Why should B2B companies adopt a branding strategy based on specific goals? This question is no doubt common and legitimate. As decision makers, thinking about branding alone is a real competitive advantage.
The branding strategy in B2B must be unique and offer an unparalleled client experience. The link between “client experience” and “brand perception” is powerful, because an optimized client experience will differentiate you from your competitors, improve the client relationship and positively influence the perception they have of your brand.
Let’s be clear: corporate branding with B2B prospects is just as essential as shoe branding with the average person and can become a real differentiator, which is why it should not be neglected.
First of all, what is branding?
The word branding represents all the marketing actions that your company will implement to generate an emotion for the client. It will be made up of the logo, the graphics, and all the values that are conveyed by the company in question. It allows to give a company a strong personality and a unique identity. The objective of branding is therefore to create a link, as previously mentioned, between a company and its clients.
In the case of a B2B company, clients must be considered as consumers in their own right. The interests of branding remain the same as for a B2C company.
Why is branding not useless in B2B?
Not only is branding not useless, but it has become vital for all companies to implement a branding strategy. Here are a few good reasons to get started in order to develop your business effectively.
Branding for self awareness
The very act of thinking about the values that the company wants to convey to its target audience will allow you to sit down and think about the true identity of your company. You will need to think hard about your values and your DNA. This will allow you to have a clearer and more precise vision of your company. Calling upon a communication agency is an excellent idea because it will bring you a fresh and external view of your activity. This thought process will also be an opportunity to review your marketing objectives: your offer, your target, your targeted positioning, to name a few.
Project the right brand image
Putting forward these values will help you project the right brand image, which will reach the client. The client has the power over which partnership he will enter into and the final decision is his. So, it’s necessary to convince them of your values because this will have an impact on their choice.
Influencing the client’s choice
Speaking of power of influence, branding, if done correctly, will make you known to your target clients. With your new clear brand image, you will be able to clearly state your offer, which will strongly differentiate you. Branding will play an important role in the client’s choice of company to work with. The choice of values and the strong identity that you put in place will therefore be decisive in establishing a relationship of trust between you and your clients. This is particularly important in B2B where the supplier/client relationship is often more a partnership than a simple transactional relationship.
All the values, messages and symbols that you will communicate to your target group will help you build loyalty among your clients. The branding you will put in place will allow you to become a reference in your field.
In the end, the key to branding is to be clear about the company’s “mission” so that the client can identify with and clearly understand your positioning, and thus gain your trust! Without trust, there is no transaction!