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McBru Defines Brands, Positioning and Messaging to Give You an Unfair Advantage BRAND DEVELOPMENT

McBru Branding Services

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McClenahan Bruer (McBru) defines brands, positioning and messaging to give tech B2B companies an unfair advantage.

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Page 1: McBru Branding Services

McBru Defines Brands, Positioning and

Messaging to Give You an Unfair Advantage

BRAND DEVELOPMENT

Page 2: McBru Branding Services

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McBru Branding ServicesMcClenahan Bruer (McBru) has its own way of doing things,

and that’s true of our brand development services. Based

on our deep understanding of technology and two decades

of experience influencing tech B2B audiences, McBru

approaches branding, positioning and messaging as a

contact sport, where the best and strongest ideas win. And

as a full-service, fully-integrated marketing, social media,

advertising and PR agency, McBru has both the scope and

the focus to help you strategically build your brand and

position your messaging to deliver awareness, preference,

and engagement.

In the fiercely competitive technology industry, having the

right market positioning, compelling key messages, and a

strong, distinctive brand can make the difference between

market leaders and also-rans. McBru, with its exclusive focus

on technology B2B marketing, has the tools and the smarts to

help you craft and grow brands that get business done.

BRAND VISION McBru conducts workshops with your senior management to frame a brand platform based on your key audience personae. This serves as the roadmap for brand implementation.

POSITIONING AND MESSAGING We flesh out a customized positioning and messaging matrix with “plug-and-play” messages targeting each audience to ensure consistency and resonance in customer communications.

BRAND IMPLEMENTATION Our creative group brings your brand to life: in a visual identity, logo, website, templates, whatever you need. Plus we can help you plan and execute a killer brand.

RESEARCH McBru researches what the market really thinks of your brand, and the qualities that potential customers care about most in your brand category.

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Tech B2B Brand ExpertiseA brand is one of the most strategic assets a business can

have, and helping our clients keep their brands fresh and

relevant is one of the most critical – and rewarding – jobs

we do here at McBru. We have extensive experience in

the process of developing, refreshing and evolving brands;

crafting messages and creative content to convey a brand’s

promise and value; and designing

logos, web sites and other visual

content to support and enhance

brand identity.

Branding, positioning, and

messaging for tech B2B

audiences is different than

building brands for consumer markets. High tech audiences

are highly educated and skeptical, and have a just-the-

facts-please attitude to most marketing information—they

don’t like to be marketed to. While the general lessons of

marketing still apply to tech B2B audiences, for branding

and marketing to be successful with self-professed geeks

you must apply deep-tech knowledge and smart, persona-

focused messaging.

At McBru, we help technology clients identify what’s

best and different about their companies and how their

products or technology bring value to customers. We marry

sophisticated technical knowledge and deep insights

into technology audiences with broad-based marketing

experience to create a robust, methodical process of

branding, positioning, and messaging.

Defining Your Brand McBru’s brand development process

is dynamic, smart, and research-

based. We recommend beginning

with a competitive analysis, as well as

We marry sophisticated technical knowledge and deep insights into technology audiences.

Rebranding, new logo, visual identity, website template, and blog.

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internal and external audits, to find out what the market really

thinks and how the client’s company is perceived. This data-

driven information is compiled and presented to key client

stakeholders before McBru conducts a Brand Vision workshop

with senior management. This workshop is a dynamic

brainstorming session that fully engages participants in a

series of lively discussions to identify critical elements of the

company brand, plus key audiences and customer challenges

and pain points. The results of this meeting are then compiled

into a Brand Identity Statement.

The McBru process is highly interactive, compelling executives

to think creatively and critically about how customers and key

audiences experience the company at every level.

Positioning and MessagingTo identify the company’s value propositions and

differentiators for each of its key audiences, McBru

conducts a second workshop with sales and marketing

executives. McBru then develops a positioning

and messaging matrix with relevant messages and

differentiated positions for these important audiences

and perspectives.

At McBru, we understand that to build preference,

positioning and messaging has to be two deceptively simple

things: highly relevant and highly differentiated. Relevant

Rebranding, new logo, visual identity, website template, and blog.

New logo, visual identity, website, collateral templates.

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messages tell potential customers how your products and

services bring them benefits and value and can solve specific

problems they care about. Messages that differentiate

tell customers why to choose your products over other

alternatives. While these distinctions may seem elemental,

they have real dollars-and-cents impact: Relevant messages

are what help build sales volume; and differentiation is

what makes premium pricing possible, particularly in highly

competitive or crowded markets.

Positioning and messaging is one of the most

important – and often least appreciated –

forms of marketing, and is the foundation on

which all successful communication is built.

Positioning and messaging can considered a

separate and discrete service independent of the larger

branding process, and in fact at McBru we suggest

reviewing and refreshing your positioning and messaging

on an annual basis.

Bringing the Brand to LifeAfter arming you with a robust brand identity statement and

positioning and messaging matrix, McBru stands ready to

develop a new or refreshed visual identity and implement a

brand awareness campaign. Our creative group can design

everything you might need to bring the new brand to life: a

Messages that differentiate tell customers why to choose your products over other alternatives.

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new visual identity, including a new logo and website, plus

branding guidelines, corporate touchpoints, and collateral

templates. After re-imaging is complete, McBru can

conduct an internal and external launch of your new brand

via brand awareness campaigns and demand generation

activities, all supported by an integrated content strategy.

You can choose the ideal mix of the following disciplines:

influencer relations and social media; demand generation

though advertising, email communication, and events; and

content development such as case studies, white papers,

videos, and product briefs.

Why McBru•At McBru, we focus exclusively on high-tech B2B

marketing. We’re tech experts and have the savvy

and depth of knowledge to help your company refine

its brand, hone your positioning, and polish your

messaging to reach your chosen audiences.

•McBru’s approach is to take best practices from

consumer branding and marketing and refine them for

tech B2B, so our branding processes are data-driven,

based on the realities of the market, and grounded in

knowledge of technology.

•We know your audiences. Not in some theoretical

sense, but with day-to-day familiarity that allows us to

understand their needs and concerns. We know how to

finesse messages and positioning to create preference

and awareness with high-tech audiences.

•McBru has extensive experience in technology branding

processes. We have developed proprietary, hands-on

methodologies that dig deep into your business culture

and engage your executive team in the creative and

challenging work of defining your brand and audiences.

•McBru’s branding services are not a one-size-fits-

all product. While we recommend our full branding

process, which is research-driven and propelled by

analytics, we can customize our services to suit your

specific needs and budget.

•McBru is a full-service agency, with in-house creative,

writing, and design expertise. We can quickly take

your brand and extend it into the marketplace through

advertizing, content marketing, influencer relations and

social media.

•Like everything we do, our branding processes are

designed with metrics in mind; our reporting and

analysis yield insights about the market’s awareness,

engagement, and preference for your brand.