B2B: Do Brands Still Matter?
B2C purchases are driven by desire, need (or both). B2B purchases are driven by absolute need.
A brand represents the promise of quality, and quality (for the most part) is equal among consumer brands. In fact, products aren’t replaced anymore because they fail; they’re replaced because they become technologically obsolete.
Brands now have more impact in the B2B market because brand loyalty in B2C appears to be diminishing due to generational shifts in expectations, lifestyle changes, and consumption-pattern changes.
Consolidation is also a factor. Brands have consolidated in B2B as well as B2C, primarily due to mergers, acquisitions, and consolidations. The vanquished have lost their identity, and many brand choices have been eliminated. It becomes a challenge for the marketer to manage brand identity during these brand transitions.
7 Considerations for Brand Optimization
Understand your target customers’ purchasing process. Develop a value proposition that emphasizes brand-value and builds your brand image — such as service, support, and company reputation.
Build your brand, nurture it, enhance it. Demand respect from all who utter its name or gaze upon its logo. Make your brand unique through what it represents. It’s the essence of your business.
Consider the value proposition of your product(s), and ensure that your brand aligns with it. Position your product brands to align with the character of the corporate brand.
Company brands should align with the mission and values of the company. Product brands should align with the product family, highlighting the capabilities of the product(s).
To build the strength of a brand, manage the number of products and derivative brands.
An example of this could be a product called “Hero,” and its derivatives might be: Hero-Pro, Hero-Max, Hero-Ultra, or some combination of prefixes and suffixes.
Review your brand marketing. Visuals and messaging should support your brand, including the logo, colors, fonts, and tagline.
Marketing campaigns are developed for two reasons: awareness/brand building, or lead generation. It’s critical in the initial stages of development that the intent is clear and the campaign tactics align with the goal.
Brand management is a science. As a company grows through acquisition, it absorbs products and brands and typically phases out legacy brands over a defined time period. This process requires a thoughtful shift.
Create a Transition Plan
Transition can be difficult. Branding is emotional, and employees (especially salespeople), take tremendous pride in their brand of products, even as it’s being erased. It’s important to have a transition plan and follow it so emotions don’t get in the way.
If you need help with a brand strategy, contact us for a consultation.
