Expert Circle
  • Get Featured
  • Content platform
  • Media Pack
  • About Us
No Result
View All Result
Expert Circle
No Result
View All Result
Home Marketing

B2B Marketing: Why I should have started with branding

by Paul Walker
July 7, 2023
in Marketing
Reading Time: 4 mins read
0
B2B Marketing:  Why I should have started with branding
2k
SHARES
6.8k
VIEWS
Share on LinkedinShare on Twitter

Starting a business is crazy tough but I’ve made it into my fourth year, have repeat customers, am winning new business and seem to be doing OK.  To give some context, this is a UK B2B video production business.

Now I’m at the stage where I’ve moved to brand the business and in doing so, I feel a little sheepish.  Because with all my years of B2B experience including previously starting up a successful business, I simply overlooked branding.  I put it down as something I should get around to once my demand gen was in place.  And the reason I feel silly is I’ve realised that I was completely wrong.  That branding is absolutely critical to a B2B business and in reality is the single most important element in getting a B2B business to take off, especially one that is competing in a crowded market.

Impact of Branding in B2B Business

Branding, especially in B2B, is easy to overlook, even for larger businesses.  Because I’m not talking about the logo or the font.  What I’m talking about is the essence of the solution. For a small business, getting the marketing around this right makes an immediate, massive difference.

The primary reason it makes a huge difference is it makes a business stand out, and in a sea of competition, this is critical.  It also focuses on marketing, so it appeals to ‘ideal’ customers and improves our ability to close sales significantly. Finally, as a business, it assists us in defining what we do, and this focus helps us deliver better solutions to customers.

More than anything else, if branding is done well, it improves every aspect of marketing and sales and this immediately makes an impact on lead generation and closing more business.

To give a simple example, a simple slogan makes us stand out. While everyone else is saying ‘UK Video Production,’ our slogan is ‘Inspire, Educate and Entertain.’ It allows us to differentiate and elevate ourselves. When a prospect is shortlisting 3 different video production houses to choose from, it makes us significantly more memorable in a very positive way. It also really hones in on what we do well and allows us to win more business. Again, as an example, a construction company called us to shoot a health and safety video. So, despite our inexperience in this area, we beat the competition because our customer wanted something that was more than simple ‘education,’ rather they also wanted to inspire and entertain. So, our simple slogan improved our proposition in the buyer’s mind who, let’s face it, can’t tell the difference between one B2B video production outfit and another.

Another example is marketing focus and effectiveness.  Our branding makes it much easier to create marketing, and the collateral itself becomes more powerful.  This is a piece of marketing (among many) that allowed us to create awareness and created incoming enquiries.  The focus becomes evident, and the marketing becomes more powerful: Watch the video. 

So sure, demand gen’s important but if I could go back in time to the start of my business, I would start my marketing with branding and allow everything to flow from that.  Because it makes all the difference to the business, brings tremendous focus and allows us to stand out in a positive way.  Most importantly, it generates sales.  And for a startup, sales is everything.

For more useful content, check out our marketing blog.

Paul Walker

Founder at FnX Media

Share138Tweet493Share789SendShareSend

Paul Walker

Founder of a startup, www.FnXMedia.com - UK Video Production.

Related Posts

getresponse
Marketing

Why GetResponse? Choosing the Best Marketing Platform – A 2023 Review

September 25, 2023
8
Expert Opinion: AI in marketing
Collaborative Articles

Collaborative article: AI in Marketing – Blessing or Curse?

September 11, 2023
31
SEO
Marketing

Why You Should Use Expert Circle to Unlock Your SEO Success

September 18, 2023
12
Ad manager best practices
Marketing

Essential Guidelines for Hiring Ad Managers

September 11, 2023
571
How to Develop a Content Strategy: Insights from Expert Panellists on Quality Content, SEO, and Cultural Influence
Marketing

How to Develop a Content Strategy: Insights from Expert Panellists on Quality Content, SEO, and Cultural Influence

September 18, 2023
303
Mastering Web Content: A Comprehensive 10-Step SEO Guide
Marketing

Mastering Web Content: A Comprehensive 10-Step SEO Guide

June 23, 2023
803
Effective Networking
Marketing

Write an Article: The art of effective networking and relationship building

September 18, 2023
37
How social listening and 3rd party conversations boost brand reach (and how they could work for you)
Marketing

How social listening and 3rd party conversations boost brand reach (and how they could work for you)

September 18, 2023
298
A B testing in marketing
Coaching and Mentoring

The ultimate guide to content marketing for coaches and consultants: A/B Testing part VI

September 18, 2023
281
The ultimate guide to content marketing for coaches and consultants: How to choose the right Call-To-Action part V
Marketing

The ultimate guide to content marketing for coaches and consultants: How to choose the right Call-To-Action part V

September 18, 2023
631
Next Post
5 Best Practices to be Ahead of the Game in Content Marketing

5 Best Practices to be Ahead of the Game in Content Marketing

Expert Panel: The Power of Storytelling in Content Marketing

Expert Panel: The Power of Storytelling in Content Marketing

Facing into the Storm Together – Team Coaching in Partnership

Facing into the Storm Together – Team Coaching in Partnership

Advertisement

Black Friday Week 2021 v2

Categories

  • Book and Movie Club (27)
    • Book Review (18)
    • Movie review (3)
  • Business Management (45)
    • Accounting (2)
    • Careers and Education (7)
    • HR & Recruitment (12)
    • Startup (6)
  • Collaborative Articles (19)
  • Current Affairs (21)
    • Notes From Ukraine (21)
  • E-Books (1)
  • Finance (1)
    • Investing (1)
  • Leadership (52)
    • Coaching and Mentoring (8)
    • Motivational (13)
  • Lifestyle (10)
  • Marketing (79)
  • Sales (4)
    • Objection Handling (1)
  • Share your expertise (18)
  • Uncategorized (1)
  • Write an article (27)

Leadership

3 peaks
Leadership

Why Team Challenges, like the 3 Peaks Challenge, are Crucial for Strengthening Client and Company Relationships

by Andy Hale
September 22, 2023
0
8

In modern business where innovation and collaboration are paramount, the significance of fostering strong relationships with both clients and within...

Read more
KPIs

Collaborative article: Which KPIs Should You Track to Keep Your Team Accountable?

September 11, 2023
43
HR

Unlocking Competitive Advantage: The Critical Role of ‘Time to Proficiency’ Metrics in HR

September 12, 2023
9
Enhancing Workplace Productivity: Expert Insights on Building a Productive Culture and Implementing Strategic Changes

Enhancing Workplace Productivity: Expert Insights on Building a Productive Culture and Implementing Strategic Changes

August 18, 2023
204
Unlocking the Power of Mentoring and Coaching: Expert Insights on the Benefits

Unlocking the Power of Mentoring and Coaching: Expert Insights on the Benefits

August 18, 2023
186
Improving Sense of Belonging in Organisations: Expert Insights for Success

Improving Sense of Belonging in Organisations: Expert Insights for Success

August 18, 2023
55
A B testing in marketing

The ultimate guide to content marketing for coaches and consultants: A/B Testing part VI

September 18, 2023
281
Audience Engagement Strategies

The ultimate guide to content marketing for coaches and consultants: Marketing Strategies part II

September 18, 2023
218

Marketing

getresponse

Why GetResponse? Choosing the Best Marketing Platform – A 2023 Review

by Tilly Little
September 25, 2023
0
8

In digital marketing, businesses are always striving for the attention of their target audience, the importance of effective email marketing...

Expert Opinion: AI in marketing

Collaborative article: AI in Marketing – Blessing or Curse?

by Rasika Deshpande
September 11, 2023
0
31

In the ever-evolving landscape of marketing, AI in Marketing has emerged as a game-changer. Technological advancements in marketing have consistently...

SEO

Why You Should Use Expert Circle to Unlock Your SEO Success

by Expert Circle
September 18, 2023
0
12

In digital marketing staying ahead requires a strategic approach that leverages the latest tools and techniques. While social media has...

Ad manager best practices

Essential Guidelines for Hiring Ad Managers

by Larysa Hale
September 11, 2023
0
571

In today's digital landscape, the importance of hiring a trustworthy ad manager cannot be overstated. Unfortunately, many businesses have fallen...

How to Develop a Content Strategy: Insights from Expert Panellists on Quality Content, SEO, and Cultural Influence

How to Develop a Content Strategy: Insights from Expert Panellists on Quality Content, SEO, and Cultural Influence

by Tilly Little
September 18, 2023
0
303

We called experts from across the country to contribute to our panel question “How to develop a content strategy”. The...

Business Management

  • All
  • Business Management
KPIs
Business Management

Collaborative article: Which KPIs Should You Track to Keep Your Team Accountable?

by Rasika Deshpande
September 11, 2023
0
43

The first question that arises when we think about team productivity is: How do you ensure your team stays on...

Read more
Embark on an Exciting Journey in Industrial Engineering
Careers and Education

Embark on an Exciting Journey in Industrial Engineering

by Andy Hale
July 17, 2023
0
152

Are you on the lookout for a career that combines innovation, problem-solving, and a meaningful impact on society? Look no...

Read more
Decoding AI in Recruitment: Spotting ChatGPT in CVs – 7 Unmistakable Signs
Business Management

Decoding AI in Recruitment: Spotting ChatGPT in CVs – 7 Unmistakable Signs

by Larysa Hale
July 14, 2023
0
475

In today's AI-driven job market, an eye-opening trend is unfolding. A recent poll reveals that a robust 88% of job...

Read more
  • Terms and Conditions
  • Privacy Policy

© 2021 Expert Circle

No Result
View All Result
  • Get Featured
  • Content platform
  • Media Pack
  • About Us

© 2021 Expert Circle

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.