B2B Branding

$ B % of B2C sales % of B2B sales Legend: Source: Interbrand 2008 Brand Value of Top 10 Companies Coca Cola Micro -soft 57.1 IBM 51.6 GE Mc- Donald’s Nokia Toyota 30.9 Intel Mercedes- Benz Disney

The Branding Triangle Company CollaboratorsCustomers General Public Each has an influence upon the product’s brand image/definition

Importance of Brand in B2B Buying Behavior (1) A recognized brand name with positive customer perception has advantage at all stages of decision making  Determine that a need exists  Determine product specifications  Acquire solution providers  Cull the bids/proposals to a short list  Evaluate the short list, or get revised proposals/bids

Importance of Brand in B2B Buying Behavior A recognized brand name with positive customer perception has advantage at all stages of decision making  Determine that a need exists  Determine product specifications  Acquire solution providers  Cull the bids/proposals to a short list  Evaluate the short list, or get revised proposals/bids  Cut the short list to finalists  Final Evaluation & Choice  Post-Purchase Relationship

The Role of B2B Brands Differentiate Increase Sales Differentiate Marketing Create Preferences Brand Risk Reduction Information Efficiency Value Added Secure Future Business Create Brand Loyalty Command Price Premium Create Brand Image

Branding Checklist (1)  Brand Identity  Consistent brand identity to your target audience?  logo, colors, designs, etc.  Brand identity accurately reflects company/product’s key attributes?  Staff understand what your brand stands for?  Staff understand their role in delivering on your brand promise?  Always deliver on your brand promise?  Brand identity protected?  Have a set of guidelines on how the various brand elements should be used? Source: Nick Pauley Design Brand Check (2008) download under

Branding Checklist (2)  Brand Awareness  Brand easily recognized by your target audiences?  Brand top of mind when target audiences consider purchasing?  Brand features on all relevant marketing material?  Competitive Positioning/Market Awareness  Understand your brand positioning in marketplace?  Have a competitive edge in the marketplace?  Aware of potential opportunities in the market? Source: Nick Pauley Design Brand Check (2008) download under

Branding Checklist (3) Looking to the Future – The Process Looking to the Future – The Process 1)Organizational structure, operations & culture aligned with your brand values? 2)Review your brand and what it stands for each year? 3)Have systems in place to continually monitor your brand internally & externally? Source: Nick Pauley Design Brand Check (2008) download under

The Brand Customer Relationship Publications Tech Support Trade shows/ Presentations Web Site/ Web Banners Brand Products and Services Networking Word of Mouth Proposals Customer Care Innovation, R&D Packaging Business cards Training Service & Delivery Sales Collateral Pre-Selection Ongoing Relationship & Referral Purchase & Usage Experience Publicity PR/ Advertising Sales Representative Product Performance

Defending the Market Position There will be imitators, so with your buyers’ organizations: Market up  build relationships with management above the influencers to reinforce the decision process Market down  build relationships with the lower level users of the product Market sideways  build relationships in other parts of the organization to facilitate translation of current or future products within the customer organization