How can you create a brand identity that reflects your B2B values and mission to attract influencers?

Influencer marketing is not only for B2C brands. B2B brands can also leverage the power of influencers to reach their target audience, generate leads, and build trust. But how can you create a brand identity that reflects your B2B values and mission to attract influencers who share your vision and goals? Here are some tips to help you craft a compelling and consistent brand identity that will appeal to influencers and their followers.

1 Define your brand purpose

Your brand purpose is the reason why you exist beyond making money. It is the core value that drives your business and guides your decisions. Your brand purpose should be clear, authentic, and meaningful to your audience and your industry. It should also align with your mission statement, which describes what you do, how you do it, and for whom. Your brand purpose and mission statement will help you communicate your unique value proposition and differentiate yourself from your competitors.

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Giuliana (Sannella) Webb

Social Marketing Account Director @ BrandGlue | B2B Tech | Content Strategy | Client Success
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To avoid misalignment in the long term, you should be creating your B2B values and identity, with authenticity, then naturally, influencers and sponsors/partners will follow if they are the correct fit for your B2B brand. It should not be the other way around. Your unique value proposition and other CSR factors should be built in truth, with concrete examples of how your brand is making this happen. Then, rev up your marketing to connect with influencers who align with your B2B's identity - and who also want to make money. Incentives can't be left out of this formula.

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2 Develop your brand voice and tone

Your brand voice and tone are the ways you express your brand personality and attitude through your content and communication. Your brand voice should be consistent across all your channels and platforms, and reflect your brand purpose and values. Your brand tone should adapt to the context and the audience, and convey the appropriate emotion and sentiment. Your brand voice and tone will help you connect with your audience and influencers on a human level, and establish credibility and trust.

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3 Create your brand visuals and style

Your brand visuals and style are the elements that make your brand recognizable and memorable. They include your logo, color palette, typography, imagery, icons, and other graphic elements. Your brand visuals and style should be coherent, distinctive, and relevant to your industry and audience. They should also match your brand voice and tone, and enhance your brand message and identity. Your brand visuals and style will help you attract attention and stand out from the crowd.

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Giuliana (Sannella) Webb

Social Marketing Account Director @ BrandGlue | B2B Tech | Content Strategy | Client Success
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While branding and style can be an evolving piece of your B2B brand, it's important to consider how your visuals meet the eye and if they align with your audience - as well as the influencers or sponsors you hope to attract. My go-to starting point here is to describe your B2B identity in three adjectives. The three adjectives that closely align with who you are as a brand and the type of audience you're seeking to attract. Now, look at your visual or design style, do you (and your team) *feel* those three adjectives when you look at your design?

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4 Share your brand story and values

Your brand story and values are the narratives and beliefs that shape your brand identity and culture. They tell your audience who you are, what you stand for, why you do what you do, and how you make a difference. Your brand story and values should be authentic, engaging, and inspiring. They should also resonate with your audience and influencers, and motivate them to join your community and advocate for your brand. Your brand story and values will help you build loyalty and advocacy.

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5 Showcase your brand expertise and authority

Your brand expertise and authority are the proofs that you know what you are talking about, and that you can deliver on your promises. They include your credentials, awards, testimonials, case studies, thought leadership, and other forms of social proof. Your brand expertise and authority should be relevant, credible, and updated. They should also demonstrate your value and impact, and address your audience and influencers' pain points and goals. Your brand expertise and authority will help you generate leads and conversions.

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6 Engage with your brand community and influencers

Your brand community and influencers are the people who support, follow, and interact with your brand. They include your customers, prospects, employees, partners, and other stakeholders. Your brand community and influencers should be valued, appreciated, and nurtured. They should also be involved, empowered, and rewarded. You should engage with them regularly, listen to their feedback, answer their questions, solve their problems, and celebrate their successes. You should also identify, reach out, and collaborate with influencers who share your brand identity and values, and can amplify your brand awareness and reputation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a brand identity that reflects your B2B values and mission to attract influencers?

1

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1 Define your brand purpose

2 Develop your brand voice and tone

3 Create your brand visuals and style

4 Share your brand story and values

5 Showcase your brand expertise and authority

6 Engage with your brand community and influencers

7 Here’s what else to consider

Influencer Marketing

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How can you create a brand identity that reflects your B2B values and mission to attract influencers?

1

2

3

4

5

6

7

1 Define your brand purpose

2 Develop your brand voice and tone

3 Create your brand visuals and style

4 Share your brand story and values

5 Showcase your brand expertise and authority

6 Engage with your brand community and influencers

7 Here’s what else to consider

Influencer Marketing

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