B2B Branding Lessons — Scott Baradell // Idea Grove

Quotes

• "The first thing I have to convince any client when they want to do B2B marketing, B2B, is that B2B is similar to B2C except for the lower budget. I always tell people that the main ways that marketing exists, what it's for, and what it does they are the same. And that starts with branding and marketing being about emotion rather than logic." - Scott Baradell

• "I used to start the branding sessions by saying, what's your brand essence? What do you do? In other words, so what's that? That core benefits. Now I start, I go even further back, and I say, the first question I ask is, why do you exist?" - Scott Baradell

• "There's almost always that kind of superhero origin story you can tap into that other people can connect to. And if you've got that kind of story, well then, but all you do is tie it to your product. You'll be like that person at the party who talks about themselves the whole time." - Scott Baradell

• "Three-dimensional branding for us is how we do it today. And every brand, B2B or B2C, should have a head, body, and heart. Yes, the body is your product, but if you have the body alone, you're like a zombie, right? You're just staggering around the head, is your thought leadership? The heart is your social purpose. You need all three of those things." - Scott Baradell

• "Let other people talk about you and your product. You speak about brilliant ideas leading your industry in the future. You talk about how you're doing things beyond your product to make the world a better place and let other people say, this is the best product I've ever seen." - Scott Baradell

• "What I tell my clients is it's not like you have to come up with some incredibly unique charity to align with, to have a unique social purpose. It's the narrative that pulls it all together and how you tell the story explaining why you did it." - Scott Baradell