3 Ways To Achieve Brand Leadership

Brand leadership has its benefits – scale, awareness, knowledge, influence, and financial stability among them. As some brands age and grow, they increasingly focus on internal matters; having great difficulty freeing themselves from legacy businesses and approaches. These brands can sometimes forget to innovate and as new business models make their way into the market, they start to become irrelevant and extinct.

How can you achieve brand leadership?

Brand leadership comes from continuing to drive growth and being very deliberate in the way you do it.

Some key questions to consider comprise:

1 – Where are new brand growth opportunities going to come from?

Leading brands scan for new growth opportunities. This involves understanding how their market is structured, how customers navigate segments, where the profit is, and what trends are emerging. They then figure out how their products and service portfolio stacks up against it all.

When a leading steel company examined a set of critical factors —projected market size, proportion of prospect buyers, and the ability to convert — it identified untapped value pools worth almost $500 million. Based on this analysis, it created a new brand offering that was launched and brand leadership came into play with a new pipeline to tackle niche market segments.

2 – How do I grow my brand now and tomorrow?

The smarter brands grow with incremental revenue opportunities and a relentless push for efficiencies. They then re-allocate their resources to play where they need to become proven winners. In simple terms, they put their best people in front of their best customers.

Customer experience is the critical driver of brand leadership. Successful approaches can increase sales, facilitate cross-selling, and boost revenues by as much as 30 percent. A market-leading construction player increased their new business generation efforts by a third by improving their value proposition and freeing up their business development team to focus on the right opportunities.

3 – How do I set up my brand growth platform?

Markets tend to shift, so brands must keep looking for new sources of growth. To do that, they need a growth platform: an operating system underpinned by sales and marketing capabilities – built around the core foundation blocks of alignment, speed, and leadership. Developing these capabilities clearly has implications and requires investment. And for new capabilities to be developed, industrials need to reinvent how work gets done. 

Brands who succeed with this approach, work hard at crafting their story to help people at all levels understand what changes are in store, what they are striving for and why.

Growth today drives not just business performance, but survival itself.

“Vitality shows in not only the ability to persist but the ability to start over.”
— F. Scott Fitzgerald

Related: Download your Brand Activation Guide

Other Reading: 6 Ways to Grow A Company

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.