To successfully position your B2B company for success you need to have a Brand Promise based on a Big Idea.

1. B2B Brand Promise: Your Big
Idea
How to Create
Competitive
Differentiation

2. Important Questions
• How can you create competitive
differentiation for your company?
• How can your make your company stand out
from your competitors?
Bottom Line: A compelling brand promise is
essential for creating a powerful marketing
and sales engine.

3. Crafting Your Unique Brand Promise
• Create brand promise before starting a new
campaign.
• Define your unique brand promise; it will be
a guidepost for tracking tactical activities.
• Communicate it well so all of your marketing
activities reflect your core promise.
• Keep your promise to clients and customers
consistently.

4. What is a Unique Brand Promise?
• Brand Promise is what you promise people they will receive
when they do business with you. It is based on what truly
differentiates your company from others.
• Marketplace Position is "the manner in which an
organization and the products or services it provides are
perceived by prospects and customers."
• Big difference between the two ideas:
• You control your own brand promise.
• The marketplace controls your position.
• Align brand promise and marketplace position.

5. How is Your Product or Service Unique?
• Every company or organization (and each
product or service they offer) has its own
unique brand promise and position.
• Individuals can also have their own unique
positions, which are often built upon and
reinforced through social media.

6. Big Idea vs. Copy Cat Marketing
Don’t try to be all things to all people;
ditch the “me-too” approach.
Focus on a Big Idea—
uncover your own unique value
propositions.
Tell clients and customers why
your value propositions are true.

7. B2B Marketing Lesson
• Be different.
• Find the Big Idea for your company and capture it
succinctly. Why?
– To help your team create the best and most effective
marketing strategy.
– To help your customers find your products and services
more easily in a cluttered media landscape.
– Your marketing success depends upon it!

8. About Fusion Marketing Partners
We Do This:
 Brand building/messaging
 Website optimization
 Content creation
 Lead generation
You Get This:
 Increased levels of awareness
 Higher quantities of qualified leads
 Ability to generate faster revenue
Christopher Ryan, CEO
info@fusionmarketingpartners.com
Lots more information at:
719-357-6280 http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)