Keeping It RealIn today’s instant message, Twitter and Instagram societies, people are quick to respond that they “kept it real.” That vernacular means a person stayed true to their core beliefs… especially when facing adversity. We reserve a special place in our hearts for people who keep it real… who place value on being authentic. In fact, pop culture, music, history and business all have examples of people keeping it real. Romeo and Juliet kept it real by dying for their eternal love. In the movie Braveheart, William Wallace (played by Mel Gibson) kept it real by shouting “Freedom!” as he was being executed by the British. Cardi B started as an uber-authentic Instagram personality—where fans came to love how she keeps it real—before reaching her current level of stardom. And Elon Musk tries to keep it real by sticking it to the traditional automobile industry with Tesla. These individuals and instances resonate profoundly with most people. Branding in the service business-to-business (B2B) industry is judged by this same criteria… especially with next-generation consumers who demand authenticity. The B2B service industry generally encompasses three different types of categories:
- Products, or tangible goods sold directly to other business, such as office supplies or food for a restaurant
- Software for business computers
- Services, such as legal advice to corporations, security services and call centers.