A huge part of the global economy is made up of the business-to-business (B2B) market. B2B companies comprise some of the most successful and profitable brands such as FedEx, IBM, Microsoft, Oracle and Siemens. Although Business-to-consumer branding is considered the most vital, marketers are beginning to realise and recognise the importance of branding for B2B companies. B2B branding creates a positive image and goodwill among business clients leading to more selling opportunities and profitable relationships.
What exactly is B2B branding?
It is a long-term plan that outlines who you are as a company, who you serve, what your brand stands for and your vision for the company. A strong B2B branding separates a service provider from a solutions provider. It focuses on the development of customer relationships. A strong B2B branding makes sure that you stand out from the competitors, enabling the brand to charge and command a premium price. A newfound and promising trust is created with its key stakeholders, i.e. customers, shareholders, distributors etc. Further, it attracts and retains the best employee talent, with a financial pay-off. Apart from all these benefits, B2B branding also helps reduce the sales cycle duration.
Some examples of B2B branding:
MailChimp
MailChimp, the most well-known email marketing service provider, has traditionally been positioned as the "lead-in" or "go-to" email marketing platform for beginners or small businesses. Mailchimp has transformed its brand and values into a more professional B2B product that can evolve with your business. The ability to increase awareness, ease of use, and technological integration has resulted in a wider market.
Adobe
Adobe uses the branded house strategy to showcase its superior products directly to the customer for each of their product offerings (e.g., Adobe Photoshop, Adobe Cloud, Adobe Spark), which has enhanced consumer awareness of their brand. Adobe's B2B offering is marketed as a collaboration rather than a product or service. Adobe has established itself as a provider of innovative solutions.
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