How can you tell when a B2B company doesn’t have a brand strategy? When it plays Benefits Bingo on the home page.
I’ve been after a prospect in the insurance space for years. I did some amazing brand strategy work with a company contact a while back and she gets how brand strategy can focus a company, internally and externally, for success. She’s not the problem. Her management team is. When last we spoke she told me they had decided to go with another company for a brand exploratory. Someone familiar to a person in the C-suite.
I visited the website today and was greeted by a battery of words dropped out of pastel boxes: Innovation, Agility, Expertise and Engagement. Also on the home page, pictures of a women, a man, a downhill skier and hands on a tug-of-war rope. Got it?
Do you know how many B2B companies use Benefits Bingo on their home page? Thirty to thirty five percent would be my guess. Como se lazy? Como se doltish?
Can you imagine your best sales person out on a new client call checking in with the receptionist, asking to meet the buyer by saying “Tell them the innovation, agility, expertise and engagement” salesman is here.”