Why B2B Brands should spend more on building Brand Identity?
There’s a massive shift in the way that the B2B market functions today. The influence B2B brands have on customers, pushing them to avail a service, almost mirrors that of a B2C market. But oddly, a good percentage of said B2B SME’s don’t invest in building their brand identity, as they should.
The concept of Share of Voice has been around for about 50 years now. Predominantly being used in B2C marketing, this rule of thumb for consumer companies has NEVER failed.
What is Share of Voice?
Share of voice is simply how much conversation you own with your target audience in comparison to your competitors (paid advertisements). With the rise of social media, this conversation is measured across the internet, wherever your audience can hear from your brand.
In B2C marketing SOV (Share of Voice) has a direct relationship with the growth of a brand. It is observed that brands that give SOV higher priority that SOM (Share of Market) tend to grow and brands that give importance to SOM over SOV, tend to eventually decline.
Now you might argue that B2C is a whole different ball game. But we are here to tell you otherwise.
Spread the word
People try to sell you something, every day. Whether it is the timid girl at the mall asking you to try the perfume, or the flooding mails in your Promotional Inbox. Your power to purchase is being pulled in a million directions, yet, ultimately deciding what you want to spend money on isn’t that hard. Why? Because, you either have a need or there are certain brands that just stand out. You see them, you want to be a part of their inner circle, and you fall for all they have to offer.
It’s a battlefield out
there. Digital Marketers going on days of binge campaign creating. Designers,
putting war paint on their graphics. Copy writers are taking risky wordplay decisions.
It feels almost impossible to win this ‘War Of The Brands’.
Some brands are just family. Lay’s is one of those brands. The well-known chips and crisps brand have packaging designs that are seared into our brains. You see it at your local kiraana or grab it subconsciously during your supermarket run. If someone opens a packet of Lay’s in front of you (no matter how much air they fill it with) chances are you’ll reach out to grab a chip.