The importance of a Viable brand

This is critical to the success of any business: having a viable brand.

A viable brand is a brand that does what people need it to do. It's a brand that meets the needs of its customers and provides value in a meaningful way. It’s especially important in B2B tech brands, as it can help establish credibility and trust with potential customers, which is especially important when buying decisions are often made based on reputation and track records.

So, what makes a brand viable?

Well, it all starts with understanding your target audience. Once you have a deep understanding of your target audience, you can start building your brand in a way that meets their needs. 

This might involve creating products or services that solve a specific problem or fill a gap in the market. It might include developing a customer service strategy that makes it easy for people to get the help they need. Or it might involve creating a brand personality that people can relate to and trust.

But a viable brand is more than just meeting your customers' needs.

It's about building a relationship with them. You want your customers to feel that your brand understands them, that you're on their side, and that you're there to help them. This requires building trust and authenticity, two critical components of a viable brand.

Another key factor in creating a viable brand is consistency.

Your brand should be consistent across all touchpoints, from your website to social media to customer service interactions. When your customers know what to expect from your brand, it helps build trust and reliability, which are critical for a viable brand.

Ultimately, having a viable brand is about providing value to your customers. You want to be a brand that people can rely on, that solves their problems, and that makes their lives easier. When you provide value to your customers, you'll build a loyal customer base that will stick with you for the long haul – they’ll fight for you internally and want to see you succeed.

All in all, creating a viable brand requires a deep understanding of your target audience, building trust and authenticity, consistency across all touchpoints, and providing value to your customers. It's about meeting your customers' needs in a way that builds loyalty and drives growth for your business. It’s about doing what you said you were going to do. Which makes life easier for everybody.