I open my front door, my heart fills with joy as my beautiful, precious Cavalier King Charles Spaniel (“Cav”) runs to leap in my arms and showers me with kisses. This doesn’t happen just once in a while – it happens every single time I enter my home. There aren’t instances when my Cav decides she is too busy chewing her bone, watching Cesar Millan, or sleeping in her fluffy bed to give me that much anticipated greeting. What does this have to do with Business 2 Business brands? The answer is “EVERYTHING!” B2B companies trying to elevate their brands can stand to learn a lot from man’s best friend!
Lesson 1: Dogs are consistent – Brands need to be too!
At its core, a brand is the attribute(s) your target audience thinks of when they hear the name of your Business 2 Business company. Some of their initial perception will be based upon marketing communications. But ultimately your B2B brand will be built on your customers’ experiences with your company. If you consistently meet or exceed their expectations, they will love and be loyal to your brand. Woof! That is one of the many reasons dog owners are over-the-top in love with their pets – consistency!
Lesson 2: Dogs focus on pleasing their owners – Brands need to be the same way with customers!
B2B companies that push products, services and features will lose in today’s digital world. Savvy customers hop online and type in questions on how to solve their challenges. If your company is busy touting how wonderful it is, it is missing the opportunity to educate a potential customer on how your offerings can help with a particular issue. Dogs get it! They snuggle up with you when you’re under the weather; give you extra licks when you’ve had a bad day; and will be your work-out buddy when you’re sweating-out a stressful day. Woof! Herein lays another reason we love our dogs – their focus is on pleasing us!\
Lesson 3: Dogs are simple – Brands need to be too!
Has B2B web copy ever left you with no idea how the company is different or how it can satisfy your needs? A lot of B2B web content is riddled with marketing gobbledygook – so much so that it leaves your head spinning! Brands need to keep their marketing messages simple and focused on the customer. Narcissistic, verbose web copy is generally a huge turn-off and accomplishes nothing towards boosting your brand. Checking your Web site analytics to see if visitors are bouncing off your site (high bounce rate) is always a sign on how effective your copy is in connecting with your target audience. Woof! Meeting the needs of your dog is pretty simple – food, water, walks, and love. B2B brands need to communicate their value in simple terms!
Brands are consistent. Brands need to be too
As I write this post, my sweet little Cav is snuggled right next to me. There is nothing that I wouldn’t do for my little gal pal. And what has she done to build such love, passion and loyalty? She’s her consistently beautiful, simple self every day, and she lives to make my life a little better. Shouldn’t your Business to Business brand do the same for its customers?
Does you brand make your customers feel warm all over? Hoof!!