đ¤ Comfort In a Time of Chaos
When Stranger Things came out, its entire brand was based around nostalgia⌠and then, a surge happened. It became trendy to wear baggy jeans; Dungeons & Dragons fell into the mainstream (which it never was before); and 80s films were all the rage. Or when TikTok rose to fame, it filled the gaping hole that Vine (remember that?) had left, filling the gap perfectly, only this time with a working advertisement system.
Thereâs a lesson to be learned here: people resonate with what once made them feel good. When the world becomes an increasingly chaotic one; when the surrounding, external, uncontrollable vicissitudes appear in overwhelming quantities â whether they be a war, a pandemic, devolving politics, or overly rich businessmen â the inhabitants of said world will flock to a time of comfortability.
In other words, they will flock to a time when things were easier.
đ§ Yes Yes, Very Philosophical, But What About Branding and B2B?
Whilst those in the B2B world bang on about innovation, automation, how new SaaS technologies are the future and if you donât agree then youâre falling behind, we at SaaS Marketer Weekly want to bring a new take to the table: youâre wrong.
There is a reason so many folks are reluctant about A.I. and all other new systems, and itâs because human beings are naturally scared of change, they fear the unknown. So when all these companies are jumping onto LinkedIn to promote their big, new SaaS companies with the word âinnovationâ plastered onto them over and over again, it can evoke a feeling of uncertainty.
So how do we make people feel comfortable and confident about these new B2B and SaaS businesses? Easy: branding.Â
In a 2023 Momentive study, a whopping 91% of marketers said that branding was critical to their company. But due to frivolous company politics and budgets, brand marketers are under so much pressure and strain that they canât get the work done, leading higher-ups into thinking that perhaps their efforts arenât all theyâre cracked up to be.
And the proof is in the pudding, because, according to another study by Gartner, 81% of customers wonât do business with a brand they donât trust. So maybe, instead of flaunting and pushing our businesses down customersâ throats with no care for how it comes across, letâs start trying to warm them up to the idea instead.
Branding is, at the end of the day, all about understanding the human experience and building trust. Thatâs all you need to do. Donât overthink it, and donât try to be something youâre not, especially in the B2B hemisphere weâve found ourselves in.
Sam Hollis is a Writer for Fame, SaaS Marketer, as well as his own fictional short stories. He lives and works in Birmingham with his three cats and his dog (way too many pets, if you ask us)