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McClenahan Bruer (McBru) defines brands, positioning and messaging to give tech B2B companies an unfair advantage.
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McBru Defines Brands, Positioning and
Messaging to Give You an Unfair Advantage
BRAND DEVELOPMENT
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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.
www.mcbru.com
www.mcbrublog.com
@mcbru
McClenahan-Bruer
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McBru
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LET’S START SOMETHING.