Brand recognition and awareness play a huge part in building credibility with your customers and developing new clients. Considering your brand marketing strategy is especially important as your company entering its growth phase.

Brand recognition, continuity and messaging need to be careful planning, ensuring your potential new client’s first impression of your business is long-lasting and supports your sales message. Wouldn’t it be better and more effective if your prospect had already heard of you? That way, instead of describing your company, you could spend time describing your offering.

Brand Marketing builds credibility

People buy products they like from companies they know and trust. Think Apple, Amazon and Starbucks or B2B companies such as Intel and GE. In today’s market, brand credibility is your competitive advantage.

Brand Marketing adds value

Founders and business leaders are constantly looking for financiers to support their growth and exit strategies. Investors view a company as a whole before investing, not just its product or products. They also consider corporate reputation, the CEO and founders’ credibility and financial performance before making an investment decision.

Having helped many start-ups change strategy and rebrand for various reasons, it’s key to invest in creating a corporate brand — a brand that customers can believe in and with leadership they can trust. The more you invest in the corporate brand, the higher the overall value.

Brand Marketing engages customers

In today’s digital era, B2B buying decisions are changing dramatically. B2B buyers are now as empowered as consumers. Ultimate buying decisions, and how businesses interact with vendors are changing.

According to analyst firm Forrester, 90% of businesses start their purchases with a search, and 74% conduct half of their research online before making an offline purchase.

Research also indicates that most B2B customers don’t begin to engage directly with suppliers until they are about 50 to 60% through the customer journey. Your brand is working for your business long before any conversation is started with a potential client.

Marketers, therefore, have to design strategies that educate and engage customers, not “sell” to them. Content should be interesting and search optimised for digital discovery.

Building your brand is key to driving sales, boosting partnerships and accelerating growth. You want customers to trust your name, be eager to learn more and be proud they can rely on your brand to run their business. Consider brand building as a long-term commitment and investment — not an expense. Your Brand Marketing Strategy needs very careful consideration and goes deeper than font choice, colour messaging, instead, it exists as the very core of your business ethos and how it is perceived in the market.