Why is brand clarity crucial for B2B telecoms and IoT businesses?
Telecoms and IoT businesses tend to sell complex products and solutions, and it’s not easy explaining these offerings to customers. Add on unclear messaging and an outdated visual style, and your business will suffer. After 13 years of working in this industry, we’ve seen how successful brands stand out, and how some struggle to clearly communicate what they sell.
The answer? Brand clarity.
Unsure on what brand clarity is and why it’s crucial for your business? In this blog I’ll show you how it helps convey your key message, values, and purpose, positioning you as a trusted partner, ensuring you stand out, and generating new leads.
But before we dive into why brand clarity is so important, let’s first define what it actually is.
Your brand is more than just a logo and set of colours; it’s why people buy from you. It’s what tells your story and articulates your offering.
Brand clarity is an extension of that – it’s about ensuring your target audience understands the value you bring. It’s what separates your business from all the others, makes you unique, memorable – and could be the reason you sign that big deal or don’t.
If you have a distinct brand that stands out, and customers can clearly understand what you sell, you’re no longer in a race to the bottom on pricing and can stand on your own doing what you do best.
Ask yourself this, can your target audience clearly understand what you sell, and do you stand out against your competitors?
So why do telecoms and IoT businesses need to know about brand clarity?
Here are some common problems I’ve seen – and ways brand clarity solves them:
Brand clarity ensures strong, precise language your partners can use to attract customers and secure deals.
With a strong brand that fully conveys your entire offering, you’ll stay top-of-mind with your audience, and prospects will come to you for the solution they need.
Brand clarity is about making it easy for your target audience to understand what you do and the value you bring, every time they interact with you or your content.
A clearly defined brand message that speaks the same language as your prospects will show you understand your customers’ world.
With a distinct brand that sets you apart and quickly demonstrates your differentiated value, you’ll build trust, credibility, and loyalty.
So why do telecoms and IoT businesses need to know about brand clarity?
Our work for Pangea is a great example of how strong brand clarity can transform a business.
Pangea began as a bootstrapped startup in 2015, and by 2019 they’d grown into an established Channel player. But the brand was starting to look and sound slightly outdated, and they needed to update their messaging to reflect where they wanted to take the business next and ensure they were creating maximum value for their partners. On top of all this, they were trying to compete with powerful Major Network Operators. Pangea needed to stand out.
We worked on an updated brand identity, along with a brand strategy, brand story, and value propositions to help guide their messaging.
We didn’t stop at branding – we continued working with Pangea across the full range of our services (website development, SEO, brand awareness, lead generation) which resulted in revenue growth from £33K to £6m+ in just 6 years. All of this was made possible by a memorable, distinct, clear brand that customers could understand and wanted to work with.
Another example is the work we did for Sesui, a cloud communications software business. Sesui also needed a clear brand message and purpose the whole team could get behind.
Brand building starts with the foundations. We ran workshops with their team to understand what makes them tick, then used this to solidify their purpose and values. This informed our creative strategy that would define their new identity and communications.
With a powerful set of unifying values and a clear vision of how to bring them to life, we created a bold new identity for Sesui and gave them the tools to keep their communications clear, consistent, and engaging.
This led to 30% more new business, a 30% higher net promoter score, and 100 new sales leads – all from a coherent, fresh brand identity.
Brand clarity – the starting point for your telecoms and IoT business
Ask yourself this: can your target audience clearly understand what you sell, and do you stand out against your competitors? Or better yet, ask your target audience. We’ve set up surveys for several clients and often this is the best way to audit your brand clarity. You can see how much they understand the value you bring, and also pinpoint areas for improvement.
Importantly, brand clarity isn’t something you just work on once. It has to be reviewed constantly, as competitors and the market change, and your business goals evolve.
What these two examples above show is that in order to grow you need a clear brand that stands out on its own, and is understood by your target audience.
Overall, brand clarity ensures that your identity is well-defined, cohesive, and easily recognisable. It helps create a strong brand presence, build trust with your audience, and enhances brand perception. We can help you get there.
Want us to audit your brand and see how we can help your business grow?
An award-winning Graphic and Motion designer specialising in animation, illustration, branding, video, and websites, Tim’s on a mission to make everything move. He has worked alongside top brands like Coca-Cola, Dynaudio, and Lucozade.
