Creating an InCredible Product Brand

Creating an InCredible Product Brand

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  Creating an InCredibleProduct Brand ProductCamp Boston 2013 Christina Inge, Senior Director of Marketing, eZuce, Inc
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  2 > First, havea holistic view of branding: it’s not a set of visual guidelines. It’s not about “pretty.” It’s about values and 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 way What Makes for an InCredible Brand In a World of “Same”-How to Stand Out?
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  3 > Resonance: itfits with what your customers need > Other-Centeredness: it focuses on what your customers need, not what you’re “doing” > Uniqueness: it’s not a generic “corporate brand.” Nothing looks more insincere > Focus: it stands for something distinct, which can be articulated succinctly Keys to a Good Brand It’s A Formula, But Not A Simple One
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  4 > Integrity: youhonor what you say > Quality: in your product, in how you present yourself > Content: you explain why and how, not just talk big > Respect: for the team, for the stakeholders, for the customer > Depth: not necessarily of product line, but of content, documentation, and industry knowledge Keys to a Credible Brand Brands Are Not Fluff—They’re the Reason People Buy from You
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  5 > More thanjust putting yourself in the customers’ shoes > So few brands really listen > Frontline feedback is sometimes worth more than focus groups > Listen to the industry • Listen to people who are not your customers • Try to find out why Resonance What Your Customers Need
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  6 > Language isthe key: • Talk about how you solve their problems, not how you solve your problems, • Talk about what your product can do for them, not what it’s like designing your product > It’s actually OK to talk about features- the “Features vs. Benefits” contrast does not ensure other-centeredness > Only truly thinking about benefits does Other-Centeredness Focus on Customer Needs
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  7 > Especially vitalfor smaller companies or a crowded market > Always essential for any brand > Being distinctive is not a handicap, but so few brands embrace > Fear of being too different smothers creativity > A brand needs to be creative to survive > Even in B2B Uniqueness Don’t Worry About Being Different!
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  8 > Stand fora few basic value propositions > Don’t aim for more than 5—3 should be enough > Temptation to say everything great about your product > People are busy, need bottom line, top 3 > Lack of focus looks to “early” or “late” Focus Don’t Try the Kitchen Sink Approach
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  9 > Few professionalmarketers would lie about a product, but beware not understanding end-users > Pumping up the product never works > Integrity also in offers and promos: • A webinar should have the content promised, minimal sales • Good value is a key form of integrity Integrity Honor What You Say
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  10 > Spend thetime > Spend, if possible, on good collateral > What people look for: • Good, non-cliché, well-designed imagery • Good, clear, grammatical writing > Professional visuals, language, and presentation shows company is quality > Adhering to marketing best practices Quality How You Present Yourself Reflects on the Product
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  11 > Depth andhonesty > Be technical. Geek out. Your customers actually want that > No one wants to or will read fluff > Don’t shy away from more detail > Superficial “white papers” with clichéd advice have seen their day • We hope • We really hope Content How You Explain Your Value
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  12 > Live yourvalues > Don’t talk down to customers or assume they aren’t discerning > Respect their time with informative content > Respect their needs with two- way conversations > Voice of the customer is a part of your brand Respect Customers Sense, Respond
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  13 > Doing fewerthings well builds brand value > Tap the expertise of your team > Be in tune with your industry, maintain knowledge > Respond, but also lead, especially if you’re emerging > Depth is what creates • Good content • Good value • Good products Depth Knowledge Builds Credibility
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  Evolving a Brand AB2B Case Study
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  15 > eZuce deliversan open software platform designed to provide virtualized communications. > Cloud, virtualization > Open source and open standards eZuce Corporate Background Bring communications and collaboration to IT and into the cloud Corporate Headquarters Boston Massachusetts USA Bucharest - R&D Seattle - Support Bangalore - QA Ankara - R&D > Voice, Video, Conferencing > Chat, IM, Social Collaboration > 2.5 year old, venture-backed startup competing in a space with large, legacy players > Aimed at forward-thinking CIOs
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  16 Building aBrand Aiming for Uniqueness and Value in a Market Dominated by Traditional Brands
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  17 > Which wouldyou rather have on your site? Uniqueness Don’t Be Afraid to Deviate from the “B2B” Look
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  18 > Develop seriesof thought leadership pieces that give genuine value • Not sales pitches, but real content • Really, real content > Taking a (sincerely) disruptive stand on industry issues > This is what startups can do—and it’s often the best way to stake out a market position > Case studies: remaining other-centered Content and Value A Brand Isn’t Just A Visual
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  19 > Focus: godeep on a few verticals, or messages, rather than a scattershot effect > Hone a message and think about how it can best be presented through a few target media, such as video and social > Make sure the message is substantive—everyone is putting out sales pitches, but detailed product specs, in- depth case studies, and honest white papers make you stand out Depth Be An Expert—That, In Itself, Is Half Your Brand
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  20 > Have confidencein going outside the usual B2B comfort zone > Detail the value of your product (don’t sell the sizzle) > Be real—even in B2B, authenticity trumps “corporate” look, feel, and message > Embrace what is distinctive about your market position, product, and worldview > Have fun! Lessons Learned Applying Brand Concepts in the Real World
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  Christina Inge 978-296-1005, ext2073. [email protected]