I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. The people who make these arguments are leaving money on the table – maybe lots of money. Every B2C operation knows the benefits of branding. Every box on the cereal aisle gets designed and redesigned in a constant battle to win the attention of the shopper as she wheels her cart on by. They only have a moment to capture her eye and earn her notice. Their branding has barely a nanosecond to do its thing. By contrast, the B2B sales cycle can drag on for months or years. There are multiple decision makers across various silos. Branding has plenty of time, and plenty of people, to influence. The firm that brands its offerings has a leg up on its competition because, over all that time, it’s shaping its buyers’ perception of the brand in a positive way. Branding is much more influential in B2B than in B2C precisely because so few B2B firms invest in it. Boardwalk proved that when we worked with a software development firm.
(No blog post this week.
May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, healthy and prosperous New Year.
Read on for some fun branding links.
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Caterpillar Digs Into Emotional Side Of B2B Marketing
Use the brand relationship to make that emotional connection.
How Millennials Are Changing The B2B Buyer Profile
Remember when the B2B buyer was a gruff old guy with an adding machine who sat at a steel desk in a windowless office? No more.
5 Brand Marketing Tips Every Brand Can Learn From the NBA
This sports league has done a lot right over the past couple of decades.
Solving Brand Challenges With The Paradox Process
When two opposing facts cannot both be true, you’re at the entrance to a creative breakthrough.
18 controversial moments in logo design and branding
Yes. Believe it or not, logos can get people pretty irritated. What’s your opinion?
New York City’s most chaotic design system is its most successful
Another example of a fluid brand identity system. This one, grown organically.
Brands Unite For Growth And Good
More and more, people are looking to brands, not governments, to change the world.