B2B Branding has always involved talk of brand values, but for many it never goes beyond that – it’s just talk. Markets leading Alpha brands share a set of attributes that set them apart. Discover what they are.

2. Energising and engaging B2B brands
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Most B2B businesses wish their brand had the kudos and clout of
an Accenture, Cisco, IBM or Intel. But these brands weren’t always
on a pedestal. How did they get there? What attributes is it that
these brands share? How do you become an Alpha brand?
Alpha
in B2Beta

3. Click to download the Attributes of an Alpha Brand Infographic
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Affinity
Maintaining an offering that retains relevance as the
audiences’ needs and issues change is key. Great
brands anticipate how markets will evolve and
develop solutions accordingly. Some will recognise
potential far in advance and invest significantly to
own a space before it even becomes one.

4. Energising and engaging B2B brands
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Value
Having a unique, distinct and identifiable value brings
competitive advantage and differentiation. The buyer
can clearly see the benefit of ownership. Generic
benefits of productivity, efficiency and reduced costs
only get you so far, identifying value where it’s most
relevant to the audience gains greater traction.

5. Click to download the Attributes of an Alpha Brand Infographic
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Clarity
Awareness of the brand itself is not enough. Engagement
comes through an audience’s understanding of what the
brand stands for and the depth and breadth of its offering
while remaining true to a clear idea.

6. Energising and engaging B2B brands
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Logic
emotion
For a brand to have both emotional and logical
appeal is the ultimate combination and brings an
immediate advantage. Providing personal and
professional value is truly compelling.

7. Click to download the Attributes of an Alpha Brand Infographic
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Alignment
United in the delivery of a shared vision that is
understood by all, with everyone empowered to
deliver and speak as one – consistency is everything.

8. Energising and engaging B2B brands
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Personal
Great brands believe in the power of the individual –
starting with their employees. They are the brand’s
ambassadors; they create the ideas that maintain
your offering’s relevance and can create the kind of
connections that your audience desires.

9. Click to download the Attributes of an Alpha Brand Infographic
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Prominence
Alpha brands are front of mind whenever a
contextual requirement is identified. They are the
“go-to” brand that the competition has to fight to
displace though their offering.

10. Energising and engaging B2B brands
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Multi-dimension
Through the values they conduct their business by, the
breadth of their offering and ability to tell their story with
relevance and from different perspectives, the world’s
leading B2B brands appeal on multiple levels.

11. Click to download the Attributes of an Alpha Brand Infographic
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Honesty
Respect is earned over years but can be lost in
seconds. Those that seek to deliberately mislead
or convey half-truths risk everything.

12. Branding QA
Getting the answers you need to any branding
project relies on knowing the right questions to
ask in the first place. Branding QA will introduce
you to a way of exploring your brand that will
provide you with the foundations to move forward.
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Energising
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