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Businessman pressing a B2B branding concept button

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The importance of B2B branding strategies for small business

Author: Carolyn Menz Category: B2B, Branding Date: November 23, 2018

Businessman pressing a B2B branding concept button

So often, purchasing decisions are made based on emotion – on the way a particular brand makes you feel. This is even true in the B2B marketplace, where business owners and other key stakeholders hold lots of purchasing power and frequently depend on their own instincts to make quick buying choices that they believe are in the best interest of their organizations. As a result, companies that invest in the strongest B2B branding strategies are the ones most likely to make an impact on these influencers and, ultimately, enjoy success over the competition.

B2B Branding Basics

B2B branding encompasses more than just your company’s logo. Above all, your B2B brand identity should define your value propositions, differentiators, and key messaging – all of the things that characterize your identity as an organization and set you apart from your competitors.

The most successful B2B branding strategies are timeless in nature and follow three distinct rules:

  1. Don’t be trendy. Just because something is popular today doesn’t guarantee it’ll be popular tomorrow. To increase the longevity of your B2B brand positioning, take a look at some of the b2b branding elements that have stood the test of time for both small businesses and major corporations, and use those ideas as your benchmark.
  2. Connect with your audience. Get to know your key clientele. Do a deep dive into their wants and needs, and use your messaging to show them that you genuinely understand who they are, what they need, and what makes them tick.
  3. Stay broad. It can be tempting to position your messaging to exclusively highlight one niche specialty of your business, but limiting yourself in this way may cause you to not only lose sight of the full scope of your clients’ needs, but also prevent your B2B branding strategies from having the ability to grow and change over time.

The Effect of B2B Branding Strategies on Key Influencers

The financial decision-makers in any company are going to want to be sure they’re making the best choice for their bottom line before signing off on a purchase, but they’re also human and are just as driven by emotion as any other type of buyer.

As mentioned above, it is often the business owners and other high-level executives that control the purse strings in any business or organization. These key stakeholders are regularly making large purchases, and rather than simply making a price-driven decision, their decision to go with Company A over Company B will often come down to B2B branding strategies. Whether they realize it or not, their emotional response to the branding strategy for a B2B business – a combination of both the company’s differentiators and its visual brand – is what most often influences their purchasing tendencies.

Along the same lines, consumers tend to correlate the quality of a product or service with the look of its packaging and creative design. If a potential buyer thinks your product looks good, they’re more likely to decide it’s the right product to suit their needs. The most effective B2B branding strategies, therefore, show the world who you are. The process of successfully branding B2B companies requires taking into consideration colors and the emotions they evoke, as well as impactful wording choices and imagery.

How to Increase Brand Awareness in the B2B Marketplace

Now that we’ve established the importance of brand awareness for B2B companies, let’s shift our focus toward what it takes to communicate that message and, most importantly, what it takes to increase your consumers’ awareness of your brand.

Your central focus should be on telling your brand story. Say it loud, and say it often. Tell your brand story consistently across all channels – social media, website, marketing collateral, email, etc. – and your audience will begin to associate your brand and your message with authenticity and credibility. These proven B2B branding strategies will help you illustrate your thought leadership within your industry, and those key purchasers we talked so much about will begin choosing your product or service over all the others.

For help building a branding strategy for a B2B business, contact Paradigm Marketing and Design today to schedule a consultation.

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