The importance of brand building in the IT Channel
Balance ROI with strategic brand-building

Your brand is your most valuable asset. It has the power to shape customer perceptions, influence purchasing decisions, and foster long-lasting relationships. So why would you hesitate to invest in it?  

For a long time, channel marketing has been dominated by vendor messages and the push on services and solutions to fill a pipeline. While this approach remains necessary to drive impact and ROI, especially in the current climate, the spotlight is increasingly shifting towards brand and how Channel Partners can stand out. A strong brand presence and message are becoming more crucial in the IT channel as customers seek to consolidate their partner base. The same holds true for distribution. 

Standing out and presenting a strong brand is more important than ever. In the ever-evolving IT channel, standing out continues to be a challenge. The explosion of AI , and the rapid emergence of marketplaces highlight the need for a strong and trusted brand, as the market becomes even more saturated. Working with a brand that fosters trust, and genuine values will be a key component of marketing strategies as distributors and channel partners navigate this changing landscape. 

Here are five tips for building an effective brand strategy: 

1. Build a strong value story that differentiates  

Many companies have a brand that includes a logo and colours, and many have a solid offering in terms of services and solutions. But what about your value story? Brand is more than just a logo. 

Your brand value story is what truly sets you apart and helps build human connections. Spend time identifying your true differentiators and the values you care about as a brand. Ensure these elements are woven into a compelling value story for employees, customers, and prospects. 

2. Establish a market presence solely focused on your brand 

Create a voice in the market that continually feeds your customers and prospects with a strong brand campaign and message. Remember, only 5% of buyers are in the market at any given time.

What about the other 95%? They need to connect with a brand that they feel can support their challenges when the time is right. Consistent brand messaging helps keep your company top-of-mind for when they are ready to make a purchase.

3. Get everyone on board  

While brand is often owned by marketing, it needs to be believed in, and invested in, by the entire company. Getting everyone aligned to invest in brand activities can be challenging, especially in the current climate where budgets are scrutinised . Think about ways to sell the importance of brand to your board of directors. 

Move the conversation away from marketing and discuss how building a strong brand can foster growth and build your prospect pipeline. Consider your business objectives and growth ambitions and think about how brand plays a part in driving demand.

4. Listen to your customers  

Ensure that a part of your brand activity focuses on truly listening to your audience. While you likely know what you want to say and how you want to portray yourself, take the time to listen to your customers. 

Consider what they want and need, and ensure your brand speaks to their needs on a human level. This approach not only builds trust but also ensures that your brand remains relevant and responsive to market demands. 

5. Lean into your loyal customers  

Show, don’t just tell. Being able to talk about real success stories helps build a strong narrative around your brand value story. Ensure that case studies and customer success stories are part of your always-on strategy. 

Seeing is believing, and showcasing real-world examples of how your brand has made a difference can be incredibly powerful. 

Conclusion

Brand building doesn’t need to be a heavy, expensive investment on the bottom line or require a major rebrand. However, it does need steady commitment and investment from the whole business. 

While it may be difficult to commit to brand activities in the current climate where ROI is demanded, there is a valuable place for brand activity in the market.

Stand out and be seen. 

I’d love to hear your thoughts – let’s have a chat.