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In the increasingly challenging B2B marketplace, how
can B2B companies differentiate their offering to
become more relevant to their customers over the
long term? The answer of course is branding. B2B branding
continues to be a key opportunity for greater marketing
focus with resultant enhanced corporate profitability. In
fact, brands may matter even more in B2B than in B2C
markets. But what, if any, are the differences between B2B and
B2C branding? What are the levers that can make
B2B
branding more effective?
At a recent American Marketing Association (AMA)
Toronto panel, moderated by Brand Matters Inc.,
marketing leaders from Siemens Canada, Capital The panel agreed there are several important
areas
where B2B differs from B2C: The importance of CEO involvement. By
its very nature, B2B branding involves branding
a corporate platform vs. a specific consumer product.
It requires defining the identity of the organization and
how it is going to deliver added value to its customers.
It must reflect the corporation's mission, vision and
values.
This makes it essential to have the involvement of the Diversity of target groups. B2B typically
involves many more target groups than B2C. The
brand may have to speak to customers, employees,
suppliers, media, government, and the public at large,
for example.
B2B also has many more influencers in the purchase
decision-making cycle than B2C. In the medical
profession, for example, the procurement director will The importance of brand platforms and brand
architecture. The panel agreed that in B2B
branding, it is necessary to understand the difference
between brand platform and brand architecture.
The brand platform goes beyond mission and vision
statements to ask questions and make decisions on,
for example: Who are we? Why would our
stakeholders care to do business with us? Who would The importance of trust and partnership. The
emotional values at play in building B2B trust are
more complex than those involved in B2C. You are
building a relationship often over time - between the
customer and the organization. Trust takes time, however, If properly developed, trust and The critical role of internal branding. To meet
the B2B need to speak with one voice as an
organization and provide sustained and consistent
delivery, It is vital to educate employees about the B2B
brand and support it with consistent messaging. In
B2B, the success of your internal branding strategy
can spell the difference between success and failure
in the marketplace. We invite you to view our site for more on the best of
internal branding. Visit our Blog We invite you to visit our Blog with the Canadian Marketing Association. Upcoming Events The Art of Marketing with Seth Godin in Toronto, March 2, 2010, more information
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