Enterprise Brand Messaging & Strategy
Let’s face it: leading a marketing strategy when selling to enterprise B2B is tough. With so many products, services, and decision-makers in the mix, becoming razor-sharp in your brand messaging can feel impossible. But here’s the thing—clear and consistent messaging isn’t just nice to have; it’s a must. In this post, we’ll break down the common hurdles enterprise brands face, what it really takes to overcome them, and some practical tips to create messaging that sticks.
The Challenges of Enterprise Brand Messaging
You Sell A Lot of Different Products and Services
When your business offers a huge range of products and services, it’s hard to pin down a message that ties it all together. Sure, variety is great, but if your messaging is all over the place, customers will struggle to understand what you’re about. And let’s be honest—if they’re confused, they’re not buying.
Take a tech company, for instance. You might sell everything from cloud solutions to cybersecurity tools. These are totally different products that appeal to totally different people. Without a clear overarching message, it’s easy for your brand to get lost in the shuffle.
B2B Means Multiple Decision-Makers
In the B2B world, there’s no single person who makes purchasing decisions. Instead, you’ve got a whole lineup of stakeholders, each with their own priorities. The CFO wants to know how it’ll save money. The IT lead cares about integration. And the end users? They’re all about ease of use.
So, how do you craft a message that speaks to all of these people without watering it down? It’s no small task, but it’s critical if you want to get everyone on board.
Enterprise Leaders Can Be Risk-Averse
Let’s be real: change can be scary—especially when you’re running a massive operation with big budgets and even bigger stakes. Enterprise leaders often hesitate to try something new because the risks feel too high. So, if your messaging doesn’t emphasize trust, reliability, and proven results, you’re probably not going to get very far.
The Challenges of Enterprise Brand Messaging
Getting your messaging right isn’t rocket science, but it does take some work. Here’s what you need to do:
Get Everyone on the Same Page
First things first: your teams need to be aligned. Marketing, sales, product—everyone needs to understand the big-picture messaging, your goals, and how you plan to get there. When everyone’s rowing in the same direction, your messaging will be consistent across the board, whether it’s a social media post or a customer support call.
Make sure everyone knows the brand message and sticks to it.
Know Your Ideal Customer Profile (ICP)
One of the biggest mistakes we see? Brands talking to the wrong audience. To avoid this, you need to define your Ideal Customer Profile (ICP). Who are your best-fit customers? What industries are they in? What problems are keeping them up at night?
Once you’ve nailed down your ICP, you can craft messages that speak directly to them. For example, if you sell an innovative AI tool to CFO’s, you need to really think about which CFO’s you want to attract. Is it the leader who just wants to keep their job? Or the innovator who wants to make their mark on the industry. Define your ICP beyond their demographic and roll (even though you should definitely know those). But think about who they want to be and their mindset. That will help you hit the mark as you build your messaging.
Craft a Clear High-Level Message
At the core of your messaging strategy should be a clear and simple story about what you do, the problem you solve, and the value you bring. Think of it as your North Star. This message should guide everything else you say and do.
We highly recommend the StoryBrand framework for this. This is a great way to hone in on the key questions you need to answer that will lead to the ideas that should fuel all of your marketing.
Make Your Customer the Hero
Here’s a pro tip: your messaging should be less about you and more about your customer. Position them as the hero of the story, and your brand as the guide that helps them succeed.
For example, instead of saying, “Our software is the best on the market,” try, “Our software helps you save time and boost productivity.” See the difference? It’s about showing how you’re making their life easier.
Tailor Messages for Different Audiences
While your high-level message sets the tone, you’ll need to tweak it for different audiences. Different verticals, industries, and personas all have unique needs and priorities. Your messaging should reflect that.
For instance, if you’re a software company, your messaging for healthcare providers might focus on compliance and patient data security. Meanwhile, your retail campaign could highlight inventory management and customer experience. Same brand, different subplots to the story.
Create Content That Helps Stakeholders
Enterprise sales involve a lot of moving parts, and your messaging needs to address each one. From awareness-building content like blogs and videos to decision-making tools like case studies and whitepapers, every piece of content should serve a purpose.
For example, a case study showing measurable ROI might sway a skeptical CFO, while a detailed product demo could win over a technical lead. The key is providing the right information at the right time.
Equip Your Internal Advocates for Success
In many enterprise deals, you’ll have at least one internal champion—someone who believes in your brand and is willing to promote it within their company. Make their job easier by giving them a “Champion Toolkit.”
At the very least, this should include:
- Email Templates: Pre-written emails they can use to introduce your brand to colleagues.
- A Brand Messaging Overview: A simple, polished PDF that highlights your key messages, value props, and proof points.
Bonus points if you include other resources like slide decks, testimonials, or ROI calculators. The more ammo they have, the better.
Without a Champion Toolkit, you’re at risk high-potential prospects play a bad game of telephone about your brand.
Wrapping It Up
Enterprise brand messaging doesn’t have to be overwhelming. Yes, it’s complex, but by focusing on alignment, clarity, and your customer’s needs, you can create messages that resonate and drive action.
Remember: get your teams aligned, know your audience, and always keep your customer at the center of the story. When you do that, you’re not just delivering a message—you’re building trust, credibility, and long-term success.
Ready to take your enterprise messaging to the next level? Get clear, stay consistent, and watch your efforts pay off.
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