In many cases consumers buy the brand and not necessarily the product. While many associate this with B2C companies, the same can hold true for B2B organizations. Recently, SiriusDecisions introduced their brand management framework and broke the process into three key sections; awareness, perception and preference. Managing and measuring each aspect efficiently and accurately will greatly affect the clout your brand has in your given market. Here we explore how to improve your brand’s awareness, perception and preference.

Increase Brand Awareness

Awareness refers to your overall reach and how that reach compares with your competition. Increasing the reach of your brand can be done through a variety of different methods. Social media campaigns aimed at building your following, hosting and attending events and large-scale email campaigns are all ways to widen your reach. Strategic partnerships that allow you to be featured on another company’s website and social pages can be especially effective so long as they target the same audience that you do.

Manage Your Perception

Your brand’s perception is essentially how your audience feels about your company and will hinge largely on your reputation. Some steps you can take to improve the perception of your brand include community involvement, charitable donations, case studies and simply implementing ethical business practices. Being transparent and honest with your prospects and customers will have a tremendous impact on how your brand is viewed and can greatly increase the business you gain through referrals and word of mouth advertising.

Make Your Brand A Preference

Preference is measured by engagement, loyalty and how likely a customer is to advocate on your behalf. This is a direct indicator of how well your product or service addresses the pain points of your clients. The better you deliver on your promises, the more likely a customer is to remain loyal and refer business to your organization. This can be achieved by focusing on the customer experience as well as results. Managing expectations and being forthright about the uses and limitations of your product or service is essential in this process.

Building your brand in today’s market can be a complicated and time-consuming process. However, if your marketing strategy is on point, your brand will largely take care of itself.  Click below to schedule your free marketing assessment today.