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The Incredible Impact of B2B Brand Positioning on Growth




Your brand is more than just a logo or tagline; it represents how your customers experience your entire business. Creating a distinctive brand position is vital for the long-term success of that experience. And that in turn can accelerate your business's growth and profitability.


According to a 10-year study of 1000 companies by McKinsey, titled "The Power of Strong Brands", businesses with strong brands experienced an additional 20% growth over 10 years compared to those with weak brands. Let's delve into the core findings of this study and find out how building a unique brand positioning can deliver tangible results for your B2B business.


The Power Trio: Building Blocks of a Strong Brand


The McKinsey study identified three essential characteristics of a strong brand: differentiation, reliability, and customer focus. Let's understand how each of these factors contributes to building a strong brand.



Screenshot from WIOSNA's recent Growth Tribe webinar. Watch it here - https://vimeo.com/849131149


Differentiation: Standing Out from the Crowd


In a saturated market, differentiation is the key to standing out from your competitors. A strong brand positions itself as unique and distinct. This differentiation can be achieved in many ways, including offering a product or service with unique features, devising a compelling marketing campaign, or having a clear and captivating value proposition. By standing out, your brand becomes more memorable and enticing to potential customers.


Reliability: The Foundation of Trust


A reliable brand earns the trust of its customers by consistently delivering on its promises. It means providing high-quality products or services and maintaining excellent customer service. When customers know they can depend on your brand, they are more likely to remain loyal and recommend your business to others. This fosters long-term relationships, which ultimately lead to increased customer retention and advocacy.


Customer Focus: Meeting Customer Needs


A customer-focused brand genuinely understands its target audience. By listening to customer feedback and understanding their pain points, desires, and preferences, your brand can develop tailored solutions that meet their needs effectively. Putting the customer first allows you to build emotional connections, fostering a sense of loyalty and affinity towards your brand.


The Tangible Results of a Strong Brand: Boosting Growth and Profits


A brand with strong foundations doesn’t only feel nice – it also performs. The McKinsey study revealed that companies with strong brands experience multiple tangible benefits that drive business success:


Business Growth: The 20% growth experienced by companies with strong brands is a testament to the positive impact a well-established brand can have on your business. A strong brand attracts new customers, retains existing ones, and paves the way for organic growth.


Increased Profitability: Strong brands tend to command a premium over competitors. Customers are willing to pay more for products and services they trust, giving your business room to maintain healthy profit margins.


Building Your B2B Brand: The Path to Uniqueness and Success


Now that we understand the significance of a strong brand, let's explore some practical tips to build and strengthen your B2B brand:


Define Your Brand Identity: Clearly articulate what your brand stands for, its core values, and unique selling propositions. Consistently communicate this identity through your marketing materials, website, and customer interactions.


Embrace Uniqueness: Identify and amplify your strengths to set your brand apart from competitors. Highlight what makes your business special and emphasize it in your messaging and marketing efforts.


Deliver Reliability: Prioritize consistent quality in your products or services and ensure excellence in customer service. A reputation for reliability will cultivate trust among your customers.


Put Customers First: Invest in understanding your customers' needs and preferences. Use this knowledge to improve your offerings and tailor your solutions to meet their specific requirements.





Salesforce's exceptional success can be attributed to its strong brand positioning as the "customer success platform." By focusing on empowering businesses to improve customer relationships and achieve their goals, Salesforce has attracted new customers and experienced remarkable growth, with revenue reaching $26.5 billion in 2022.


The company's brand messaging consistently emphasizes its customer-centric approach, setting it apart from competitors and positioning Salesforce as a sought-after solution. This strategic brand positioning has been instrumental in solidifying its leadership in the market and shaping the future of customer success for businesses worldwide.


In the world of B2B business, building a strong brand is an investment that reaps tremendous rewards. The McKinsey study's insights demonstrate that a unique brand positioning, built on differentiation, reliability, and customer focus, can significantly impact your business growth and profitability.


As you define and strengthen your brand identity, embrace your uniqueness, and prioritize customer satisfaction, you pave the way for long-term success and a thriving B2B enterprise.



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