In our previous newsletter, we stated that developing a successful brand strategy requires some key components such as knowing the target market; understanding and articulating the brand values in-house; testing and refining brand values with the target market; communicating clearly and consistently across the right media formats; and delivering on the brand promise. According to our readers, understanding and articulating the brand values in-house, is the hardest piece of the puzzle to get right (50% of respondents).

We also asked an open-ended question: "What are the most common mistakes online B2B companies make in their brand strategy?" Here are some of the most interesting responses that we received:

"Not understanding what their relevant differentiating benefit should be to the customer. Therefore they cannot possibly hope to be relevant or differentiated from competition other than on a price basis." - Respondent from a market research company.

"Typically, companies don't take the time upfront to really understand and test the value of their offerings with target audiences. They may be missing key elements that would "stick" with targets and focusing on benefits they believe to be important to the business....missing the mark." - Respondent from a consulting company.

"Treating their audience as a single, faceless, industrial being rather than exploring options that speak to the individuals that are actually executing business online." - Respondent from a consulting company.

"Not delivering on the brand strategy internally (thus a poor outward brand)." - Respondent from Marketing/Advertising industry.

"Assuming that their (internal) "message" resonates with the target market" - Respondent from Information Technology industry.

Unfortunately, only 14 people responded to our survey, so the data received has only anecdotal significance. We hope that our readers will participate more actively in these short surveys that are designed to get a feeling of the most pressing strategic difficulties companies encounter.

If you have suggestions of survey questions to be asked in conjunction with the next issue of our newsletter, "Shift to Customer Value", please, email ozilberbourg@gantrygroup.com.