First and foremost, It's 2020; no one wants to buy from a company that looks stuck in the last century. Make your stuff look nice, clean, and approachable.
If you don't think about brand and design, making an impact. Let me ask you this...
Do you own an Apple product?
No shade. But if you do, it's likely because you've fallen for Apple's brand and marketing campaigns. I exclusively own Apple products. My phone, TV, watch, and computer are all Apple. But does that mean they are the best products on the market? Honestly, I have no idea. I didn't buy their products for function. I purchased Apple because of the brand.
The future of B2B marketing is building a lifestylebrand around your product. You can't create a brand without design, creativity, and a personality.
So how do you start to build your brand?
Keep your creatives close. The teams that build your brand are essential to making it a lifestyle one with commercial appeal.
Involve creatives in the messaging. Graphic artists aren't product marketers or product experts, but if they can't understand the messaging, you have a problem.
Tap into your own creativity. Is that obvious? Make sure everything you create is with intent, purpose, and, most important, a personality.
At Saleswhale, we involve our creative team in our strategy and messaging meetings. Why? Because we know we need to make sure everything we put out into the universe is done so on brand. While we are no Apple, we are proud of how we've partnered to develop creative assets for our Masterclass Series, website, and product.
Catherine Farley is the Director of Marketing at Saleswhale. She has 10+ years experience designing unimaginable marketing campaigns and storytelling. Catherine is the proud owner of two Great Pyrenees and due to their shedding is rarely seen wearing black.