One of the most important questions a company can ask itself is “what is our differentiation?” The reason is simple: it’s how you define yourself in the minds of your customers and beat the competition. Beyond that, it’s what guides business strategy as you face decisions and choices on a daily basis. A company that knows who it is and how it adds value for customers and prospects has a solid foundation for making those decisions. One that has an unclear position or, worse yet, constantly shifts position, has a difficult path in a challenging market. That’s why branding discussions need to go well beyond graphics and touch on the values and identity that are at the core of any successful company.
WHITE PAPER
Branding:
Living your Differentiation in a Web 2.0 World
One of the most important Other experts say that these tight clear vision of how they add value questions a company can ask definitions aren't really relevant for and apply that vision consistently itself is "what is our differentiation?" the many b-to-b companies that across their enterprise. Applying The reason is simple: it's how you do not have global superbrands. that brand vision across all define yourself in the minds of your Smaller companies often get available communications is the customers and beat the competition. their starts by filling gaps in the second part of that challenge. marketplace, meeting specific And living up to your marketing Beyond that, it's what guides needs, or providing high value communications by "living business strategy as you face at moderate price points. Many the brand" in all customer decisions and choices on a daily established B-to-B companies interactions is the third part. basis. A company that knows prosper by bundling a set of who it is and how it adds value products, services, capabilities The "Web 2.0" world of new for customers and prospects has and methods of doing business technologies offers the opportunity a solid foundation for making in a way that aligns with for deeper, richer, interactive those decisions. One that has an the needs of the market in a communications online. The unclear position or, worse yet, segment large enough to bring significance for B-to-B marketers constantly shifts position, has commercial success. They may is that more customers are a difficult path in a challenging not be "the best" at one thing, experiencing the brand online, market. That's why branding but they may provide the best and marketers tend to have discussions need to go well beyond package for those customers. responsibility for their company's graphics and touch on the values online presence. So we marketers and identity that are at the core As we noted in a previous white no longer have to push messages of any successful company. paper, B-to-B companies should out into the market and trust the seek to find a positioning that sales force or distributor channel Some strategists believe that is sustainable-difficult for to live up to our promises. Now there are only a few practical competitors to duplicate or surpass. we can actually create a customer ways companies can differentiate While a company may find it easy experience online that absolutely themselves, for example: to promote itself, for instance, as a does pay off the branding messages supplier who provides great value with a brand experience. . O perational excellence, at specific price points, it may expressing itself as either find that that positioning erodes What are some ways you can "live" low cost or high quality over time, as larger competitors your branding or positioning online?. P roduct leadership, usually or manufacturers from low-cost in developing new products Let's start with an "easy" example. countries rush to fill the gap. Say your differential is providing . Customer affinity, or the capability to plug your company Companies that deliver long-term low price and convenience for a good product. You want to build a into a customer's organization benefit for customers, channel partners, stockholders, and web experience that makes it easy and provide a high level employees typically develop a for your customers to understand service valuable to them and buy your product. Marketers the technology, new applications for a new generation of B-to-B that are strong operationally may and the like. You might also want audiences. "Internal branding" choose to offer mobile technology to offer RSS or direct technology has never been more important. to make it easier, faster and simpler to allow users to stay on top for customers to buy its products. of the latest developments in The bottom line? New technologies the industry. Or, long term, provide new opportunities to What if your positioning is that invite your best customers to deliver on your branding promises you want to partner with your participate as partners, of sorts, with a fuller, richer experience. Of customers to engineer enhanced in new product development. course, this is a two-edged sword, solutions? You would want to creating both the opportunity for feature plenty... [download for more]
