Go for the B2B Gold

11 Aug

Butterfly Stroke Swimming Champion

The Olympics Inspire B2B Excellence

The Olympics has become one of the most anticipated events throughout the globe. You may even have favorite athletes or events that you always enjoy watching. With such stories of triumph, unity, and humanity the Olympic brand is personal and inspirational. From watching some of the games with my family, I realized that they can teach B2B marketers a thing or two when it comes to creating a long-lasting brand and engaging audience experience.

According to Sponsorship Intelligence, the Olympics not only wins on appeal, but scores higher than many other global brands on values such as inclusiveness, inspiration, and excellence. The games strive to bring the world together through sport, and its overall movement is for a higher purpose—going above and beyond consumer expectations.

Although the colorful rings are one of the most recognizable and beloved logos, branding doesn’t just stop with a logo. Branding is essential because it shows the development and thinking behind who your company is and why people will connect. These days people are bored of perfection, and throughout the Olympics there is a healthy amount of achievement, as well as humanity. A powerful moment in Olympic history that captured hearts across the globe was Jamaica’s first-ever bobsleigh appearance, and although they went medal-less, their story was so inspirational that it even led to a Disney movie.

During the Olympic games, the moments that have been most memorable for fans have showcased the personality of individual athletes, their “brand,” like Carl Lewis or Michael Phelps—it’s the people who define the movement for fans. It’s important to realize that while you may be marketing for business-to-business, there are people who are making the decisions within each interaction and are who you need to build relationships with. By doing so, your business can create its own legacy.

Whether it’s watching Michael Phelps win eight gold medals in 2008 or fans being inspired by the 2012 London Olympics to get out and get active, the Olympic brand tells a story of inspiration that virtually anyone can relate to. Most importantly, the experience for both fans and athletes from around the world is unforgettable. As B2B marketers, we need to strive to create shareable moments, just as the Olympics did with record-breaking tweets during London’s 2012 opening ceremony. Engaging with your audience across your brand’s many different channels to reflect your brand’s true personality—and for transparency—results in winning the gold.

So whether you are a marketing giant, or a triumphant underdog, this year’s games serve as a great source of inspiration for both branding and customer experience. Take heart like an Olympian, and bring your brand center-stage with inclusiveness, inspiration, and excellence.

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