We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
Everything is a commodity.
We all sell the same stuff. We all look like ants on Scott Brinker’s MarTech landscape. We’re all stuffed into the same categories. We all are competing for the same attention.
Building a brand that reaches deep down in the hearts and minds of our ideal buyer is how we differentiate. Building a brand is an enigma. There’s no one size fits all approach.
I’ve been spending time with really smart marketers to understand the core elements that they consider when building a brand that connects. Today’s conversation is one of my favorites.
Gwen Lafage is the VP of Brand and Content at Sinch. She uses a fascinating word to describe how we should be thinking about building a brand. She thinks about the brands she is building as “brave brands” or entities that have the courage to face all obstacles without fear.
In this episode she breaks down the steps of building a brave brand. She believes individual employees need to align on their brand story, visual identity, and tone. When this happens people start serving as brand ambassadors online and begin to separate from the competition.
In this episode we cover:
- Brave brands: Why we should consider this word when thinking about connecting with the hearts and minds of our audience
- Infrastructure: What needs to be in place in order for your brand to stand a chance
- Demand: How brand drives demand when the key components are in place
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