The Problem of Non-Branding At Resound, we believe branding is all about uncovering your authentic identity. But many people (especially in highly technical B2B industries like manufacturing, technology, or engineering) don’t believe in “branding”, or don’t believe it is capable of reflecting anything like an “authentic” identity. They think of branding as a company’s way Read More
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4 Causes of Accidental Branding (Part 2)
The world needs your brand. Your brand is unique, dare I say, remarkable. So your brand needs to resonate strongly with its authentic identity. But we all know a lot of brands (especially B2B brands) that don’t feel remarkable. They don’t seem very unique. And that’s what I want to dig into today — the Read More
4 Causes of Accidental Branding (Part 1)
We talk a lot about how the world needs brands as they are at Resound. Meaning – a company should be itself – have its own unique and true identity – and not try to be something it is not. This comes from our fundamental belief that – just as individual human beings are intrinsically Read More
3 Things Decision Modes Teach Us About B2B Buyers
Decision modes affect communication. The method and mood people bring into decision making affect their reasons for buying and how they need information delivered. This brings huge implications to the area of business-to-business sales and marketing. If you can figure out how to connect better with your customers on the basis of their need, delivering Read More
B2B Brand Competitive Research: 4 Reasons to Do it Right
Competition. What comes to mind? An epic struggle between two teams on a sports field? Candidates vying for an open position at a fast-growing, exciting tech company? Perhaps something more biblical, say, David vs Goliath? For most of us leading and building B2B brands, the first thing that comes to mind is the other companies Read More
Overcoming 3 Unique Challenges to Marketing a B2B Brand
If you’ve got a B2B brand – selling your products and services to other businesses – then you know that there are some very unique challenges to marketing your business-to-business brand. A lot of the branding lessons out there are great – and some certainly translate to B2B. But most of those lessons are built Read More
4 Occasions Your Brand Story will Make You Stand Out
Your brand story touches off a story in the mind of your audience that involves them and sets you apart as the only one they’ll trust to solve their problem. But if that’s true, why are so many stories lacking empathy, focus, values and seriousness? Today, we’ll talk about these things as well as 4 Read More
2 Common Brand Values Missteps That Keep Companies From Creating Authentic and Interesting Brands
Authentic brand values are one of the most critical parts of your brand strategy. Most companies have some version of them posterized on a wall in their often – often labeled as ‘Core Values’. So many companies find it necessary to have these values but very few of them actually have ones that are distinctive Read More
Brand Personality: 4 Pitfalls to Avoid and Make You Look Genius
Great branding impacts your entire brand presence, including everything you say and do. Your brand’s personality is an important — and very visible — part of your that presence that builds favor and trust with your customers. These 4 principles for discovering your brand personality will help you as you nail down your own unique, Read More
Trust or Conversion? How Content Marketing Builds both Brand and Sales
Content strategy for B2B brands has two primary functions: to build trust and then develop that trust into working business relationships that benefit everyone involved. So how do you think about content strategy in order to set yourself up for building trust, and then converting? Let’s talk about that. Before we get going, I want Read More
