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To successfully position your B2B company for success you need to have a Brand Promise based on a Big Idea.
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B2B Brand Promise: Your Big B2B Brand Promise: Your Big IdeaIdea
How to CreateHow to Create
CompetitiveCompetitive
DifferentiationDifferentiation
Important QuestionsImportant Questions
• How can you create competitive differentiation for your company?
• How can your make your company stand out from your competitors?
Bottom Line: A compelling brand promise is essential for creating a powerful marketing and sales engine.
Crafting Your Unique Brand PromiseCrafting Your Unique Brand Promise
• Create brand promise before starting a new campaign.
• Define your unique brand promise; it will be a guidepost for tracking tactical activities.
• Communicate it well so all of your marketing activities reflect your core promise.
• Keep your promise to clients and customers consistently.
What is a Unique Brand Promise?
• Brand Promise is what you promise people they will receive when they do business with you. It is based on what truly differentiates your company from others.
• Marketplace Position is "the manner in which an organization and the products or services it provides are perceived by prospects and customers."
• Big difference between the two ideas:• You control your own brand promise.• The marketplace controls your position.
• Align brand promise and marketplace position.
How is Your Product or Service Unique?
• Every company or organization (and each product or service they offer) has its own unique brand promise and position.
• Individuals can also have their own unique positions, which are often built upon and reinforced through social media.
Big Idea vs. Copy Cat Marketing
Don’t try to be all things to all people; ditch the “me-too” approach.
Focus on a Big Idea—uncover your own unique value
propositions.
Tell clients and customers why
your value propositions are true.
B2B Marketing Lesson
• Be different. • Find the Big Idea for your company and capture it
succinctly. Why? – To help your team create the best and most effective
marketing strategy. – To help your customers find your products and services
more easily in a cluttered media landscape. – Your marketing success depends upon it!
About Fusion Marketing PartnersAbout Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messagingWebsite optimizationContent creationLead generation
You Get This:Increased levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
