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Established 2009

5 Strategies for Creating a B2B Cult of Personality


While the cult followings enjoyed by brands like In-N-Out Burger, Trader Joe’s and Apple may be difficult for non-consumer businesses to achieve, there’s no reason why B2B brands should consider themselves limited when it comes to tactics they can employ to craft a strong, personality-rich brand image.

Too many B2B companies, however – in many cases because no one else in their industry is employing what might be seen as a revolutionary branding tactic. Yet the very fact that “no one else is doing it” actually represents an incredible opportunity for your business. Let’s take a look at strategies you can access to help you pull off a branding transformation:

Get to know your best customers.
It’s hard to be a rock star in an arena full of country music fans. So it’s important that you find out everything you can about your best customers – their motivations, ambitions, and more – before you set out to craft your B2B brand image. Once you better understand your customers, you?ll know what traits they’re looking for in B2B brand superheroes.

Celebrate your brand assets.
Don’t overlook the aspects of your brand experience that set you apart. Does your company rock the house when it comes to meeting deadlines? Do you knock out spreadsheets like nobody’s business? Even though most B2B brands can’t offer a “what happens in Vegas” type of brand experience, that doesn’t mean you can’t transform the things that your business does best into focus points of your overall brand experience – even if those things aren’t inherently exciting.

Don’t be afraid to loosen your tie.
While some B2B companies have industry pressures that require them to maintain a button-down image, other companies are only limited by their own vision and creativity when it comes to brand storytelling. If your business falls into that category, think about reinventing or crafting a B2B brand image that takes a few risks or employs some humor in its brand storytelling.

Borrow good ideas from non-competitors.
Spend some time researching B2B brands in other industries or in niches of your own industry that you don’t occupy. If you come across some companies who really stand out when it comes to the kind of brand storytelling they’re employing on their websites, social media platforms, or advertising, make note of their tactics and consider ways you can replicate their best practices into your own branding and marketing.

Highlight your team’s personalities.
Besides the old adage that “people do business with people, not companies”, putting the spotlight on your team members can go a long way towards punching up the personality in your brand image. Website profiles, Q&As you post on social media, and video interviews are just a few of the ways you can help your customers get a sense of the people who make your company go.

Also, don’t overlook the power of marketing mascots (think the GEICO gecko, Tony the Tiger, Betty Crocker, the Burger King monarch). Whether you love ’em or hate ’em, mascots can really make a difference when it comes to injecting your brand with a highly identifiable image, and since most B2B companies never think of using them, the use of mascots is a tactic that can really help you stand out.