B2B brands

It has certainly been an eventful year. Like many organisations, our business has adapted through the COVID-19 pandemic, firstly working from home, facilitating virtual workshops via zoom and collaborating with a variety of clients who have been facing their own unique set of challenges.

In a year filled with uncertainty, we’ve remained focused on our belief that organisations who invest in their brand through research and strategy will survive and thrive.

Brands that take the time to understand their customers, the market and their competitors and subsequently articulated a clear positioning will find a way to cut through the clutter, stand out and resonate with clients.

We wanted to take this opportunity to reflect on some of the clients we have worked with during the past 12 months, who are looking forward to a successful 2021. Our team have identified some of the most memorable projects of the year (in alphabetical order as we don’t play favourites):

 

BOULEVARD 

Introducing the new digital destination for private companies and their investors. We really enjoyed working with a passionate client devoted to producing a sophisticated brand expression that spoke to aspiration and transformation within the category. We look forward to seeing this exciting new brand proposition grow and prosper in 2021 and beyond. Here is a sneak peek at the work.

Burrana

We worked with the team to launch the new Burrana brand in 2018. The brand was well-received in the market with much positive feedback. This year, with new products set to launch, Burrana needed to develop a clear, evidence-based product portfolio strategy to launch their latest products to market. Despite the challenging and unparalleled year of disruption in the aviation industry, Burrana launched the latest iteration of its integrated in-flight entertainment platform, RISE. A complex and detail orientated platform that required a robust and well-articulated product portfolio architecture to define the value it brought to both existing and future airline clients. We worked intensively with the Burrana team in Australia and in the US to build the strategy in late 2019 before its launch in June 2020. RISE is a more nimble and efficient solution than the more expensive providers and is now set to take off as the industry commences the journey to recovery. For more details about the development of the Burrana brand and its journey with BrandMatters, view our case study.

Caruso’s Natural Health

Another brand we have had a long association with, Caruso’s Natural Health offers a comprehensive selection of holistic, natural health products. We worked with Caruso’s on the rebrand back in 2012, and consumer engagement and advocacy has gone from strength to strength. This year, we’ve worked on a research project to uncover consumer attitudes and behaviours for taking vitamins and supplements. It was great to get right into the consumer’s living room and for this project we also ran an online community where we covered many topics including shop visits, video diaries, customer journey mapping and an evaluation of all the touchpoints along the way.

Cuscal

As Australia’s leading payments provider, Cuscal sits at the edge of our payment revolution. In March this year, the Cuscal rebrand launched to the market with a refreshed positioning and look and feel, signalling to the market the contemporaneity of the organisation and its forward-looking view. We were thrilled to be engaged across this entire journey, view our case study here.

Interpod

Modular bathroom manufacturer - Interpod, engaged BrandMatters back in 2016 and 2017 to develop their brand positioning, brand story and key messages. Now we are delighted to be once again working with the team conducting some brand research which will determine their future strategy and visual identity.

Vero

We proudly worked with Vero to produce the 9th annual SME Insurance Index. Since 2012, the SME Insurance Index has provided brokers with invaluable insights into the insurance environment along with tools designed to help grow their businesses. The annual index launches each year in March; in the same week that the global pandemic would change business and the world as we know it. As the pandemic took effect, Vero realised that brokers would need additional insights into the impacts and to deliver actionable insights for the current environment. We worked with them to produce an additional SME Insurance Index COVID-19 Pulse Check.

These are just a few of the clients we have worked on this year.

We take pride in the work we do, and at the end of each project, we always feel very invested in the success of the brand. We believe that the strong relationships we’ve built over the years with clients speak volumes about our work. (In saying that, a google review would also be much appreciated)

Given the challenges this year has presented, we know and understand that organisations who have invested in their brand can confidently move into 2021 with optimism. We head into 2021 more determined than ever before to build brands that are informed by research and destined to differentiate.


Contact Us.

Wednesday, 05 June 2019 11:42

Traditionally, large organisations have gravitated to agency partners who match them in size and stature. In recent years, the need for a global presence and mass capabilities offered by the traditional full-service agency model has dissipated and there has been a trend for a more tailored approach - where organisations are seeking agencies who understand their niche or industry.

BrandMatters specialises in B2B brand research and brand strategy. In particular, we have worked with many organisations in the financial services and professional services industries.

The team of senior marketers at BrandMatters have all come from client-side brand and strategic marketing roles. Over the years, specialising has enabled the team to develop deep expertise in their specific discipline and become subject matter experts in specific industries and B2B branding. They have an understanding of the unique challenges faced by these organisations.

BrandMatters’ portfolio of clients showcases over 16 years of experience dealing with complex brand architecture challenges, huge changes in market landscapes and the challenge of communicating a brand’s purpose both internally and externally. 

For Paul Nelson, BrandMatters’ Managing Director, it is clear that research is the key to brand strategy for B2B organisations. The role of brand in B2B organisations has often been seen as secondary. Over the years, B2B branding has evolved and has become more of a driving force behind organisational strategy and businesses providing value over and above their core product or service offering. Brand can act as an anchor that grounds the business in its values, beliefs and future goals. It defines a vision and a set of behaviours that drives the internal culture of a business and results in a consistent experience of clients and customers.

When communicating your message in a B2B environment, a brand needs to ensure the message is highly logic-driven rather than solely relying on the emotive levers pulled in traditional B2C marketing communications. In general, B2B marketing strategy needs to deliver a product or service that results in increased productivity or reduced costs for the target market. Undertaking both qualitative and quantitative research gives businesses the insight needed to make strategic decisions about their brand direction and it often brings out other underlying strategic business-related opportunities and threats that need to be addressed.

Through brand research, BrandMatters is able to distil valuable insights that delve deep into the customer psyche and uncover the truths about brand perception, market challenges and consumer needs which are often common across each industry but can also be unique to each organisation.

Independent research allows clients of B2B organisations an opportunity to be heard. This, in itself, is a valuable demonstration that their opinions matter, and that their needs are being addressed.

Choosing the right brand agency to work with can be a challenge; you need to consider your budget, but you should also feel comfortable that the agency understands your industry or niche. In a world of mass marketing and a one size fits all approach, consumers and businesses are thirsty for personalisation and a brand that truly understands their needs at all stages of the buyer journey.

Many larger agencies are starting to divide and conquer - realising the benefits of smaller, niche agencies to satisfy the demand of specialisation. At BrandMatters, we work with clients of all sizes and the general consensus, regardless of their size, has been that we punch above our weight. The strategic insight delivered via in-depth research has proven to be incredibly strong ammunition for success.

CEOs and CMOs of some of Australia’s largest and most successful financial services brands have said that having an agency such as BrandMatters as their partner has given them the confidence to make large and complex business decisions. These strategic decisions often guide the organisation forward in a new direction or confirm and cement their existing direction. In some cases, it has been clarity of direction that was sorely lacking.

The small but experienced brand consultant team at BrandMatters are experts in delivering research in a way that helps:

  • Shine a light on the current situation
  • Uncover the distinctive attributes that will make your brand relevant and attractive to your target market.
  • Articulate these distinctive positioning attributes in a way that is easy to communicate throughout the whole organisation and gain buy-in.
  • Execute the plan with confidence and drive success.

Across all industries, there is a trend for consumers to be attracted to a more distinctive brand that is tailored to their needs. Customer experience has become such an essential ingredient in your future brand strategy regardless of the size of your brand. Understanding exactly what customers want and need is the key.

Customers - whether B2B or B2C, want to be heard and appreciated. They also want to be understood, and in complex industries, this is the special skill of a specialised agency. BrandMatters helps businesses listen, learn and then demonstrate their understanding.