#11 – How to leverage positioning and messaging for growth in B2B? (with Vassilena Valchanova)

In this conversation, we delve into the intricacies of brand messaging, exploring the distinctions between personal and business brands, the significance of trust, and the layered concepts of brand, positioning, and messaging. We discuss the challenges startups face in building a brand, the importance of understanding target audiences, and strategies for effective positioning and messaging in B2B contexts, especially when navigating multiple stakeholders.

In this episode, we cover:

• 00:00 Personal brand vs business brand
• 06:10 The importance of trust in branding
• 08:56 Understanding brand, positioning, and messaging
• 15:02 Challenges in building a brand
• 19:52 Positioning and messaging strategies
• 27:01 Navigating stakeholders in B2B branding
• 29:20 Understanding your Ideal Customer Profile (ICP)
• 35:06 Balancing simplicity and depth in messaging
• 49:56 Jobs to Be Done framework: A user-centric approach
• 57:18 Understanding customer conversations
• 01:00:31 The role of AI in marketing
• 01:05:58 Building a personal brand
• 01:10:27 The personal branding blueprint
• 01:16:09 Navigating customer needs
• 01:22:53 Final thoughts and future directions

Get “The Personal Branding Blueprint” course from Vassy for €99 before the end of October with the discount code WHATSWEB ⁠⁠⁠https://valchanova.me/personal-branding/⁠⁠⁠ .