Branding is all about establishing your identity, showing your value and differentiating yourself from the competition. Most brands have a list of differentiators for their different products and services, but what makes your BRAND different? What sets you apart and makes you appealing on a more personal level? Here we dive into several ways to differentiate your B2B brand.

Sustainable Technology And Green Business Practices

“Sustainable Technology means improving our social and environmental footprint at every stage of the product life, from raw material extraction to end of life. Raw materials. Our responsibility begins with the raw materials we use, which are all sourced in line with the latest environmental and social guidelines.” Making it so your company is producing products in an environmentally friendly way is a marketable attribute that will appeal to a wide audience.  But there is still more that can be done. “The minimization of waste and emissions and reductions in material and energy inputs are the most important environmental aims. Sustainable technological development and innovations do not automatically lead to total reduction of environmental burden of industrial production.”

Ideas for developing sustainability include:

• Be Intentional About Sustainability
• Partner with Employees
• Water And Electric Conservation
• Sustainable Suppliers
• Develop a Recycling Program
• Chemical Management
• Purchase Only Energy Efficient Products
• Develop Sustainability Work Policies

Community Involvement

“Do companies have a responsibility to their communities? The resounding answer is yes! Companies, no matter the size, do not operate in a bubble. The decisions a company makes impact their employees, customers and vendors, all of whom are part of the communities they serve.”

Some key benefits of community involvement include:

• Strengthen your reputation
• Create positive goodwill
• Gain the respect of your employees
• Network and create connections with other local businesses
• Set your business apart from your competitors
• Increase Brand Awareness
• Build Trust with the Community
• Leverage Local Ties
• Improve Employee Morale
• Attract Local Talent
• Foster a Culture of Collaboration

Thought Leadership

“Thought leadership content can help anyone involved in the business decision making process to gain alignment across their company regarding the problems they are facing. It can help them to “name” the problem. For marketers, Thought Leadership allows us to define the category of our solution.”

Some tips for becoming a thought leader include:

• Make Yourself Accessible
• Don't Stop Creating Content
• Maintain a Strong Online Reputation
• Collaborate with Other Influencers
• Make Things Personal
• Love What You Do
• Be Humble and Generous
• Choose Engagements Wisely

Niche Strategy

“With a niche strategy, you leverage your expertise in one area to stand out from your competition. You may provide other products or services, and you may serve a broader audience, but specializing in one area helps you to distinguish your business.”

How to find your niche:

• Check the Niche Market Value
• Look into Past & Current Trends
• Identify the Problem of Your Niche Market
• Find Ample Products to Promote & Sell
• Check the Audience's Will to Pay

Company Culture

“Your customers want to feel a connection with your brand, and it's your culture that will forge this bond. When you define culture, you're also defining your company's values and goals. These will contribute to your company's mission and show your employees and the public what is most important to the brand.”

A few ways to improve your company culture include:

• Establish Clear Company Values and Goals
• Offer Flexibility
• Empower and Encourage
• Promote Trust
• Integrate Modern Tech to Ease the Job
• Establish a Strong Team Relationship
• Hear What Your Employees Have to Say