customers interact with your brand. They include your website, social media, packaging, and advertisements.
5 Tips to Create a Better B2B Brand Messaging
Research shows that being able to make competitive comparisons between yourself and your competitors makes you approximately 1.4 times more likely to exceed your business goals. Again, one of the best ways to differentiate yourself from your competition is through strong B2B brand messaging.
If you’re looking to create or revamp your brand messaging, then here are some tips to get you started:
1. Know Your Audience
Your B2B brand message should be designed to resonate with your target audience. If you’re going to stand out, you need to know whom you will be addressing, what their pain points are, and what solutions they are looking for.
Yes, you need to highlight your brand and how it stands out from the rest, but you need to do it in a way that resonates with your prospective leads.
2. Ensure Your Message is Customer-Centric
Once you know who you are targeting, it’s time to start speaking directly to them. Again, your brand message should be geared towards your customers, not your business.
Every element of your brand message should be designed to help your customers. Therefore, your brand message should answer the questions, “What’s in it for me?” and “Why should I care?”
3. Be Unique
Your brand message is your unique selling proposition. Therefore, it should communicate your value proposition and differentiation in a clear and memorable way.
When crafting your B2B brand message, avoid:
- Being generic. Don’t use words like “best,” “greatest,” or “leading” in your messaging.
- Don’t make claims about yourself that can be easily proven false.
- Don’t use vague and overused words that don’t really mean anything.
4. Be Honest
One of the biggest mistakes you can make when crafting your brand messaging is being dishonest and trying to be something you’re not. Your target audience can spot inauthenticity a mile away.
If you are not confident in your messaging, then your customers will see right through it.
5. Be Consistent
Your brand message should be consistent across all your touchpoints. It should be the same in your blog posts, social media posts, website, and wherever else you interact with your customers.
Get Personal with Hushly’s Content Personalization Tools
When crafting B2B brand messaging, it’s vital to remember that you want to make sure you are getting personal with your audience. Your brand messaging needs to resonate with your audience, and there is no better way to do that than by personalizing your content.
Hushly’s content personalization tools make it easy to keep your audience engaged while delivering the information they need.
Curious how our tools can help you? Let us show you how it’s done! Request your customized experience today!
