The writing is on the wall
A sign of our times: choosing your tag
This document is meant for
B2B IT companies (SME), their management, marketeers and interested readers.
It aims toStart a discussion on how IT companies profile themselves and how they can improve in doing so(and provide some tips and tools to help you along).
My personal disclaimer:I am sure I am not always right or the world renowned guru in all fields of marketing, branding, communications or PR. You
should not believe anybody who says they are. But I do know my trade and have been working in the IT industry for many, many years.
Always willing to learn and share experiences, please do not hesitate to get in touch with me. [email protected]
5000 People are exposed to
promotional messages a day http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all
7Short term working memory has capacity for
items (plus or minus 2)http://en.wikipedia.org/wiki/The_Magical_Number_Seven,_Plus_or_Minus_Two
74% of tech B2B customers consider
or morecompanies when
purchasing 3 of Tech B2B customerswere not sure what
companyto purchase from
67%Source: Google/Compete Tech B2B Customer Study, U.S. Sept 2012. Clickstream Analysis & Survey Data, Q2 2011 – Q1 2012.
Here we go:
So if you want to
stand out
from the crowd:
A funny hat won’t be enough
Know your customerBe focusedBe consistentBe sincereBe professional
Just like people, every company and every product has it’s own “identifier”. It can be the way you work, your target market, a product feature or a corporate
theme. Check yours and ask yourself “What business am I in?” Think about Kodak.
http://www.lindamagazine.nl/nieuws/funfact/zeg-eens-wat-vaker-goeiemorgen/
If I shout, will you listen?
Do you have stopping power?
Schuberg Philis: 100% uptimeLeaseweb: Reliable hosting
CGI: Experience the commitmentAccenture: High performance.
DeliveredOracle: Get better results
Salesforce.com: No boundaries
What is your claim to fame?
Trust me. You need to have one. One that actually means something. Check this out: http://www.begtodiffer.com/2009/08/25-meaningless-tag-lines/
How to discover
and choose your identifier
Do it properly – you’ll be glad you did
Ask yourself.Ask your customers.Ask your partners
and employees.
Odds are that you are NOT unique. Even if you think you are. Or maybe you are unique, but the customer doesn’t care. Check out the competition. Do
research. Think about what is relevant to the customer, how you can help his business.
Contact: [email protected] for a template to help you start this process
Yes, You have to
CHOOSE
Honestly, you can’t have it all.
A grafitti artist has his own tag and writes consistent messages.
Make a choice, what’s that
you want people to remember
Don’t be a politician. Be bold. Be decisive. A clear choice for your “identifier”will lead the way to your goals.
Whether it’s a BHAG, tagline, theme or concept: make it as razorsharp as you dare.
one thing
Stick to your choice and live up to
it
Start today.
It takes time, information and inspiration, but the benefits are great. Involve your organization, partners and customers.
For a workbook and workshop tuned to your organization: [email protected] – follow me: @lindyDT – let’s link: Lindy Dragstra/LinkedIn
ONE thing!