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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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
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
The 3 Most Legitimate Objections to Branding
We routinely talk about the importance of branding. But how do we push this understanding deeper? Maybe even deep enough to make it practical and clear in your specific business? Understanding comes from allowing the biggest arguments against your position to land with full force, separating logic from emotion and then dealing with them in Read More
A Well-Developed Brand is the Cornerstone to Any Good Business
At Resound, we believe that brand — not sales, marketing, or even unique products or services — is the cornerstone of any good business. In masonry, the cornerstone determines the direction of every other stone laid after it. It is the guiding block for the entire building. By placing the cornerstone perfectly, you set your Read More
Building Creative Strategy: Researching Connection
“Research is formalized curiosity. It is poking and prying with a purpose.” – Zora Neale Hurston There is science in connection with your audience. After you’ve completed steps 1: the SWOT analysis and 2: Maslow’s Pyramid, you now know the benefit you want to convey to your audience. Now, it’s time to find out how Read More
6 Web Development Don’ts for 2017
We’ve come to the last of the installments of our 2017 website tips. We’ve been through design. We’ve been through content. Let’s talk through the final piece of the trifecta: web development. This is where the rubber meets the road. All your strategy, design, and writing will pay off…if you build it correctly. Even though websites Read More
Great Marketing Leaders Declare War…on Themselves
In one of my former jobs, I was conducting a highly-complex systems training session with a group of people…and I had a “challenging” leadership moment. It was the kind of moment where corporate politics was the game, jockeying for position was the play, and keeping my cool in the middle of it all was the Read More
