Next year B2B marketers will see a lot of activity around branding and building an authentic “voice” for the brand – particularly online. These trends not only impact the look and feel of a brand, but also what it stands for and the story it tells to prospects, partners and investors. Recent 2012 trend presentations at the Web 2.0 Summit by Mary Meeker, Analyst at KCPB and Joanne Bradford, CMO of Demand Media highlighted the requirement for story authenticity and content differentiation in 2012.
In her “12 Trends” presentation, Meeker talks about “authentic identity,” and how, in the age of ubiquitous technology, it is becoming increasingly difficult for people–and companies–to hide. Every prospect, client and partner of your brand is weighing how much information to share–and what to hold back. What we say must be truthful, consistent and real. She observes that social networking is proving to be not just a powerful engagement model, but also a pervasive new wave of opportunity that spans the online experience.
Slides of particular interest include:
- 20-22: projected growth of mobile advertising
- 35-40: online and mobile advertising opportunities
- 42: content creation
- 51-52: authentic voice
Bradford talks about how to create a meaningful story that captures attention and differentiates you from the competition. “Every expert deserves to be followed,” she says. The old ways of content creation are antiquated and new media offers new ways to tell a story. New communications must be clear and simple.
What do these digital trends mean to a B2B brand marketer? To me it seems that a brand needs to create a story and own it. The brand must be uniquely positioned against the competition through its story across every platform – especially smartphones.
These web trends toward differentiated content and authentic identities also make me think about brand naming. In 2012, expect names to become conceptual, as there are more than one million names, taglines and logos registered with the U.S. Patent and Trademark Office. Names that are coined, abstract, or arbitrary stand the greatest chance of clearing the multilayer of the naming process.
As abstract names become more common, storytelling will increase in prominence. More than ever, brands are increasingly accountable to a vocal and socially networked public, so the story and the name are even more mutually intertwined.
It is critical to take a holistic approach to the brand and look at it from every angle for consistency, authenticity and unique positioning. Happy 2012 planning!
