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Five Steps to Clearly Defining Your Brand in a Digital World

September 29, 2011  

As information disperses across a thousand channels, clearly defining your brand becomes more important than ever. Yet many B2B companies "still don’t have a clear understanding of what their brand really means," says Aaron Pearson at the B2B Voices blog.

How can you delineate your brand so it will withstand the deconstructive powers of the digital world? The secret lies in defining its higher-level benefits, Pearson explains—those that transcend your products and have "proven timeless" for clients.

Based on Pearson's insights, here are five steps to developing a strategic brand framework that clarifies your brand's higher-level benefits:


Define your brand vision. Articulate the aspirations for your brand. Why are you undertaking a branding initiative right now?

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  • by Clelia Fri Sep 30, 2011 via web

    So as far as I can understand we are talking about the so called "product market fit". So this procedure it has to be an extrovert one? I mean in order to define the brand someone has to be close with the possible users in order to receive reactions in each different actions?Is this one the only way? :-)

  • by Ford Kanzler Fri Sep 30, 2011 via web

    To whoever wrote this (why no by-line credit?), suggest what's missing from this process is checking what competitors are saying about themselves. Marketers need to do more than research customer attitudes and preferences or look internally at the benefits they bring to the market. Developing a communications strategy is an outside-in process. If a position has already been claimed and established by a competitor, a different position will have to developed that defines your brand. Two brands cannot occupy the same position.
    The good news is quite often various players in a market segment are entirely undifferentiated and all claiming the same meaningless buzzwords. The opportunity is ripe for a brand to set itself apart based on a single key value to customers, not a laundry list of them.
    I get into this in greater depth in my just-published book, "Connecting the Mind and Voice of Business."

  • by Rich Fri Sep 30, 2011 via web

    I'm sorry, I guess I am stupid or blind, but how do you print these articles so that they print out in a readable form? I don't see a "printer friendly" icon and when I go to "file, print", I need a magnifying glass to read it.

    Am I just missing the print icon somehwere???

    Thanks for your help!

  • by Vahe, MarketingProfs Fri Sep 30, 2011 via web

    Hi, Rich. I'm pretty certain you're none of those things... Our Get to the Point newsletters, which are replicated as short articles here, on the main MarketingProfs site, don't have a print function--yet. We're working on it.

    In the meantime, you might try to print out this version (I'm not sure you'll have better luck, but it's worth a try): http://www.marketingprofs.com/news/b2b-marketing/index.asp?nlid=2381&cd=dmo...

  • by Rich Fri Sep 30, 2011 via web

    The version from the link worked. Thanks for your reply!

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