Let’s Understand Business-to-Business Branding

5 Mins

Business to business or B2B is a physical and electronic transaction that happens between one business entities to another business entity. B2B is the sales of product or services that offered by one company to another. In this term, they are not selling directly to the customers but to several companies. For example, you have a big company that runs in the field of producing honey. Then, you are selling your honey to another company as their raw materials. It is B2B activities.

This is the same thing that applied to Google as one of B2B Company. Google provides free information that people need. These attract a lot of audiences that curious enough and wanted to search for information. According to the analytic reports, Goggle has around 88.96% audiences that use their search engine to gain more information. The high rate of readers that use Google as search engine makes the other companies wanted to put some advertisement on the website. This is one of the reasons why Google becomes one of the largest B2B Company in the world.

Branding has a significant role in B2B markets. A right branding will eventually lead to a great B2B Company. To maintain your B2B Company, we have five specific guidelines that you can apply in your company:

1. Make sure the entire organization understands and support branding.

All of the employees and departments should know and get updates both understanding about the vision of the brand and their significant role in helping it. The sales force need to be suitably aligned to have a sufficient impact towards the company. These will affect how the internal company to understand the brand promise that the company offer to the people.

2. Create a branding strategy and clear brand hierarchy.

These will help to solve the deep and complex products or service mix. B2B Company is more likely to accentuate corporate brands such as BASF or Hewlett-Packard. Usually, B2B Company will create a straightforward sub-brand that combines the descriptive product and the brand name itself. A clear brand hierarchy will quickly develop the sub-brand.

3. Create a framework of value perception.

We all know that there is a highly competitive nature in B2B markets. So, marketers should make the consumers sure enough that they can appreciate the company’s offering. Framing indicates that brand can shape customers perspective. Framing is how to make sure that the client has benefits or cost saving that offered by your brand.

4. Find and link it with emotional relevant and non-product-related association

In a B2B setting, a brand can be c based on product performance like having superior customer service or clients. Microsoft and Oracle as one of the competitive companies and innovative seen and believed by the client as a market leader. B2B marketers usually overlook the power of emotions in their branding. You need to know that emotional association related to a sense of peer approval and security that make it necessary to have a great branding.

5. Customer segmentation

Eventually, in B2B and B2C setting, there are major difference types of customer in the market. You need to target and segmenting a right customer to know how to make a brand strategy.  However, the B2B market has difference customer segmentation than B2C. B2B Customer Segmentation is based on multi-company needs, revenue, product specification or grade that more in-depth. There is no rule of thumb in defining B2B customer segmentation; you are the one who knows your business well, but the principle still applies.

These are five specific guidelines to help you understanding Business-to-Business Branding to maintain your business. Stay tuned to know more insight about branding!


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