- 1. Creating an InCredible ProductBrandProductCamp Boston 2013Christina Inge, Senior Directorof Marketing, eZuce, Inc
2. 2> First, have a holistic view of branding: its not a set ofvisual guidelines. Its not about pretty. Its about valuesand value> Know who you are, and express it boldly So few do> Have honesty, integrity, and work with quality> Say something meaningful> Do it in a unique wayWhat Makes for an InCredible BrandIn a World of Same-How to Stand Out? 3. 3> Resonance: it fits with what yourcustomers need> Other-Centeredness: it focuses onwhat your customers need, not whatyoure doing> Uniqueness: its not a genericcorporate brand. Nothing looks moreinsincere> Focus: it stands for something distinct,which can be articulated succinctlyKeys to a Good BrandIts A Formula, But Not A Simple One 4. 4> Integrity: you honor what you say> Quality: in your product, in how youpresent yourself> Content: you explain why andhow, not just talk big> Respect: for the team, for thestakeholders, for the customer> Depth: not necessarily of productline, but ofcontent, documentation, andKeys to a Credible BrandBrands Are Not FluffTheyre the Reason People Buy from You 5. 5> More than just putting yourself in thecustomers shoes> So few brands really listen> Frontline feedback is sometimesworth more than focus groups> Listen to the industry Listen to people who are not yourcustomers Try to find out whyResonanceWhat Your Customers Need 6. 6> Language is the key: Talk about how you solve theirproblems, not how you solve your problems, Talk about what your product can do forthem, not what its like designing yourproduct> Its actually OK to talk about features-the Features vs. Benefits contrastdoes not ensure other-centeredness> Only truly thinking about benefits doesOther-CenterednessFocus on Customer Needs 7. 7> Especially vital for smaller companies ora crowded market> Always essential for any brand> Being distinctive is not a handicap, butso few brands embrace> Fear of being too different smotherscreativity> A brand needs to be creative to survive> Even in B2BUniquenessDont Worry About Being Different! 8. 8> Stand for a few basic valuepropositions> Dont aim for more than 53 shouldbe enough> Temptation to say everything greatabout your product> People are busy, need bottom line,top 3> Lack of focus looks to early orlateFocusDont Try the Kitchen Sink Approach 9. 9> Few professional marketers wouldlie about a product, but beware notunderstanding end-users> Pumping up the product neverworks> Integrity also in offers and promos: A webinar should have the contentpromised, minimal sales Good value is a key form of integrityIntegrityHonor What You Say 10. 10> Spend the time> Spend, if possible, on good collateral> What people look for: Good, non-clich, well-designed imagery Good, clear, grammatical writing> Professional visuals, language, andpresentation shows company is quality> Adhering to marketing best practicesQualityHow You Present Yourself Reflects on the Product 11. 11> Depth and honesty> Be technical. Geek out. Yourcustomers actually want that> No one wants to or will read fluff> Dont shy away from more detail> Superficial white papers withclichd advice have seen theirday We hope We really hopeContentHow You Explain Your Value 12. 12> Live your values> Dont talk down to customersor assume they arentdiscerning> Respect their time withinformative content> Respect their needs with two-way conversations> Voice of the customer is a partof your brandRespectCustomers Sense, Respond 13. 13> Doing fewer things well builds brand value> Tap the expertise of your team> Be in tune with your industry, maintainknowledge> Respond, but also lead, especially if youreemerging> Depth is what creates Good content Good value Good productsDepthKnowledge Builds Credibility 14. Evolving a BrandA B2B Case Study 15. 15> eZuce delivers an open software platformdesigned to provide virtualizedcommunications.> Cloud, virtualization> Open source and open standardseZuce Corporate BackgroundBring communications and collaboration to IT and into the cloudCorporate HeadquartersBoston Massachusetts USABucharest - R&DSeattle - SupportBangalore - QAAnkara - R&D> Voice, Video, Conferencing> Chat, IM, Social Collaboration> 2.5 year old, venture-backed startup competing ina space with large, legacy players> Aimed at forward-thinking CIOs 16. 16 Building a BrandAiming for Uniqueness and Value in a Market Dominated by Traditional Brands 17. 17> Which would you rather have on your site?UniquenessDont Be Afraid to Deviate from the B2B Look 18. 18> Develop series of thought leadershippieces that give genuine value Not sales pitches, but real content Really, real content> Taking a (sincerely) disruptive stand onindustry issues> This is what startups can doand itsoften the best way to stake out a marketposition> Case studies: remaining other-centeredContent and ValueA Brand Isnt Just A Visual 19. 19> Focus: go deep on a few verticals, or messages, ratherthan a scattershot effect> Hone a message and think about how it can best bepresented through a few target media, such as video andsocial> Make sure the message is substantiveeveryone isputting out sales pitches, but detailed product specs, in-depth case studies, and honest white papers make youstand outDepthBe An ExpertThat, In Itself, Is Half Your Brand 20. 20> Have confidence in going outside the usual B2B comfortzone> Detail the value of your product (dont sell the sizzle)> Be realeven in B2B, authenticity trumps corporatelook, feel, and message> Embrace what is distinctive about your market position,product, and worldview> Have fun!Lessons LearnedApplying Brand Concepts in the Real World 21. Christina Inge978-296-1005, ext 2073. [email protected]
