Disclaimer: This blog was originally published on LinkedIn.
In marketing, revolution is not just about breaking the mold; it’s about creating a new one. And in the brandscape, your brand doesn’t just belong; it owns. Own your space, embrace your position, and let the world see the unique hue that is your brand.
Consider brands like Salesforce, Microsoft LinkedIn, and Slack. While they operate in different subspecialties of the technology sector, these B2B giants have each identified a gap in their respective markets and positioned themselves as distinct leaders in the field. Their success stories are not solely about innovative products or services; they’re also about carving out a unique position in a crowded marketplace.
Salesforce: Salesforce revolutionized the CRM industry by not only providing a cloud-based CRM platform but also by creating an ecosystem of integrated applications. It positioned itself as an innovator in cloud computing, transforming how businesses interact with their customers, partners, and potential leads. While other companies offered CRM software as a product, Salesforce owned the CRM space as a service, creating a new paradigm in the B2B tech landscape.
LinkedIn: Microsoft’s acquisition of LinkedIn solidified its presence in the professional networking space, turning LinkedIn into a powerhouse for B2B relationships, recruitment, and sales opportunities. LinkedIn distinguished itself by leveraging its network to offer a suite of solutions that includes marketing, hiring, and selling on a platform where professionals gather. This move allowed Microsoft to own the professional social networking space, making it an essential tool for business development.
Slack: Slack changed the way teams communicate internally by positioning itself as more than just a messaging application; it became a hub for team collaboration, integrating with various work applications and services. In a market full of communication tools, Slack stood out by offering a platform that centralizes workplace conversations and workflows. It’s carved out a unique position as the go-to collaborative workspace tool in the B2B technology brandscape.
These companies have not merely filled existing niches; they have redefined them. They have done so by challenging the status quo and offering new value propositions.
Owning an opening in the brandscape is not just a strategy; it’s a commitment to revolution, innovation, and customer-centricity. It’s the creation of a brand identity that resonates deeply with your target audience and sets you apart from your competitors. CEOs and marketing leaders must lead this charge, recognizing that the brandscape is a stage on which their brand can shine.
To guarantee MROI, it’s crucial that you not only understand the brandscape but also master it. Don’t settle for belonging. Find a unique space to own and craft a compelling narrative that resonates with your market.
Embrace the revolution. These are the spaces where brands find their truest expressions and their most loyal advocates.
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By Lori Turner-Wilson, RedRover CEO/Founder, Internationally Best-Selling Author of The B2B Marketing RevolutionTM: A Battle Plan for Guaranteed Outcomes
Taking Action
Embracing your brandscape is one of hundreds of best practices found in The B2B Marketing RevolutionTM: A Battle Plan for Guaranteed Outcomes — the playbook that middle-market B2B CEOs and marketing leaders lean on to scale. Backed by a groundbreaking research study, this book offers time-tested best practices, indispensable KPIs for benchmarking, insights on where your dollars are best spent, and, above all, the proven 12 BattlesTM Framework for generating guaranteed marketing outcomes. The B2B Marketing RevolutionTM is a battle-hardened approach to becoming an outcomes-first leader who’s ready to shake up the status quo, invest in high-payoff market research and optimization, and — yes — even torch what’s not serving your endgame. Download more than 50 templates, scripts and tools from the book on the Battle Reader Hub.
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