Transcript: Braver B2B Workshop Transcript | Key Points
Introduction
Welcome, everyone, to our braver B2B workshop. This is the first in a series of small think tank discussion groups that we're hosting. Today, we're going to dive into what it takes to stand out in a world where the lines between brands often blur into a sea of sameness. Our goal is to explore how we can push the envelope without tearing it.
Speakers:
- Andrew Deetz: Partner in Creative Influence (marketing strategy communications firm)
- Natalie Springfield: Partner
- Rick Julian: Founder of QV brands, alliance partner
Key Points
1. The Sea of Sameness
- Many brands in B2B tend to look and sound the same
- Example: Global law firms with similar branding
2. Breaking Through
- Importance of distinctive branding
- Leads to more attention, curiosity, clicks, and ultimately revenue growth
3. Heart, Humor, and Humanity in B2B
- B2B decision-makers are humans too
- Importance of connecting on a personal level
4. Positioning and Being Famous for Something Specific
- Who we're talking to (specific audience)
- What problem we solve
- Taking a stand for something different
- Demonstrating your difference
5. Examples of Bold B2B Branding
- FedEx: "When it absolutely positively has to be there overnight"
- BASF: "We don't make a lot of the products you buy. We make a lot of the products you buy better."
- Brick Industry Association campaign
- Blendtec: "Will It Blend?" videos
- Tensar: Tank Town USA demonstration
6. Overcoming Objections to Bold Branding
- Address concerns about insulting or alienating the audience
- Show the financial benefits of bold branding
7. Personal Branding in B2B
- Importance of authenticity and personality
- Example: Sarah's "Bring Out Your Badass Self" podcast
8. Creating Signature Content
- AlixPartners' Disruption Index
- Annual survey-based report on disruption in business
9. The B2C Approach in B2B
- Recognizing that B2B buyers are also consumers
- Merging B2C and B2B approaches in branding and experience
10. The Impact of Bold Branding on Sales Teams
- Increased confidence and swagger in sales pitches
Conclusion
Bold branding in B2B can lead to increased attention, more effective communication, and ultimately, better business results. It's important to balance professionalism with personality and to remember that even in B2B, we're still communicating with humans who appreciate heart, humor, and humanity.
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