B2B Brand Position – Tips, Tricks & Best Practices

Are there some brands that you love more than others? What do you think makes them special? Could it be that you just love their products? Is it their customer service, company values, or beautiful designs that attract you to them?

If you look at the things that attract you to a brand, chances are that you can trace them to the strategy of the brand. If you are running a business, you understand how important your brand’s position is when making sales.

But what about business-to-business brand positioning? Should you employ the same brand strategy you would if you were running a business-to-customer business? Most definitely not! B2B businesses are unique.

Tips, Tricks, and Best Practices for B2B Brand Positioning

1. Use Simple Messages

If you are involved in marketing in your business, you have seen how complicated marketing has become today. However, this does not mean that your B2B branding has to get complicated as well.

For instance, you are not limited to always using eloquent and long messages if you want to win customers. Sometimes, all you have to think about is how to make your messages simple. But why should you do this?

Well, you should ensure that your customers can remember what you are telling them. For example, if you have an easy-to-understand and simple slogan, your customers will not have any problems remembering it. In addition, be careful when customizing your messages for different groups. You might seem inconsistent in front of your customers.

2. Use the Right Medium to Interact With Customers

You are going to use many types of mediums to build your brand and convince your customers to do business with you. Luckily, this is not something you should worry about because technology has given you many options to choose from.

However, this does not allow you to just use any other medium that you want. You might end up regretting and losing all your customers. So, how do you choose the correct medium? Looking at your customers, which medium do they like? This is what you should find out.

If, for instance, you want to unleash the potential of webinars for your brand, make sure you understand how the brand stands to gain. At the end of the day, you should ensure that the medium you use to build your brand is the best you can get.

3. Make Your Brand Unique

Making your B2B brand unique is related to the positioning of the brand. This uniqueness is the only advantage you will have over your competitors. It is also the reason why a customer will buy from you instead of buying from your competitor down the street.

You will not like it when people start positioning you. Instead, you should find a way of telling them what to think about your business. Make sure you have told them what your business stands for and what makes it better than others.

So, how can you differentiate your brand from others? Should you just look at the services and products that you offer? Most definitely not. According to Accenture Strategy, more than 60% of customers expect you to ensure that you have taken a stand on relevant issues like transparency, sustainability, and employment practices.

4. Position Your Business Strategically in the Market

Do you have a positioning statement in your B2B business? For instance, what is that unique thing your business has that makes it stand out in the market? If a customer was presented with ten brands, including yours, would they choose yours?

Well, you are supposed to find a sweet spot in your target audience’s mind as well as the market. It is this sweet spot that you will use to exploit what your competitors have brought to the market and beat them at their own game.

Studies have indicated that the audience you are working so hard to attract deals with over 60,000 messages from other brands. So, how do you make yours better than all these other messages? If you manage to position your business strategically in the market, then this will not be difficult for you.

5. Define the Personas of Your Audience

Running a B2B business means that there are specific archetypes of customers that you try to attract to your business. These archetypes are called personas. You need to make sure that you have defined the personas of your target audience.

When doing this, you should include relevant and detailed information about all your customers. Look at their fears, goals, and buying journeys and come up with all the information you need about them.

If you want to dive in deeper and get accurate personas, you can look at their demographics, routines, or even personalities. However, you should update these details over time since they will never remain the same. If you understand the personas of your audience, then you will easily penetrate different markets and beat your competitors.

Stay Ahead of Your Competitors

B2B businesses are very competitive. You will not survive without building a brand that stands out from those of your competitors. If you follow the tips, tricks, and best practices discussed above, you will easily position your brand.