Recently, Etsy – the online marketplace for handmade goods – launched a new marketing mission, “Keep Commerce Human”. The campaign spotlights its sellers, while addressing the rise of automation and mass production… as threats to its community’s cherished handcrafting brand promise.
Rather, they promote the platform’s values of empowerment, engagement, creativity and sustainability.
For builder products, ‘brand values’ must provide a similar foundation for how products are perceived and the ways long-lasting partnerships are formed. These values embody the principles that drive an organization – and shape interactions – with customers, suppliers and stakeholders.
Incorporating brand values into building materials marketing and strategic branding plans enhances credibility. Creating differentiation and fostering trust.
Ultimately, delivering higher value and profits.
According to research from Edelman, 80% of B2B buyers prioritize trust when making purchasing decisions… highlighting the importance of clear and consistent messaging around brand values.
Successful marketing programs build upon this foundation. Emphasizing the alignment between a brand’s core beliefs and the practical needs of their prospects.
The Role of Brand Values in B2B Building Product Marketing
Brand values transcend features and benefits. Extending promises well beyond a new logo or memorable slogan. They reflect a company’s mission, vision and ethical principles… such as innovation and sustainability.
Integrating brand values into the fabric of B2B marketing helps build deeper, more authentic relationships with architects, designers, contractors and distributors. These audiences often seek products – that not only meet functional specifications – but instead align with their own business philosophies and personal values.
Of course, purpose-driven companies maintain profit as a core component of their mandate… yet they also exist for far more, in terms of greater impact on people and society. Consider organizations like Conscious Capitalism that exist to foster ‘forces for good’. And books like The Purpose Playbook – for executives who wish to place purpose and values – at the core of their business.
Many categories in building products and services traditionally promote features and benefits… such as the case in architectural and interior design (SaaS) software. Developing technology improvements so rapidly, it often feels like a race for the latest virtual/3D/AI capabilities.
Yet few begin with a firm foundation of a brand promise… differentiated by purpose and values. As well as true empathy for – and understanding of – the audience.
Designers and specifiers all-to-often in this category are viewed as application seat holders.
Who are ripe for an upgrade to the latest patch-pack or version.
Rather, purpose and values drive emotional connections. According to a study by the Conference Executive Board (CEB), emotional brand connection is stronger – twice that for B2B brands – than B2C brands. The reason simply put is that the stakes are higher in the purchase decision. After all, a wrong decision in B2B solution providers can negatively affect one’s career.
Where Brand Values Fit
Placing brand values at the core of a brand strategy and marketing plan requires strategic thinking and precise execution. For building product marketers, this begins with defining values clearly. And ensuring they resonate well with audiences.
These values should permeate every aspect of a marketing plan – from messaging to customer relationships – and especially in product development.
Best Practices for Integrating Brand Values into Marketing Plans
- Authenticity and Transparency: Claims about sustainability, innovation or craftsmanship must be substantiated by actions. For example, building product manufacturers promoting eco-friendly solutions should include certifications – and case study evidence – in marketing campaigns. Atlanta-based Interface, a global leader in flooring products, has for decades been led by a mission to have zero impact on the environment. The brand promise extends far beyond industry environmental reporting requirements… designed to hold itself fully accountable to its quest.
- Internal Alignment: Ensuring that all team members understand – and embody – brand purpose and values is key to delivering a consistent customer experience. Building product brands like USG Corporation, which produces innovative drywall solutions, have integrated their brand values into their organizational culture. Ensuring that everyone – from sales team to production floor – embrace the same principles. This alignment ensures that external marketing efforts mirror the values upheld internally.
- Adaptability Across Channels: While brand values must be consistent across all marketing channels… the message may need to be adapted to resonate best with each audience. Social media, websites, advertising and regional event activations – all should communicate the same core values – while aligning with each platform’s unique format. For instance, construction industry tools giant Hilti emphasizes safety, productivity and sustainability in every communication channel… from its digital content to trade show experiences.
- Metrics and Monitoring: Regularly assessing the harmony between brand values and customer perceptions remains crucial. Tracking metrics – like sentiment, customer feedback and engagement levels – provide insights into how well values are resonating. Customer surveys, focus groups and monitoring industry trends can help ensure that marketing plans… remain aligned with evolving channel demands. Consider participating in customer councils or boards to help better frame expectations.
Elevating brand values and purpose at the core of B2B marketing in the building product industry – offers a compelling strategy for building trust – while differentiating products and cultivating deeper relationships with key stakeholders.
From messaging and product development to fostering partnerships… the integration of core values should guide every aspect of a brand promise.
By adhering to best practices in authenticity and internal alignment – building product marketers can ensure that brand values not only resonate – but also drive long-term success.
When you’re considering development of a foundation for purpose and values in your brand strategy – and ready to enhance the effectiveness of your marketing efforts – we’re here to help. Send an email to Steve sk@kleberandassociates.com to get the conversation started.
