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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

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Looking for your next gig? Here are the key elements of a solid personal brand.

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We tend to put the onus for likeability on B2C brands, but while B2B brands may work to different dynamics and different decision trees, people still want to do business with people they like spending time with.

Intermediate/ Digest...

Here are 7 ways your B2B brand can increase other businesses’ inclination to work with you.

1. Build your authority – the fastest way to de-risk the decision to go with you is to show that you are a wise choice. Do that through story and demonstration not hype and hope.

2. Be uplifting – genuine energy is hugely infectious. People want to do business with brands that are passionate about what they do and the difference they can make.

3. Problem solve – it’s not about what you offer, it’s all about what they need.

4. Have real personality – Stand apart by presenting yourselves in a colorful and savvy way – in your actions and in your marketing.

5. Listen carefully – monitor the market, provide input, shape debate, engage with others and take onboard what you get back. Then share the insights you’ve gathered generously.

6. Start relationships early – expressing an interest in doing business with another brand and then exhibiting the patience to wait till a slot becomes available shows planning and discipline.

7. Open doors – making introductions that display no self interest reinforces trust and helps businesses perceive your brand as connected and enabling. You are part of the solution, despite the fact that you didn’t actually contribute directly in addressing the issue.

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Condensed...

People have always been attracted to brands with meaning, whether their experience of that meaning is tangible and functional or more of an emotional nature. Meaning drives volume; brands that stand for something meaningful and different in customers’ minds can generate five times more purchases than less meaningful brands.

But marketing plays a broader role in shaping a brand. It does not just manage to get a brand into a customer’s consideration set; it powerfully influences which aspects of that brand the customer notices and experiences. Good marketing helps ensure that brands are meaningful, different, and salient.

By working in ways like these to make a brand more meaningful, different, and salient, Marketing drives the positive consumer behaviors that yield financial value growth. Our analysis of the annual reports for 49 corporate brands found that the strongest brands returned an average of 31 percent more operating profit as a proportion of revenues than those that lacked meaningful differentiation. Additional analysis looked at changes in value market share over time and found that meaningful, different, and salient brands are also four times more likely to grow.

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Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too.

Digest...

Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.

However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths and hand out brochures, but now on top of that we have a whole new world of algorithms, apps and devices to master. To meet the new challenges, we need a new strategic approach, a new mindset and new organizations.

The above chart shows the three core brand objectives aligned with six tactical strategies. Mere platitudes and a “one size fits all” approach will not do, so once we’ve identified a particular area of need, we want to focus on building an approach designed for that specific task, rather than chasing the latest fad.