Tech B2B brand positioning & the latest trends

Our first video for IsoLive got off to the perfect start when I got to chat with Monika Gera, CEO of Higher At Work. Watch as we discuss how Tech B2B brands can position themselves in an ever growing and crowded market.

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Marketing guru Philip Kotler defined brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” – your positioning, essentially, conveys how your brand is different from its competitors. Having an effective brand positioning underpins how you relay critical information – such as industry challenges, how your company alleviates these challenges, the benefits of doing so and why you are different from anything else on the market – coherently to prospects and customers. Brands can then leverage this information to mould customer preferences, leading to trust in the brand and customer loyalty.

In order to create an effective brand positioning strategy, first, ask yourself the following questions:

1. What does my target audience want?
2. How can my company provide what they want?
3. How are competitors addressing these needs?

The answer to these questions will form the basis of your brand’s positioning. Try holding workshops or seminars with your experts in the field such as sales teams or product factories to get their insights, they’ll prove invaluable. Once you have the answer to these questions, it’s time to create a positioning statement.

However, don’t get confused between this and a tagline. A positioning statement is for internal purposes and used to help make key decisions that affect your customer’s perception of your brand, a tagline is an external statement that’s used for marketing. Your brand’s positioning statement should outline:

• Exactly what your company does
• Who it does it for
• Why it’s different from other businesses on the market

And it should all be neatly wrapped up in 5 words or less, ideally. The best way to create a positioning statement is to answer each of the above points with one word – for example, ‘IoT, automotive and electric’ then work from there.

The third and final step is to immerse your company in the brand positioning. A brand’s positioning forms the backbone of everything it says and does – from content and presentations to packaging and brand identity (if you’d like to learn more about how to create a stand out brand identity, click here).

Creating effective brand positioning for tech B2B brands can be challenging as there are often so many people and sectors involved. Our first video for IsoLive got off to the perfect start when we got to chat with Monika Gera, CEO of Higher At Work. Watch as we discuss how Tech B2B brands can position themselves in an ever growing and crowded market.

What we cover

Do customers really know what they want? Do technology leaders not know already how their companies and products are positioned? They obviously create solutions to address unmet needs in the market. So, what is the need for a planned positioning exercise for B2B tech companies? In this video below, we touch base with Monika Gera from Higher at Work to understand why a planned positioning is essential for B2B tech companies, and what they can do to develop a unique voice in a crowded market.