BRANDING - VALUES

Attributes of an alpha brand

B2B Branding has always involved lots of talk around the idea of brand values, but for many it never goes beyond that – it's just talk. These values then deteriorate into generic phrases – innovation, quality, service, partnership – insert brand name as appropriate. The values get included in the brand guidelines but little more.

For some businesses the values are no more than a wish list. They don’t even bother to research the market to see if it associates these values with their brand, or even if they’re the values the market wants from a supplier in this space.

Alpha brands in BtoBeta

Truly market leading ‘Alpha’ brands share a common set of attributes that set them apart and become a set of guiding principles that empower the entire business. Here we reveal what they are.