{"id":7975,"date":"2024-06-25T16:27:05","date_gmt":"2024-06-25T16:27:05","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-build-a-b2b-brand-that-delivers-lasting-value\/"},"modified":"2024-06-25T16:27:05","modified_gmt":"2024-06-25T16:27:05","slug":"how-to-build-a-b2b-brand-that-delivers-lasting-value","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-to-build-a-b2b-brand-that-delivers-lasting-value\/","title":{"rendered":"How to build a B2B brand that delivers lasting value"},"content":{"rendered":"


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The digital banking revolution promised a financial dream: Manage everything from anywhere with sleek apps. Fueled by the ease of Venmo and Zelle, I (and many others) dove in, expecting a smooth switch for our personal and business finances.<\/p>\n

But after exploring numerous online banks over many years, each promising convenience and streamlined management, reality disappointed. Some were pretty but lacked features, while others prioritized hidden fees over user-friendly functions only after I signed up and moved my money in. Needless to say, I felt frustrated and stuck with a banking experience that wasn\u2019t living up to the hype.<\/p>\n

It turned out that there are lessons in this for B2B marketing too.<\/p>\n

The expectation<\/h2>\n

Digital banks use branding and advertising to portray an effortless financial experience. Apps become your bankers, offering budgeting tools, real-time transaction tracking and instant transfers. Gone are the days of waiting in line at a physical branch.\u00a0<\/p>\n

For businesses, the promise is even sweeter: streamlined payroll processing, simplified expense tracking and potentially lower fees compared to traditional banks. It all adds to a vision of increased control and efficiency over your financial life.<\/p>\n

The reality<\/h2>\n

Despite slick ad campaigns and branding, many digital banks offer a one-size-fits-all approach, failing to cater to the nuances of personal and especially business needs. <\/p>\n

What seems like a \u201cfree\u201d checking account can turn into a hidden fee trap with minimum balance requirements. Teaser interest rates on savings accounts might vanish quickly, leaving you with a lower-than-expected return.<\/p>\n

The disillusionment<\/h2>\n

In today\u2019s digital age, convenience and transparency are king. We expect our experiences, from shopping to banking, to be flawless and upfront. But what happens when the promises painted by financial institutions crumble under the weight of basic tasks?\u00a0<\/p>\n

We\u2019re not talking about advanced financial products or mind-blowing innovations. We\u2019re talking about the table stakes \u2014 a modern consumer\u2019s fundamental expectations for their bank.<\/p>\n

Imagine this: you excitedly sign up for a new bank account, lured in by promises of a \u201chassle-free\u201d experience and maybe even a financial reward. Instead, you\u2019re met with weeks-long deposit holds, online platforms that feel like navigating a maze and extra fees for simply wanting to move your money internationally. These aren\u2019t \u201cgrowing pains\u201d or cutting-edge features \u2014 these are fundamental banking functions that should be smooth and efficient.<\/p>\n

This bait-and-switch tactic in bank marketing is more than frustrating; it\u2019s disrespectful to our time and money. Let\u2019s explore the deceptive world of bank marketing and the hidden costs behind those \u201ctoo-good-to-be-true\u201d offers.<\/p>\n

\n\n\n\n\n\n\n\n\n
Pattern<\/strong><\/td>\nExpectations<\/strong><\/td>\nYour Experience<\/strong><\/td>\nBranding Impact<\/strong><\/td>\n<\/tr>\n
Inconvenience and Delays<\/td>\nFast and efficient transactions<\/td>\nWeeks-long deposit holds.<\/td>\nPerceived as slow, inefficient and potentially unreliable.<\/td>\n<\/tr>\n
Friction and Complexity<\/td>\nSimple, user-friendly online platform<\/td>\nOutsourced platform with complex passwords and a need to contact customer service for resets. Even tech-savvy users struggle with login issues.<\/td>\nSeems unfriendly to new customers and technologically inept.<\/td>\n<\/tr>\n
Lack of Customer Focus<\/td>\nStreamlined processes for common needs like getting certified checks or transferring money internationally<\/td>\nDifficulty obtaining certified checks during a move. Extra fees for faster international money transfers.<\/td>\nDisregards customer needs and life events, creates additional stress during important moments.<\/td>\n<\/tr>\n
Disconnected Messaging<\/td>\nExcellent customer service that addresses problems effectively<\/td>\nAdvertises excellent service but lacks the power to solve issues like long hold times and limited solutions (\u201cI will put in a ticket!\u201d).<\/td>\nCreates a gap between advertised image and reality, leading to disappointment.<\/td>\n<\/tr>\n
Shifting Target Audience<\/td>\nConsistent focus on a specific customer segment (e.g., entrepreneurs)<\/td>\nMarketed to entrepreneurs but later abandoned that demographic.<\/td>\nBreaks trust and portrays inconsistency. Doesn\u2019t inspire confidence in long-term partnerships.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

My recent disappointment with online-only banks sparked a realization: Their flashy marketing mirrored a common issue I see in B2B companies \u2014 especially martech. Don\u2019t get me wrong, attention-grabbing campaigns are great, but what about building lasting loyalty?\u00a0<\/p>\n

In B2B, just as with banks, features are table stakes. Imagine if your ideal customer encountered content that empowered them, thought leadership that inspired them, and a customer journey that was so smooth it felt like a glide to happily ever after.\u00a0<\/p>\n

The key? Focusing on your ideal audience, prioritizing user experience design and demonstrating a tangible return on investment. This is how you craft a compelling value proposition that goes beyond features and shows the real difference your product makes. This is the definition of a modern-day brand.\u00a0<\/p>\n

Dig deeper: Winning the B2B race from sales to profitability<\/a><\/em><\/strong><\/p>\n

Step 1: Unearthing your B2B brand identity<\/h2>\n

Your brand identity is the foundation of your B2B strategy. The essence defines who you are, what value you offer and what makes you unique in the marketplace. This involves introspection and asking some key questions:<\/p>\n