B2B Build Back Better with a Brand-First Approach
From the UK’s Prime Minister Boris Johnson to President Jo Biden and New Zealand’s Prime Minister Jacinda Ardernthe, the slogan ‘build back better’ is being used across the world right now. The phrase suggests a fairer and more prosperous future awaiting us after our recovery from the coronavirus pandemic.
This phrase, however, is not only being used by politicians, businesses and corporations are also starting to adopt this phrase as a mantra in their messaging and values. The World Bank used the phrase in a report highlighting the need to “build back better” in poor communities.
What does this really mean though, well traditionally this phrase was used as a strategy in the wake of natural disasters and shocks – the idea of a long-term rebuilding and sustainable restoration of critical infrastructures i.e., housing, facilities and livelihoods of a community affected by the disaster.
In the wake of the pandemic, we can see why businesses are now looking to assume this ideology and make plans for how they can bounce back stronger than before.
But how do we in the business world build back better?
Here at Creative Clinic, we believe that:
one of the most important steps is to adopt a brand-first approach to your business or organisation
with many industries being put on pause, there’s an opportunity to take a step back and revaluate your brand
it’s important to ensure marketing platforms and strategies have brand synergy
all brands should look at whether we are communicating with our target market in the most effective way possible
What is brand?
Branding is the first channel used by businesses to demonstrate their USP and signify their identifiable mark. A brand is compiled of many different elements including, the obvious visual element as well as brand language, messaging and overall approach.
Communicating your value as a brand and business to your target market is the most important piece to building back better and the way we do this first and foremost is through a strong brand. We believe that this is true for B2C businesses as well as B2B businesses.
It’s typical in the B2B sector, to only go as far as the logo when it comes to branding but it’s so important to push your brand further than that. Your brand is critical to business success and evolving your brand into a meaningful asset that can be used across many business growth channels that need to be employed when building back better. This is essential and something Creative Clinic are experts at!