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
Podcast
We're talking about brand. We're even trying to define it. Understand what makes a good brand and how you can make your brand better. Views, thoughts, and commentary for clients and agencies.
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.
The Theory and Practice of Brand Architecture
The theory around brand architecture is well documented.
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.
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.
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.
Brand Strategy is Business Strategy
If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.
Building Sustainability into Your Brand
We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.
Brand Definitions
Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.
Content vs. Brand
Brand's where the fun is, content's where the work is. But what's more important? There's is only one way to find out. FIGHT!
What's Love Got To Do With It?
We're looking at the thorny issue of "Brand Love". Is it something useful? Is it a nonsense? Can it be measured? We chat it through.
Is Sustainability Damaging Brands?
Yes, that’s right, you read that right. Sustainability is important, we’re not arguing that, but are brands getting their messaging around it right? We’re seeing some trends and we’re not encouraged. Oh, we also have our longest prepod but trying to edit it was a nightmare so, yes, five minutes of ‘banter’ before we get into the good stuff. Let us know what you think. About the sustainability chat, not our prepodding.