How to Use Your Personal Branding Profile to Drive B2B Leads

personal brandingThis is a guest post from Oren Greenberg, a growth marketer and founder of the Kurve consultancy in London. He helps startups and corporate innovation projects scale using digital channels. He has written for leading marketing blogs and has been featured in the international press.

A business is an abstract entity, which is brought to life by its people. Every team member has a part to play in representing their organization – not in the sense of blindly flying the flag or sacrificing their own identity, but in the sense of owning their area of expertise and sharing their deepest knowledge.

These days, it’s normal for a business leader to build their own personal brand. These are the “thought-leaders” we hear about so often. But I believe that too many organizations stop here, and miss the chance to create a team of people who all have strong personal brands.

In turn, I believe this limits the opportunity to build credibility, reliability, and authority – three of the key considerations for B2B buyers.

So, the tactics I discuss in this Process Street article are designed to apply to team members at every level of the hierarchy. They are suitable for business leaders, but also for executives and junior staff.

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CX Design: How to Craft & Deliver Excellent Customer Experiences

cx-design

It’s no secret that attracting, satisfying, and retaining customers is becoming increasingly challenging.

The sheer amount of choice and demand for fast, flawless service demands businesses to formulate and execute effective ways to deliver excellent customer experiences.

Without acknowledging the importance of the customer experience at every touchpoint, companies miss out on great opportunities to develop a strong brand identity; opportunities that cannot afford to be missed in a business environment where first impressions are pivotal.

A slew of recent research studies provides us with the data to support this perceived demand to enhance customer experiences.

McKinsey research found that 70 percent of buying experiences are based on how the customer feels they are being treated—and a large part of that has to do with showing the customer you (as the brand) care about them, and value their business.

It’s also been found that 58% of consumers are willing to spend more on companies that provide excellent customer service throughout the buying process.

To cap it off, the Digital Marketing Trends Report by Econsultancy and Adobe asked companies to indicate the single most exciting opportunity for their organization in the upcoming year – and, yes indeed, customer experience came out on top.

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Brand Audit: How to Help Win Over 91% of Your Target Audience

Brand Audit

Branding is a fickle thing.

Even the most consistent brand images can be shaken by a few high profile missteps, but when used correctly it can be a powerful tool for making your product or services instantly recognizable and attractive to your target audience.

To do this, you need to have a regular process for a performing a brand audit.

This will let you build a specific perception of your brand, such as one of an authentic, reliable company. This can have massive benefits too; the Authentic Brands study of 2014 by Cohn and Wolfe surveyed opinions of 12,000 people over 12 markets. They found that brand honesty (along with not letting customers down) was most highly valued with 91% saying it was important in their view of brands.

That’s why this post will take you through what a brand audit is, the elements of audience brand perception, how to measure what they think of you, and how to help shape the brand image that you want to give.

Let’s get started!

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Rebranding Strategy: How 3 Big Tech Companies Dramatically Changed Their Identity

In 2016, Process Street went from using a basic Bootstrap theme to a custom-branded website, complete with a logo change and full aesthetic overhaul. We did it to avoid looking dated, and to make the site consistent with our app.

Like many startups, we focused on building a great product first, and rightfully overlooked the importance of a brand until the time was right.

A brand is the often low on the list of startup priorities. Startups develop in a fast-paced, cutthroat environment and are concerned primarily with attracting early users as beta testers, building disruptive products, and iterating based on feedback. Tech is a mercurial industry; many companies start out with a solution to a problem that could be adopted by everyone from individuals to large corporations.

Over time, by stabbing in the dark and following growth over all, a tech startup could find itself with a brand that doesn’t match its product. That’s something we grappled with in 2016, and it’s something even big tech companies come up against every couple of years.

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6 Ways to Combine Social Media and SEO to Boost Authority

The following is a guest post from Martin Harrison, the co-founder of Copify.

SEO and Social

There has long been the misconception within marketing circles that SEO and social media are two different, separate areas. However, in recent years, many have realised that they can be used in conjunction with one another to increase a company’s social media presence and followers, boost their authority within their field and gain a higher search engine ranking on Google. Savvy social media and SEO awareness can facilitate a company’s organic growth.

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Branding Case Study: How Ogilvy Turned Speculation into Reality through Ads

Branding Case Study

“Hey, this soap is making my skin dry. Do you know any soaps that don’t?”, I asked my wife while reading Ogilvy on Advertising.

“Dove, I think”, she replied.

Score!

See, the thing is I’d just read this line:

“I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.”

Dove-Ad-Border

The success of this Dove ad is widely celebrated, but there’s another interesting branding case study that’s never been looked into before.

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