Your brand is the narrative of your company. It should describe the problems customers face, guide them to the solutions you provide, and show the results your solutions bring.
It’s easy to make your brand story all about you, but successful brands make their customer the hero, rather than products or services.
Brand positioning and messaging is a critical component to your business. The positioning process and the way it hones and defines your company's brand, tone, and differentiators help align executives and stakeholders and often later dictate decisions as broad as website hierarchy and overall content strategy.
Now pitch your brand story in a way that speak directly to your customers and their pains.
Gaining the trust of engineers can be particularly tricky as they can easily spot the difference between material generated by marketing compared to content produced by your tech team. But if you've spent hours and dollars carefully honing your brand and image, it is difficult to let that go just to appease a technical audience. To win over a technical audience, you need to gain their trust, and the people they trust most are engineers.
After 10 years of smart marketing for engineers, we have developed a proven process for corporate branding and messaging. We start each brand position and messaging project by forming a branding committee of your key internal stakeholders, and then we listen and learn from this team to understand what sets your company apart. From there, our branding experts develop content that speaks to your buyer personas and encapsulates your brand in a clear and concise manner.