Is brand still important for B2B companies?
The biggest brands belong to consumer-focused companies like Amazon and Apple. So is brand still important for B2B companies?
Many B2B (business-to-business) companies see brand as a tool for consumer-focused companies, like Coca-Cola, Nike or Tesco. These companies need a brand to attract customers and support their advertising. But B2B companies don’t. B2B companies rely on reputation, word-of-mouth and price. They need something more tangible than brand.
But those B2B companies don’t understand brand and its potential to drive business success. Your brand is everything. This includes the quality of your work, your customer service, your logo, your price, your website – everything you do. Your brand is your reputation – it’s what people think about you. So every business has a brand. It’s not something you chose.
The difference is how you use it. A B2C company – like Coca-Cola or Apple – will use their brand in a different way to a B2B company. B2C and B2B companies are targeting different audiences, so they’ll use different channels and different messages. But it’s all brand. Everything you do is part of your brand. So brand is just as important for a B2B companies.
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Our services: How can we help you?
A clear brand strategy will create a competitive advantage for your business, and make it easier to win new customers. This is because it brings focus to your business, so you can identify what’s most important and make the best use of your resources.Brand strategy: Read more
Your brand identity will help you to raise your profile and stand out from your rivals in a competitive environment. We’ll work with you to create a strong brand identity that is distinctive and memorable, so you can make an impact, in print and on screen.Brand identity: Read more
Strong brand management will drive your business success more efficiently and effectively. It is the process of building a relationship with your customers, by managing the quality of their experience, through every interaction people have with your organisation.Brand management: Read more