Beyond Features: How Brand Positioning Drives B2B Sales Success
Shifting from feature-focused sales pitches to value-driven conversations through effective positioning helps B2B companies demonstrate real business benefits to prospects.
Journal
Articles by Stewart Steel
- Brand Strategy
- Creative Expression
- Brand Architecture & Naming
- Product Positioning
- Brand Foundations
Aligning Brand Consistency Across Channels
Chris, Julie and Stewart dive into one of the most common challenges businesses face: how to communicate their brand consistently across different channels, regions, and markets.
Taming the Product Portfolio Beast: Simplifying B2B Offerings
In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses.
How Should You Update Your Brand?
Going through a brand refresh is fraught with challenges.
Digging For Business Trends
Trends. You can't escape them, and you are certainly influenced by them. One way we look at trends affecting what we do here at Good is to look at the types of enquiries we're getting in and see how they change over time.
The Theory and Practice of Brand Architecture
The theory around brand architecture is well documented.
Building Brand Leadership
Over the years, we’ve been lucky enough to work with brands that are all on board with what brand can add to their business.
Do You Need Advanced Brand Strategy?
Ever opened a head? Like, a human head. With a bonesaw. Then gone in and fixed that brain inside the head? No? Probably because it sounds hard, like brain surgery. It is hard. It's, you know, brain surgery.
Brand Guideline Guidelines
We chat with Mike Hunter, our associate design director here at Good, about the dos and don'ts when it comes to what many businesses see as the end of the brand process, the brand guidelines.
The Power of Positioning
Stewart's in the US! Chris is at home! Julie is at home!
Tales from the Brand Trenches
We're not playing around, we're diving deep into the trenches of practical brand strategy.
The Value of B2B Brand Values
In this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed.
Brand Clarity: Simplifying Your Portfolio
In this episode, we tackle the issue of 'brand confusion' and its impact on sales.
What to do when your sales team stop selling
Let's start by setting the scene with a couple of assumptions.
Why Doesn't Private Equity Get Brand?
We work with private equity businesses that understand the value of a clearly articulated brand.
Brand Mistakes Made By B2B Tech Firms
We've been looking into the world of business to business tech firms, and we've noticed some patterns in how they deal with brand that could be losing value in their business.
What's Your Real Competiton?
Your competition is another company; it's the status quo.
The Brand Workshop
Too often, we focus on the end result when it comes to brand. Instead, it's helpful to reflect on one of the critical milestones in the journey, the kick-off session, the brand workshop. We dive into what makes a good brand workshop, the reason for doing it and how to improve the session's outputs to ensure great work is built from it.
The Mission's Critical
Everyone swoons at a vision. Everyone gets into the value. But the mission? It's the middle child that people love but don't understand. We get into what we mean by 'mission', why it's central to a brand and how it should be used within your business.
Why Brands need a Serious Brand Strategy
The title says it all. We go into the brand strategy, what it means to be serious about it and why we think there needs to be more critical thinking around it.
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
Setting out your Brand Mission
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Creating your Brand Vision
Defining your brand starts with your vision. We look at the best approaches to creating a meaningful vision that's ownable to your business.
Do You Need a Brand Purpose?
We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.