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branding B2B
Created on September 18, 2014

Branding B2B is The Same as B2C

Written by Melinda Stephenson, Jr Art Director, Sandbox Brand Marketing

Most of the time we make contact through companies through Marketing VP’s, or someone on the board. Even when a firm is doing really well, the CEO/Owner of a company can look at a firm like ours, that is trying to sell Brand, cross eyed. What they don't understand is that even if you're not selling trendy shoes with a storefront you can still Brand your company.

Reasons to invest in branding for B2B is similar to B2C even if you're not selling shoes.

  1. You want to build a circle of customer awareness, investment and retention.
  2.  You want to get the best return on your sales and marketing efforts.
  3. The buyer’s journey is long and complex and often involves multiple decision makers.

Ensuring you have a clear brand strategy will help you:

  1. Be clear on your business strategy,
  2. Motivate your employees and stakeholders through culture,
  3. Culture and business savy can attract talent, investors and government support, and
  4. Influence the decision makers prior to the close of the sale by creating awareness.

The complexity of some B2B sales often makes the idea of a single simple brand promise and position seem like a make work project. With a sensible approach all strategy can be whittled down to showcase a brand position and personality. Even if this position may not show you’re the best, it can show how you're different. This allows your client to quickly understand why your solution will fulfill their need(s) and why to move into a buying decision.

Businesses need to realize they have a brand, whether they know it or not. It may be poor or outstanding, it’s all about how your audience relates emotionally to your brand position and personality. Even if you have a rocket scientist of a sales man, and they jump ship, you still have your brand, and it will keep your clients coming back for more, and better yet get you referrals.


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