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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