Brand authenticity is more important now more than ever. But how do you convey your essence to your audiences? In a world that is increasingly grasping for meaning, be a beacon by clearly projecting what you stand for.
WHAT’S YOUR WHY?
Brand strategy is an exercise in why you are in business. Identify your why—it becomes the foundation of your mission, positioning, and value proposition.
NO GUESSING
Be direct about who you are and what your brand stands behind in everything you do, including your tagline, mission statement, positioning messaging and through online interactions and marketing materials.
GET IN THEIR HEADS
Through 2030, Mintel said buying behavior will be driven by both information and emotion. You need to understand your market and your clients intimately. Conduct polls to find out what drives their needs, motivations, and decisions during the purchasing process.
BACK IT UP
Use solid data to support your claims and talking points for authenticity. Be sure to utilize research to get the facts and figures you need.
LOSE THE DISTRACTIONS
Be succinct. Try to say as much as possible in a short format and support your messaging with 3 proof points.
BE GENEROUS & TRANSPARENT
According to the SCORE Association, 85% of consumers have a more positive image of a business that gives to charity, and 90% want to know how this giving is done. Spread the good news to your audiences!
WIN-WIN
Giving is not only good for your business, it boosts company morale. In fact, 93% of employees who volunteer with their employer report they are happy with their company, SCORE Association said. And happy workers are more engaged and productive.
Pro Tip:
The only constant in B2B business is change. Customers now expect companies to not only be holistic beings, not just revenue and product generators, but also positive contributors to society. Don’t skip this step in sharing your messaging to the outside world.
TMC Integrated Marketing is the premier marketing agency devoted to the marketing needs of the manufacturing industry. We help manufacturers and their channel partners market their products worldwide. Our expertise spans across markets including technology and software, water and wastewater, paints and coatings, food service, packaging, medical and dental, industrial, tooling, and chemical ingredients. We focus on innovator companies who lead the way in creating solutions for today’s demanding environments.
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