How to develop effective engaging B2B brand messaging

Overview of Branding Approaches

This article was first published on LinkedIn

When developing a company's brand, three primary approaches can be considered: the "In-House Inside-Out Approach," the "External Branding Agency, Top-Dollar, Top-Down Approach," and the "Bottom-Up Branding Approach." Each method offers distinct advantages and challenges. The right strategy is crucial, as it can significantly influence the company’s market perception, customer engagement, and revenue growth.

However, the most effective outcomes often arise when the creative expertise of brand professionals is combined with the customer-centric insights provided by the JTBD framework. This hybrid approach ensures brands resonate with their target audience while maintaining strategic alignment with business goals.

In-House "Inside-Out" Approach

Description:

The In-House Inside-Out Approach involves marketing and product teams developing the brand message internally, relying on their perceptions of customer needs without direct customer consultation.

Pros:

1. Cost-Effective: Internal resources keep expenses low.
2. Quick Execution: The process can be implemented swiftly.
3. Internal Alignment: The brand aligns closely with company vision and culture.

Cons:

1. Bias and Assumptions: Internal biases may lead to misaligned messaging.
2. Lack of External Perspective: Missed insights from customer feedback.
3. Risk of Misalignment: Messaging may not resonate with the audience.

Example:

A B2B software company created a campaign emphasizing speed and efficiency, assuming it was the top priority for clients. Feedback revealed clients valued reliability and customer support more, leading to a disconnect between the brand message and customer expectations.

External Branding Agency, Top-Dollar, Top-Down Approach

Description:

This approach involves hiring an external branding agency to develop the brand strategy. The focus is often on the aspirations of investors and executives, with limited customer input.

Pros:

1. Professional Expertise: Agencies bring advanced branding skills.
2. Fresh Perspective: Identifies opportunities internal teams may overlook.
3. Investor Appeal: Aligns branding with marketability for investors.

Cons:

1. High Cost: Top-tier agencies can strain budgets.
2. Superficial Understanding: Limited customer interactions reduce depth.
3. Fixed Methods: A templated approach may lack flexibility.
4. Focus on Glitz Over Substance: Emphasis on visuals over customer relevance.

Example:

A logistics firm hired a branding agency to prepare for investors. While the new message appealed to stakeholders, customers found it disconnected from their real-world experiences, damaging trust.

Bottom-Up Branding Approach

Description:

The Bottom-Up Branding Approach involves in-depth interviews using the JTBD framework with ideal customers. This approach identifies customers' struggling moments, desired outcomes, and adoption journeys, often guided by an external consultant.

Pros:

1. Customer-Centric: Ensures the message resonates with the audience.
2. Concrete Data: Insights are based on real customer experiences.
3. Long-Term Value: Builds trust and loyalty for sustained growth.

Cons:

1. Time-Consuming: Requires significant time investment.
2. Higher Initial Cost: Involves hiring a consultant for JTBD analysis.
3. Complexity: Integrating detailed insights into cohesive messaging can be challenging.

Example:

A professional services firm conducted JTBD interviews and discovered clients valued proactive problem-solving over general expertise. Rebranding to highlight this differentiation increased client satisfaction and loyalty.

The Best of Both Worlds: Combining Expertise and Insights

When brand experts embrace the bottom-up JTBD insights, the result is a powerful blend of strategy and authenticity. Top-down branding expertise ensures alignment with the company’s goals and creative aspirations, while JTBD interviews ground the strategy in customers' real needs. This combined approach allows businesses to craft a brand message that resonates emotionally and aligns strategically, bridging the gap between customer realities and executive vision. It’s a method that delivers authenticity, connection, and long-term success.

Summary and Recommendation

The three branding approaches offer unique advantages and challenges:

1. In-House Inside-Out Approach: Cost-effective and fast but prone to internal biases.
2. External Branding Agency, Top-Dollar, Top-Down Approach: Brings expertise and creative flair but can lack depth and customer focus.
3. Bottom-Up Branding Approach: Deeply customer-focused and data-driven but time-intensive and complex.

The most impactful strategy combines the strengths of top-down branding expertise with bottom-up JTBD insights. This hybrid approach unites creative vision with customer realities, ensuring a brand strategy that resonates deeply while aligning with business goals.

By adopting this combined approach, companies can craft authentic, customer-driven brands that build trust, foster loyalty, and drive sustainable growth. It’s a method that demands effort and collaboration, but the long-term rewards far outweigh the challenges.