In this post I talk about one of my favourite topics: branding strategies to help B2B scientific businesses stand out and get noticed.
The other day, I started thinking about workout clothes. Not only because I’m eager to get back to the gym, but because of the brand behind my favourite pieces.
I don’t buy them for function or even quality. Instead, it’s the intangible benefit of owning this particular brand and feeling athletic and fashionable (a feat these days!).
What does this have to do with the business-to-business (B2B) world?
Effective branding (and rebranding) is critical to attracting and getting noticed by your ideal customer. Easy for workout clothes, but for highly complex, specialized subject matter it can be much more challenging.
That said, I’m here to tell you that creating a compelling and memorable B2B brand that gets you noticed by your target audience is possible, no matter how complicated the business.
Here are 4 branding tips to help you build a B2B scientific business that stands out AND gets you noticed by your ideal customer.
Develop a Unique Visual Identity
Just because your industry is a sea of blues or greens doesn’t mean you need to follow suit. In fact, differentiating by colour can be a powerful way to stand out from the “same old, same old.”
Hot pink, anyone?
Same goes for imagery, icons, and the like. Choosing a particular design style that appeals to your audience but also sets you apart can boost brand recognition to make your business more memorable.
Grow Tip: Assess the competitive landscape and aim to differentiate, not blend in with everyone else.
Focus messaging on what’s in it for THEM
There’s a tendency in technical sectors to speak about your company and why you’re the greatest thing since sliced bread.
Even if you are the greatest thing since sliced bread, using too much “we/us” language doesn’t connect as deeply than if you focused messaging on what value you provide to your customer.
Remember, you’re aiming to serve them and offer up a solution to their biggest problems.
When in doubt, aim for the 80/20 rule: 80% non-promotional (delivering value), 20% self-promotional (the sales-y stuff – yes, it’s appropriate when used with a lighter hand).
Grow Tip: Put yourself in your customers’ shoes, understand the problems they are facing, and develop messaging that speaks directly to solving those problems.
Double down on your differentiators
An authentic brand isn’t made, it’s born. Born from how your business is uniquely able to solve your customer’s problem better than anyone else.
Understanding and then doubling down on those differentiators makes for a stronger brand and more compelling message. How are you truly different? Use it to your advantage.
Grow Tip: Your differentiators don’t have to be restricted to price, quality, or convenience. It can be how you uniquely deliver your service, your personal story as founder of your business, your team’s unique set of capabilities.
Dare to be bold, even in traditional industries
In B2B, it can feel extra challenging to build an engaging brand identity. From visuals to messaging to tone of voice, it’s tempting to follow the crowd just because that’s how things have always been done.
Trust me, there’s nothing more boring than that!
Break away from industry norms and be a little bold once in a while. Can you use humour? Align strongly with a cause? Become known for your “hot takes” or thoughtful commentary? As long as it’s authentic, being bold now and then will create a lasting impression.
Grow Tip: Being bold doesn’t mean changing who you and your company are, or copying someone else’s style. Always remain authentic – just do it in a way that takes a bit of a chance.
Where to go from here
I hope you’ve found these tips helpful!
I live and breathe this stuff daily as I work one-on-one with companies just like yours to develop compelling branding that gets noticed and drives results.
If you’re ready to get noticed and attract your ideal customer, I’d love to chat with you about it and come up with a success plan customized to your business’s needs and goals.
It all starts with a call. We discuss where you are and where you want to be, then I provide you with a strategy for how to get there.