One of the regular requests we get from clients is to help make their brand more relevant. That can be a broad brief but we typically think about a few ways to tackle it…
1️⃣ Reclaim your place in the industry conversation
Even huge companies can get overlooked when the market obsesses over shiny new upstarts, so it’s important to develop a narrative that reasserts your value. We once heard an Intel exec describe it as “the company that put the ‘silicon’ in Silicon Valley” – a lovely way to position it at the heart of the tech ecosystem.
2️⃣ Connect to a theme that matters
A more popular option is to link yourself to an issue or even a specific cause that resonates widely. Cisco developed a new positioning as a “bridge” to future tech possibilities, which connected its core networking product to a range of cutting-edge innovations.
3️⃣ Update your tone
On a marketing podcast last week we heard a makeup brand explain how it looked at the way consumers were talking about beauty matters on social media. This led the brand to evolve the topics it spoke about and the language it used. The same method could apply to B2B tech too – are tech brands talking about workplace productivity, for instance, in the same way as business users?
If you’re looking to build your brand’s relevance, drop us a line to see how Delphi can help.
