Brand is incredibly important for any business, but for a B2B company, it can be absolutely crucial. When most beginning marketers think about brand, they probably think about a company’s logo, or maybe a jingle that they heard on the radio, or at the beginning of an online video. In truth, brand goes much deeper than that.
For a company to build a truly successful brand, Strategy suggests that you focus on every single piece of a customer’s interaction with your business. Start with what happens when they first visit your website, and view every step of their interactions, right up until their order is completed. Even your follow-up call, to confirm that everything was completed to their satisfaction, can be part of your brand…
