Blog Post

The Value of Brand Transparency to Your Buyers

  • By Mark Baker
  • 26 Oct, 2015

Long before you open for business, you should be planning your B2B branding strategy to avoid branding tweaks while you’re in operation. Getting your branding message just right is imperative because buyers are more apt to research you long before you have any personal engagement with them. They’re savvy enough to know that with all the competition out there, they need to do as much research about you, as you need to do about them.

In today's B2B climate, buyers don’t have a lot of spare time, so they need to distinguish quickly whom they should give their business to. Stand out from your competitors by having your brand already set in place on your website—even before you do any direct marketing.

Keep in mind that branding doesn't always mean providing something visual or tangible; branding can also mean creating concepts. One of the most important concepts is the act of transparency. Demonstrate brand transparency to your customers through the marketing content that you create. Present your character and values, and demonstrate exactly how your company solves business problems.

SHOW YOUR CHARACTER

Far too many B2B companies think they can't develop character in their brand just because they sell products that aren’t exciting to an outsider. To a buyer, however, your products aren't boring. Your products are essential to helping them solve major problems, and to becoming more successful. Develop character in your branding by showing that you have a keen awareness for what your buyers need, and by being responsive to how your industry is changing.

Transparency will enhance your character, particularly when you let buyers take a look behind the scenes of your company. Create videos of your production process, and highlight the people on your staff to demonstrate the human side of your business.

In these transparency videos, make sure that you put your best face forward. But if the people who work for you don’t have great presentation skills, don’t over-manage them. They should be personable and knowledgeable, but let them be real—even if they’re not perfect. This works to your benefit because it shows them as real people rather than slick actors.

SHOW YOUR VALUES 

Transparency in your branding also needs to show what your values are. This can be done in a compelling way through the act of storytelling and talking about the reasons why you started your B2B business. This will help a buyer determine what you truly stand for, and not just that you want to make a profit.

The products you sell will speak volumes about your values, too. On your website, be clear about what makes your product different from others on the marketplace. Provide easy-to-read information about the essential elements of your product, and highlight any stand-out features that prove you are listening to what your industry needs, and that your values are in the right place.

Just make sure all the content about your products is easy to find, read, and comprehend, and that it’s mobile-friendly.

HONE IN ON ONE BUSINESS PROBLEM

 A successful branding effort that shows your character and your values is based upon the fact that you are aware of the business problems your industry faces, and that your product solves those problems. Hone your branding effort further by scoping out one major problem. As part of your branding research, determine what your buyers most want solved. Once you know what that one major issue is, focus your brand around solving it.

Doing this alone can create a powerful brand by concept, followed by the act of transparency to prove your points.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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