Do B2B companies need branding?

Branding is defined as “the process of creating a unique name and image in the customer’s mind”. It’s more than just your logo and graphics. It’s the whole experience. With B2B, compared to B2C businesses, it’s more than just a transaction. It’s a long-term relationship that increases in value over time.

B2B buyers are very busy people. They try to make decisions based on hard evidence and B2B branding makes it easier for them to make that decision. Shorten their decision process by showing them what makes your brand different or special!

Here are some attributes that your branding should be able to communicate:

  • Uniqueness or differentiation – What makes you stand out from the competition? What makes you better? If your product is properly differentiated, you can charge more.
  • Consistency and quality – In B2B, large purchase decisions are on the line. To be consistent, how you communicate your brand identity and values echoes through all your social media channels, your website, your content, the quality of your product and service, and how your employees interact with your customers.
  • Customer Knowledge – How well do you know your customer? Your brand should show that you know and understand your customer’s needs, that you care about them.
  • Passion and purpose – Simon Sinek has told us repeatedly about the “Power of Why”. It’s not just about what you do or how you do it, it’s about why you do it as well. What drives you to do what you do? These days, purpose defines everything.
  • Culture and personality – While these are usually associated with B2C companies, B2B companies should understand that culture drives customer relationships as well. If your company culture emphasizes caring for customers, then your employees would be more motivated to continuously improve at what they deliver. Studies show that companies with a strong culture outperform their competition by 147%.

Take some time to reassess your brand and see if you effectively show your brand through your visual identity, company values, and customer experience. See if you can, through these things, answer the question: “Why should your customer choose you over the competition?”

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