Brand positioning can often be a struggle for tech companies that haven’t invested in a core PR and messaging strategy. It can be challenging for businesses to see themselves from the customer’s perspective. Particularly in tech, strong brand positioning is essential to stand out in the eyes of prospective customers. This is crucial to crafting messaging that resonates and ultimately drives growth.
But, what does strong brand positioning look like? The best way to understand is to look at a few examples we’ve worked on here at Red Fan.
Strong brand positioning can…
Build B2B brand awareness with investors, industry influencers and media.
It can be especially challenging for new entries to differentiate themselves in an established industry. When your competition has owned the market for decades, the right brand positioning is especially critical to stand out and gain early traction.
LeanDNA was faced with this exact situation. A supply chain software company looking to disrupt a well-established industry. They wanted to engage with a PR firm that could highlight their differentiators and leverage core messaging in a strategic media strategy.
The Red Fan team focused on leveraging case studies and commentary from LeanDNA’s CEO on current events and evergreen manufacturing topics, keeping their unique, factory-focused value proposition front and center.
In this instance, strong brand positioning went head to head with the well-established competition The communications strategy paid off, as the campaign resulted in an 18x increase in media mentions, a 12x increase in SOV, and 5.6% referral traffic explicitly driven by PR.
Help brands pivot during challenging times
Several years ago, Babson Diagnostics, a customer-first medical technology brand, was gaining momentum for its revolutionary method of drawing blood for diagnostic tests. As the COVID-19 pandemic began, they recognized a powerful opportunity to apply their technology to meet an immediate need. They enlisted Red Fan to help with positioning and strategy to help with their pivot.
Pre-COVID, Babson was a young and relatively unknown commodity within a massive medical technology market being dominated by multibillion-dollar corporations. In April 2020, Babson launched its COVID-19 serology testing, used to detect the presence of antibodies to SARS-CoV-2 and determine if a person had the virus in the past.
Tests were made available to Austin-area COVID-19 patients, frontline employees and researchers. Then in June 2020, Babson secured emergency use authorization from the FDA. The focus stayed onon getting the word out of Babson’s unique technology and applications during the COVID-19 pandemic.
Strong brand positioning must be not only clear and concise but also easy to find and digest. To that end, Red Fan developed Babson’s brand positioning and messaging from the ground up and built their first-ever website leveraging their messaging. The results were powerful with an impactful media relations strategy: a 300% share of voice increase, more than 100 media mentions in target publications, and 12% web traffic attributed directly to PR.
The Red Fan team is built of senior consultants that can help you craft or refine your brand positioning.
Strong brand positioning is at the heart of any results-driven PR and communications strategy. Red Fan experts can work with you to craft a powerful messaging and narrative to help B2B companies stand out from the competition. Learn more about the extensive range of PR and communications services or take it to the next level and contact the Red Fan team today.
