Tips for positioning your technical brand

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Whether you’re a pioneer in polymers or a savvy systems integrator, you want your business to be the frontrunner in your industry. However, this can be easier said than done. One of the best ways to stand out from the competition is to position your brand as an industry leader. Here are our top three technical marketing tips to help B2B marketers get started with positioning technical companies.

By Molly Gould, senior account executive

Be authoritative 

If you want to be a leading brand, you need to speak like a leader that is authoritative on industry topics. 

This should be reflected in marketing material copy. This copy should be written in a voice of power and authority that positions your business and brand as trustworthy and, above all else, the expert. Your voice should take the conversations in your industry forward and add something of value to readers, positioning you as a thought provoker and leader. 

Remember, you also shouldn’t just be the expert on your own products and technologies. Focus on the issues affecting your customers that your products and service solve, and be the expert that confidently consults and guides them to solving their problems.

Find your niche 
There are niches in every industry, so being as specific in your area of expertise is crucial in positioning yourself correctly. This is particularly important in engineering, where specialisms — whether it’s electrical or structural — are highly diverse. But identifying your correct industry niche is only part of finding your brand’s position. 

You will still need something that stands you apart from your competition and that makes you unique. This can be controlled with your messaging on specific industry issues. Crucially, you need to have a unique stance on industry issues. For example, engineering companies shouldn’t hold a general stance on trends such as industry 4.0. Saying something different, and focusing on specific facets of the issue, can set a brand apart. 

This may take some time to craft but it is crucial to create that point of difference, not only to make you stand out but to also elevate you above others. This will make your brand memorable to both current and potential customers.

Build a profile 
So, you have a voice and you have a niche. Now, you need to build your profile. Once you have established who you want to talk to, you need to map their journey from where they can be reached, at what times, to what media they consume. Effectively, you need to truly understand your stakeholders. 

Once you have mapped and tracked them, you need to make sure you’re in the right place at the right time to communicate your brand to them and, of course, let them know what you stand for. For B2B brands, specific trade media titles are the prime location to reach target customers. In many cases, a full-page feature in Design Engineering magazine is more valuable to an electronics components manufacturer than a mention in The Guardian.

These tools and tricks combined will get you off the starting block and, if you get all three right, you will be well on your way to becoming a leader in your industry.  

If you need some coaching to find your voice or a hand with developing your brand, give Stone Junction a call on 01785 225416 or e-mail me at molly@stonejunction.co.uk.

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