b2b branding

Using Your Brand Story To Reach Millennials In Business

Millennials are the largest generation in the workforce today and they’re taking on important leadership and decision-making roles. In fact, nearly half of all B2B researchers are Millennials.

As a group, Millennials change jobs much more frequently than previous generations. So every six months, you may find yourself having to reintroduce your brand to a whole new group of buyers.

How do you convey your brand’s core values and competitive advantages in the best light to reach this younger generation of buyers?

In order to connect your brand with today’s prospects and customers, make storytelling a part of your content creation and messaging. Effective storytelling can help share your brand’s values with Millennials in a meaningful way.

Stories Are Memorable

A good story creates lasting impressions of your brand. Stories distinguish your brand from the competition, and consumers are going to remember emotion, characters, and conflict from a story longer than they will remember facts about your product or service.

To put it simply, if you tell a good story that emphasizes who your brand is and what your brand believes in, people will remember it.

Stories Are Easy To Understand

Brand stories are effective, because they inform in a format that readers already know and understand. Stories are made up of three basic components: beginning, middle and end. When developing a brand story, think about those components in terms of the past, present and the future. The past highlights the challenge or the problem that your brand set out to solve. The present showcases how you solve that challenge. And the future demonstrates your success and suggests continuation of that success moving forward.

Click here to learn all there is to know about telling your brand’s story.

Stories Create Trust

Millennials are more likely to connect with a brand when they believe in that brand’s core values. When Millennials are researching a purchase, they are looking at dozens of different companies, each time wondering, “Why should I buy from you?” If you engage those buyers, and answer that question with a story that is built around your core values, then you’ve built an emotional connection and the trust of that customer. 

Stories Show Your Brand’s Personality

Is your brand fun and quirky? Serious? Hip? Thought provoking? Innovative? Intellectual? Dedicated? Whatever it is, your story should reflect that.

Your story should highlight your personality and showcase what is different and unique about your brand. It should demonstrate your values and what motivates and inspires you. This will bring your brand to life and create a human element that allows customers to develop an emotional connection to your brand.

Stories Are Sharable

Strong brand stories will spread through social media. Enhancing your story with visuals and videos will expand the reach of your story and make it even easier for others to share.

Current research shows that 62 percent of Millennials are more likely to buy if a brand engages them online. Sharing your brand story will help build relationships between your brand and the growing group of Millennial buyers.

story branding

fostering a better client-agency relationship

Your Brand Reputation and Public Relations

Public relations (PR) traditionally consisted of press releases and news conferences, and very little else. However, these days, PR has taken on greater importance, especially when it comes to your marketing strategy. After all, you’re now able to engage directly with consumers across many different online channels. As such, digital public relations are essential for improving and maintaining your brand reputation.

What’s The Difference Between Digital PR And Digitial Marketing?

At first glance, it might appear that there is some overlap in terms of what can be defined as PR and what can be defined as inbound marketing. After all, content creation is a vital component of inbound marketing strategies. Yet, press releases are a form of content. Additionally, the content you create as part of your inbound strategy does impact your brand authority – and, therefore, its reputation. The main difference between digital PR and inbound marketing is in the goal. The goal of inbound Brand Reputationmarketing is to generate leads and eventually to close sales. This is not the goal of digital PR. Instead, the goal of digital PR is to improve the perception of your business. Although different, in achieving the goal of PR, you contribute to the success of your inbound marketing efforts.

The Benefits Of Digital Public Relations

The following are some of the reasons why digital PR can be beneficial to your brand:

  • Improve credibility – A good digital PR strategy can help you secure more media coverage. For instance, sending out press releases to various online media outlets. As a result, when consumers are doing research into your brand, they’ll discover a wealth of coverage from reputable sources, which will lend your business credibility. Such credibility helps boost brand trust and makes it easier to generate leads.
  • Generate more brand awareness – The more coverage you obtain from online media outlets, the more brand awareness you generate. On top of that, PR-related content that you publish online, whether on your website or on social media, can be shared. When such content is shared, it can boost awareness even further.
  • Increase organic traffic – First of all, any press releases or PR-related content that you write, you can optimize for SEO. This will help boost traffic to your website. Secondly, any media coverage you get can boost traffic as well. Not only can readers who were unaware of your business do a search based on press coverage, but many online media outlets will link their coverage of your brand to your site.
  • Maintain a positive reputation – Digital PR also involves addressing negative comments on review sites and on social media. Trying to resolve issues that customers had with their experience online (in view of the public) can actually boost your reputation. Ignoring negative comments will only hurt your reputation.

Learn More About Public Relations

Examples Of Digital Public Relations Strategies

There are many different things that you can do to improve your PR efforts online. The following are just a few examples of digital PR tactics that you could implement:

  • Press announcements on social issues – When you make changes within your company to improve corporate and social responsibility, you should announce them to the world. For instance, if you’re making a switch to a more sustainable manufacturing process to become more environmentally friendly. Even just announcing your support for a social movement or cause can help increase the reputation of your brand.
  • Video content of community involvement – Showcase how your business gets involved in your community by filming it. For instance, if you encourage employees to do community service, or if higher-level employees regularly participate in community-related events, then you should film it and post those videos online, whether on your website or on social media.
  • Social media engagementSocial media allows you to connect with your audience directly. As such, you can leverage social media to talk to your customers and show them that you’re present and that you care. Ask questions about their experience with your brand. You should also address negative comments in an attempt to turn negative customer experiences into positive ones. Not only can this help you from losing a customer, but it will also show the world that you care.
  • Company interviews – Set up interviews with experts within our company. For instance, let them speak to influencers within your industry for an interview published on a website, for a video, or for a podcast. Doing so helps to generate awareness of your brand and can boost your brand authority as well. Not to mention that putting a face on your brand will make your business more relatable to your audience.

Implement A Digital PR Strategy Today

Public relations is critical to maintaining and improving the perception of your brand. The stronger your brand reputation is, the better your chances are of being able to successfully market your business. As such, it’s vital that you implement a digital PR strategy.

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brand identity prism

The Brand Identity Prism

When you think of brands, there are probably a few that come to mind. Brands that you use and see every day are the most prominent; Coca-Cola, Tide, Apple. These multi-billion dollar companies have worked tirelessly to reach their consumer base, and build strong a strong brand identity, and that is a large part of why they’ve prospered.  It can be a little harder to narrow down a B2B brand that is as recognizable as the one mentioned above. Simply put, B2B brands spent less time focusing on brand development, and more time building impressive service packs and data for clientele. That is a big mistake; even B2B companies can significantly benefit from better brand identity. After all, the B2B space can be a crowded one, and the best way to set one’s self apart from the pack is by offering a unique and easily recognizable brand.

Why is Brand Development Important in B2B Marketing?

Brand development is what will set you apart in an often crowded marketplace. B2B consumers are drowning in a sea of sameness. In short, most B2B companies lack personality, which is a driving force behind consumer sales, and what makes the companies mentioned above so successful. To set yourself apart from the crowd, you should build a brand with a personality, with identity, and with something just a little flashy to get a foothold in an over-saturated market.

How is a Brand Identity Developed?

Developing a brand identity takes time and thoughtful consideration. Branding Specialist, Jean-Noel Kapferer has suggested every brand should use the brand identity prism to improve and alter their image. This prism includes personality, physique, culture, relationship, reflection, and self-image.

  • Personality is the way in which the world sees your brand. A b2b brand might want to be seen as cutting-edge or high tech. This character can be portrayed through logos and writing styles.
  • Physique is the physical manifestation of a brand’s identity. Strong, stoic or hip are all physique aspects that can be portrayed. This is done through color schemes, graphics and packaging art.
  • Culture is the way the brand interacts internally and with the world around them. Social media interaction and engagement is a good way to develop a brand culture, and allow other businesses behind the curtain to see what makes your company tick. When businesses and consumers engage with a company via social media, their personal perception of the brand identity improves.
  • Relationship is developed through interactions with current and potential clients. Branding and endorsements can be used to highlight the collaborative relationship businesses build with one another.
  • Reflection and Self-image go hand-in-hand. As a brand, you’ll want to reflect the values and characteristics you clientele wants to see in themselves. With the self-image part of the prism, you’ll also want to reflect how you feel about your own business. A prideful company is one that can be trusted, according to recent research.

To learn more about brand strategy read our article “Share Your Message With A New Brand Strategy “

Branding and identity does not happen overnight. Companies like Apple, Intel, Mastercard, and Coca-Cola have spent decades honing their brand and building an identity.  Reaching a myriad of buyer personas, and identifying your needs as a business are the first steps in the construction of a branding strategy that will set you apart from the crowd. Utilizing the prism for development, however, will get you off to a good start.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

defining your true brand story

Defining Your True Brand Story and Bringing it to Life Online

Today’s most well-known brands share a powerful marketing secret—its about connecting with customers on an emotional level and in a way that addresses their challenges. But how can you do this without pushing your ideas on prospects?

Taking a true storytelling approach is the answer. Sharing your brand’s core values and competitive advantages in meaningful, memorable way will help reach your ideal buyer and build a following to your brand. Any brand, large or small, in any industry, for any product or service, can benefit from getting past just telling advantage and benefit claims, and truly developing a unique voice that customers believe in and becomes your brand.

The Power Of A Great Story

Stories have feeling. Emotion. Honesty. A good story naturally draws people in and creates lasting impressions. Beyond showing personality, it can convey a brand’s authentic motivational core—distinguishing you from the competition. A brand story rooted in truth and experience, and not about simply speaking about your product or service facts, will communicate your values and beliefs while empowering your customers and prospects. And once you have people on board, they will instinctually want to share it with others. So you not only attract buyers, you attract followers and advocates of your brand—without forcing it.

Uncovering The Plot

As you begin to think of your brand as a story and the best ways to convey it, consider these two essential layers: your Core Values—which is the WHY you do what you do (what you stand for and believe in) and your Competitive Advantages—the WHAT and HOW you do what you do best. By aligning these two elements, you define the true essence of your brand, and develop a unique value proposition that no other company or brand can match. While one point on its own may not be the differentiating factor, in combination, they become what makes you unique and extend the belief that you do it for the right reasons.

Learn more about telling your Brand Story here!

Diving Deeper

Companies must do some internal processing to find a brand’s difference and its’ point of view. The difference is the brand’s function. The POV is the brand’s cause. Features and benefits are copied or upgraded all the time. But when a customer feels a brand shares their beliefs, when they believe in the same Core Values, they are more likely to connect with them. As they consider at different purchasing options, you will have already built an emotional connection—and trust.

Expressing Your Story

Once you capture and define your one authentic story, you must bring it to life for the world to discover. Crafting the voice and tone to showcase your personality, what motivates and inspires you, and demonstrate your values. Creating consistent, relevant and informative website content that speaks to the right prospects you are trying to attract. Maintaining a positive experience for all visitors, but shaping experiences for your key audiences to keep them coming back for more.

At the end of the day, your website’s greatest objective is to deliver prospects the information they need, when they need it, and provide clarity around how to act. When you shape it around a story that already engages, you will effectively build the following—and the sales—that lead to lasting success.

Learn The StoryBranding Process

brand development

What is Brand Development and How Does It Work?

A successful business depends on your ability to strengthen your brand reputation and generate brand awareness. To do that, you need to develop a strong brand. Your brand consists of a lot of different elements. Those elements combine to create a brand identity that separates your business from your competitors. Brand development is the ongoing process of creating and maintaining that brand identity. With that in mind, the following are steps you should take to develop your brand:

1. Determine Your Brand’s Purpose

If you don’t know your purpose, neither will consumers – and that’s not going to help you when it comes to generating brand awareness. In order to set brand goals and to evaluate how your brand is performing over time, you will need to have a clear understanding of what your brand’s purpose is. Exactly why does your brand exist? What problems does your brand solve? Why should consumers care about your brand? A strong brand needs to have a well-defined purpose.

2. Differentiate Your Brand From Your Competitors

One of the things that define the strength of your brand identity is your ability to differentiate it from other competing brands. If consumers can’t tell the difference between you and your competitors, it means your brand is weak. Develop your unique selling proposition to help your brand stand out in a crowded field. Doing so will also help you craft your message. Being able to stand out is arguably one of the most important facets of a successful brand.

Sometimes you may need to find your company’s make or break to determine the best brand strategies. Read more here.

3. Identify Your Audience

The success of your brand will depend on whether or not you reach an audience that engages and relates with your brand. However, if you’re targeting the wrong audience, you will fail massively when it comes to building a strong brand identity and establishing a stellar brand reputation. If you don’t target a specific audience (as in, you attempt to reach everyone), your message won’t reach the right people. If you know who your audience is, you’ll be able to create content that’s more helpful and relevant to them, which will only help to boost your brand awareness and brand authority.

There are many ways that you can identify who your audience is. Use the information that you’ve collected from your opt-in forms and from previous customers. Use your social media data. Request customer feedback. All of this information can help you figure out the demographics of your audience as well as their wants and needs. Use this data to develop buyer personas, thereby allowing you to address every different segment of your target audience.brand development

4. Implement A Unique Voice

Your brand needs to be relatable to your target audience. As such, you need to incorporate what you know about your target audience’s demographics to develop your brand voice. The voice is the personality that you create for your brand to communicate with your audience. For example, Uber’s brand voice is considerate and direct. Old Spice uses a masculine and humorous voice. Nike has an inspirational voice. As you can see, the voice a company uses in all of its marketing and communication efforts defines a big part of its brand identity.

5. Create A Distinct Brand Aesthetic

The look of your brand needs to be recognizable as it will help to make your brand identifiable. The log is an important part of this. Some of the most successful brands in the world are recognized by their logo. For instance, the Nike swoosh or Apple’s apple with a bite taken out of it. These logos are so well known that they don’t even need the company name to accompany them. Keep in mind that aesthetic doesn’t just refer to the logo — it also refers to the type of font used to display your company name as well as the color combination associated with your brand. For instance, Facebook is associated with blue and McDonald’s with red and yellow.

6. Maintain Consistency Across Channels

The biggest mistake you can make is to make adjustments to your branding based on the channel you’re on. For instance, taking on a more serious tone on LinkedIn and then using a more informal and joking tone on Twitter. Or using different visual elements on social media than you use on your website. Such inconsistency will hurt your brand identity because your audience will become confused over who you are.

These are the steps that you will need to take to develop your brand. Keep in mind that brand development is a long-term strategy. Every marketing decision you make affects your brand and contributed to your brand’s identity, reputation, and awareness. As such, you need to take these steps to ensure that your brand development starts off with a strong foundation.

Learn The StoryBranding Process
visual storytelling

5 Brand Storytelling Examples To Learn From

Your brand identity goes beyond your name, logo, and the products or services you provide. A brand identity is all-encompassing: it also includes your goals, your beliefs, and the feelings you elicit from your audience. To create a strong brand identity, you need to create a narrative that’s consistent across all channels. This is where brand storytelling comes in. Brand storytelling involves using storytelling techniques that bring together both facts and emotions to create your brand identity. The following are five brand storytelling examples that you should use as inspiration to help create and drive your own brand story:

1. Apple

Apple is arguably one of the greatest examples of successful marketing in the history of marketing. They were able to capture a small corner of a market dominated by Microsoft and, through the use of incredibly effective brand storytelling, turn themselves into a behemoth. Knowing that they were up against Microsoft, Apple decided that their message would be to go against the grain. They would position themselves as a revolutionary innovator. Their “think different” tagline showcases this, as does all of their other advertising. Their most famous ad is the most obvious example: the 1984 ad in which a woman defiantly smashes the screen with a sledgehammer.

How to Share Your Message With A New Brand Strategy

2. Ikea

Ikea has built its brand on the functionality and simplicity of its products, which they showcase using lighthearted humor. Their most famous commercial “Lamp” highlights this. It’s a commercial showing an old lamp being replaced and being thrown away. It’s a sob story until a narrator shows up to exclaim that the viewer is crazy to feel bad about the old lamp since it doesn’t have feelings, and the new one is much better. It gets a great laugh and emphasizes the need to update old products with newer, higher-quality versions.Brand Storytelling

3. Old Spice

Old Spice used to be a brand associated with older men. The word “old” certainly didn’t help. They altered their brand storytelling to emphasize that the scent of old spice was how men should smell. They used humor and great writing to convey this, but what made the storytelling particularly effectively was that they didn’t target men — they targeted women. Old Spice essentially focused on delivering a message to women about how their men should smell, so that they could influence men on Old Spice’s behalf.

4. SoulCycle

What’s interesting about SoulCycle is that it basically consists of a class full of people riding exercise bikes. That’s it. There’s nothing more to it. But their brand storytelling has lifted this simple service into something much greater. They have positioned themselves as a high-end fitness service that’s not just a service, but a lifestyle. This lifestyle includes the use of teachers who are essentially fitness influencers and classes that are almost club-like in their atmosphere. Members feel like they belong to a community, not a gym. Without their incredibly effective brand storytelling, you could argue that they would be a glorified gym with limited equipment.

5. Warby Parker

Warby Parker is a frame manufacturer that has positioned itself as a company that sells fashionable frames at reasonable prices. Their storytelling focuses on how they build their frames and on the customers that buy them. In fact, much of their content is user-generated, which helps emphasize that they are frames built for everyone. Their message gets across because they keep their brand storytelling simple and focused.

These are a few brand storytelling examples to keep in mind when crafting your brand story strategy. Successful brand storytelling will strengthen your company’s identity, thereby making it easier to evoke an emotional response from your audience and to build long-lasting connections with them. By implementing an effective brand storytelling strategy, you’ll be more likely to increase your company’s visibility, impact, and — eventually — profit.

Learn The StoryBranding Process
improve brand recognition

How to Improve Brand Recognition in 2021

Developing your brand is essential to your ability to attract new leads and convert new customers. The more recognizable your brand becomes, the easier it will become to generate brand trust and to build your audience. For instance, if a consumer is searching for a specific solution and they find two or three options, one of which is from a brand they recognize, they will typically gravitate towards that brand. As such, recognizability is crucial. With that in mind, the following are five ways that you can improve brand recognition this year:

1. Identify Your Target Audience

If you can’t recognize who your audience is, you can’t expect them to recognize your brand. All of your branding strategies and decisions depend on who you’re trying to reach. A company’s worth is highly reliant on whether or not they provide solutions that meet the needs or solve the problems of its customers. If you’re targeting people who have no need for your solutions, then those who do are going to be confused about your brand. The more you understand who your audience is, the more likely you’ll be able to build a brand that they will be able to recognize.

2. Develop A Clear Brand Message

You need to be clear about what your objectives are as a brand. This includes your mission, your vision, and your purpose. Think about how Apple’s message is about innovation and creating technology that’s not only user-friendly but essential to a creative and independent lifestyle. This message is clear because Apple has developed and promoted its message since the 1980s. If your message isn’t clear, consumers become confused. An unclear message can send the wrong message, thereby hurting your brand’s recognizability. building brand recognition

3. Build Your Brand Identity

Your brand identity involves a lot of different elements. The most obvious is the logo. If your brand becomes strong enough, a unique logo can be recognized even if your company name isn’t part of it. Take for example Nike’s swoosh. Everybody knows that the swoosh is Nike even if their name doesn’t accompany the logo. Although the visual connection of the logo is important, it’s not the only component of your brand identity. The tone of voice you use in your content, the reputation you have, and the brand storytelling you use to deliver your message are all vital to building a strong brand identity.

Here are 5 additional reasons why brand marketing works.

4. Maintain Branding Consistency

Consistency is key to making your brand recognizable. If your message varies from one platform to another, people are going to get confused about who you are. For example, if you run a clothing company and you position yourself as a luxury clothing brand on Instagram but then promote affordable shoe wear on Facebook, people won’t know what you are or who you’re targeting, making it more difficult to recognize your brand.

Additionally, the aesthetic of your brand and the tone of voice should be consistent over all channels. Use the same colors and logos on every platform. Do not change the tone of your brand to try and fit the channel you’re using. If you use an excited, informal tone on one channel, don’t use a formal, level-headed tone on the other. If you switch tones, people won’t recognize that you’re the same brand using both channels. Consistency across all of your marketing efforts is essential to building a strong brand that’s recognizable across all channels.

5. Develop And Implement A Long-Term Marketing Strategy

Even if you’ve spent a lot of time crafting your brand, you still need to build awareness to boost recognizability. This is where your marketing efforts come into play. You need to figure out where and when you can reach your target audience, as well as what marketing efforts will help to effectively deliver your message and spread brand awareness. Such efforts will not succeed overnight — you need to develop a comprehensive long-term branding strategy to successfully boost your brand recognition.

Building your brand is crucial to your company’s success. Even if your brand has been established for some time, brand development should never stop. You should always look for ways to increase brand awareness, and improving brand recognition is necessary to do just that. As such, you should consider implementing these effective strategies to improve brand recognition in 2021.

Learn The StoryBranding Process
brand strategy

How to Share Your Message With A New Brand Strategy?

Brands fight to gain attention. Brands need communication without words. Brands are psychology and science brought together as a promise mark as opposed to a trademark.

Products have life cycles, but brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable.

Without branding, there is no differentiation. Without differentiation, there is no long-term profitability. People don’t have relationships with products, they develop relationships with brands.

Read more

brand storytelling examples

Brand Storytelling Examples to Learn From

Your brand identity goes beyond your name, logo, and the products or services you provide. A brand identity is all-encompassing: it also includes your goals, your beliefs, and the feelings you elicit from your audience. To create a strong brand identity, you need to create a narrative that’s consistent across all channels. This is where brand storytelling comes in. Brand storytelling involves using storytelling techniques that bring together both facts and emotions to create your brand identity. The following are five brand storytelling examples that you should use as inspiration to help create and drive your own brand story:

1. Apple

Apple is arguably one of the greatest examples of successful marketing in the history of marketing. They were able to capture a small corner of a market dominated by Microsoft and, through the use of incredibly effective brand storytelling, turn themselves into a behemoth. Knowing that they were up against Microsoft, Apple decided that their message would be to go against the grain. They would position themselves as a revolutionary innovator. Their “think different” tagline showcases this, as does all of their other advertising. Their most famous ad is the most obvious example: the 1984 ad in which a woman defiantly smashes the screen with a sledgehammer.

brand storytelling example

2. Ikea

Ikea has built its brand on the functionality and simplicity of its products, which they showcase using lighthearted humor. Their most famous commercial “Lamp” highlights this. It’s a commercial showing an old lamp being replaced and being thrown away. It’s a sob story until a narrator shows up to exclaim that the viewer is crazy to feel bad about the old lamp since it doesn’t have feelings, and the new one is much better. It gets a great laugh and emphasizes the need to update old products with newer, higher-quality versions.

3. Old Spice

Old Spice used to be a brand associated with older men. The word “old” certainly didn’t help. They altered their brand storytelling to emphasize that the scent of old spice was how men should smell. They used humor and great writing to convey this, but what made the storytelling particularly effective was that they didn’t target men — they targeted women. Old Spice essentially focused on delivering a message to women about how their men should smell, so that they could influence men on Old Spice’s behalf.

How to build your own brand story

4. SoulCycle

What’s interesting about SoulCycle is that it basically consists of a class full of people riding exercise bikes. That’s it. There’s nothing more to it. But their brand storytelling has lifted this simple service into something much greater. They have positioned themselves as a high-end fitness service that’s not just a service, but a lifestyle. This lifestyle includes the use of teachers who are essentially fitness influencers and classes that are almost club-like in their atmosphere. Members feel like they belong to a community, not a gym. Without their incredibly effective brand storytelling, you could argue that they would be a glorified gym with limited equipment.

5. Warby Parker

Warby Parker is a glasses frame manufacturer that has positioned itself as a company that sells fashionable frames at reasonable prices. Their storytelling focuses on how they build their frames and on the customers that buy them. In fact, much of their content is user-generated, which helps emphasize that they are frames built for everyone. Their message gets across because they keep their brand storytelling simple and focused.

These are a few brand storytelling examples to keep in mind when crafting your brand story strategy. Successful brand storytelling will strengthen your company’s identity, thereby making it easier to evoke an emotional response from your audience and to build long-lasting connections with them. By implementing an effective brand storytelling strategy, you’ll be more likely to increase your company’s visibility, impact, and — eventually — profit.

Learn The StoryBranding Process
ingredient branding

What is Ingredient Branding & How Does It Work?

There are many different marketing strategies to employ to increase the value and name recognition of your business. There are traditional marketing strategies, like commercials, billboards, and events. Then there are digital marketing strategies, like social media advertising, contests/giveaways, and community engagement.

Each of these methods can be a great strategy for getting your business name out there, generating new leads and customers, and growing your business. If you’ve been in business for awhile and already have an established business name, then you have some potential advantages for increasing your business’s value and brand recognition. One of these advantages is a strategy marketers call ingredient branding.

What is Ingredient Branding?

Ingredient branding is a marketing strategy where a component of the business is branded as a separate entity. This helps to add more value to the parent company and make their product/service seem superior to its competitors.

You’ve probably seen this strategy in use several times before without even realizing it. Here are a few examples of ingredient branding by large brands:

  • Dodge’s Hemi engines
  • Citgo’s TriCLEAN fuel
  • Dupont’s Teflon
  • Intel’s Intel Inside

Intel Inside is actually credited with the conception of ingredient branding back in the ’90s, and was the first success story of having an ingredient helping to promote their business.

Learn more on Food Retail Marketing to Millennials

How Does Ingredient Branding Work?

Each of these ingredients were developed and branded separately from the main business to make their product seem better. Dodge put together an entire campaign around “That thing got a Hemi?” to help promote the engines they use in their trucks. When Citgo started branding its TriCLEAN fuel, it was able to focus more on the quality of its fuel over its competition, rather than only competing with gas prices.

These two cases are specifically about an already well-known company branding an ingredient that it already uses to help increase value of its product.

But there are other ways that ingredient branding can work. Some products are already ingredients in and of themselves. Let’s think of a few:

  • Tide detergent
  • Arm & Hammer baking soda
  • Splenda sweetener
  • OnStar
  • Oreo
And so many more.

Let’s dive into these examples. Tide detergent is already a well-known brand. However, you’ll often see other cleaning supplies that contain Tide. Since these products know that consumers love Tide detergent, they’ve worked with the company to include Tide as an ingredient and help promote their product.

This works both ways, though. Including Tide as an ingredient in another company’s product, it receives even more promotion for their own brand. So essentially, the financial deal struck between the two companies is mutually beneficial.

Arm & Hammer is another popular ingredient brand. You’ll see products like cat litter, toothpaste, and more that contain Arm & Hammer baking soda. Splenda sweetener is another ingredient brand that consumers will commonly see promoted among other products.

Back to vehicles, customers see OnStar’s security service as an amenity when buying a car. This means that customers will pay more for a car with this feature installed, which can be pretty valuable for an automaker.

And finally, Oreo is a popular cookie that is sometimes used as an ingredient in other products, like cookies and cream ice cream, McDonald’s McFlurries, and coffee flavoring.

Learn more about 7 Steps To Launching a Packaging Brand

Can Ingredient Branding Help Your Business?

If your business isn’t prominent enough to be branded as an ingredient, perhaps your business is one that can benefit from including an ingredient in its product or service. By including a well-known ingredient in your business model, you’re able to promise a level of quality that is already well-known to consumers.

One example of an ingredient in the digital marketing world is social media scheduling tool Buffer. If possible, many new SaaS companies in the digital marketing will offer Buffer integration with their service because they know how popular Buffer is.

Offering a well-known ingredient in your product or service can be a great way to promote your product to consumers who already use that ingredient in other products.

Ingredient branding is a great way to provide more value and marketability to your business. What are some popular ingredient brands that you’ve heard of?

Learn The StoryBranding Process