The Problem of Non-Branding In our previous article in this series, we looked at the problem of ‘non-branding’ for B2B companies. We looked at the various reasons why so many companies (and the people that make up the company) are skeptical of branding, think that it’s just not that important, and therefore end up not Read More
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Why Your B2B Company Won’t Build a Remarkable Brand (Part 1)
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
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
How Brand Strategy Workshops Drive Clarity Deep
Without a structured approach, strategic planning fails to touch the ground. Here are the three ways a well-structured brand strategy workshop — and importantly, the deliverables — give you everything you need to turn your vision into an organized, almost-tangible set of tasks. Intro Strategic planning is great, but what happens when everyone leaves 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
How Newspapers Build Content for Skimmers
The abundance of interesting articles makes it tough to cut through the clutter and get your message into the hearts and minds of your audience. But newspapers have it figured out — and they have for a long time. They’re famous for delivering information quickly, speaking to the lowest common denominator of people: the skimmers. 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
3-Step Process to Differentiate Your Brand from the Competition
Comparisons help contrast two things, bringing out differences and showing how each is special. Why does this matter for businesses? Without bringing out the differences between you and your competition, your understanding of the difference will be mushy. And it’s hard to explain to others an idea that is mushy in your own mind. The 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
4 Video Call Tips to Set You and Your Brand Apart on All of Your Video Calls
If you run a business or work for a business, everything you do on the clock (and sometimes off the clock) is a representation of your company’s brand. Remember when conferences, trade shows, and business meetings were a thing? Those were the days. When you’d show up to a conference, an event, or a coffee shop you were a direct representation of your brand to those you came in contact with. If you met with a potential new client, you were focused on making a great first impression. If you presented a keynote speech to a group of peers, you probably didn’t wear flip flops on stage.
