Collaborative. Responsive. Client-focused. Innovative. These are some of the most commonly used go-to-market messages for B2B organizations. Nearly identical value propositions like these create a dangerous "sea of sameness" for this industry.
As marketers, we must dig deeper. We need to find a point of view that is authentic to the character of our organization and unique to our competitive set and vertical. Without this, it's impossible to separate from the pack and present your clients and customers with a brand experience that is more than just your snappy color palette or slick logo.
Once that unique POV is established, simply articulating your organization's brand doesn't make it true. One North developed the Relationship Cycle to help relationship-based businesses identify when, where, and how these organizations need to engage with their audiences. Only by activating Brand across the various stages of the Relationship Cycle - for both internal and external audiences - will it be brought to life in a way that will influence current and prospective clients, and drive loyalty and advocacy.