Should Branding Be a Priority?


Branding is one of if not the most important piece of any B2B business success. Good branding will set you apart from the competition and that in turn will bring you revenue. A good example of good branding is Tony the Tiger from Frosted Flakes. When you see a picture of him, you know exactly who he represents. When you hear his catchy slogan, “They’re Gr-r-reat!” you know exactly who is talking. There are so many different cereal mascots, but none look like Tony and none with the same slogan. This is something that Kellogg’s has been doing for years and it has worked extremely well. Now look at your brand. Does it stand out? Is it eye catching? Will people know who you are just by looking or hearing it? If your answer is no to any of these questions, it’s time to make branding a priority.

It’s easy to think that because you’re are a B2B business, your branding doesn’t really matter and just having something is good enough. That sort of thinking is what causes your business to get lost and forgotten. Yes, you may not be as well-known or as popular in your particular industry, but that doesn’t mean people aren’t looking at you. An article from Full Surge says, “Buyers in today’s environment take the social, ethical and behavioral impacts of a business into consideration and gain these insights through multiple platforms. These inferences create differentiation between brands, and buyers are consistently crafting their decisions through these perception funnels.” Long gone are the days of just relying on TV or print advertisements. People are looking online and are expecting a lot from those they are looking to business with. Buyers don’t have time to investigate every option. A strong brand will get you in the door.

Prioritizing your brand means you want it to bring you success. To succeed you need to not only have a good brand but also pay attention to all the touchpoints your brand has. Meaning, everywhere you brand shows up and every conversation that is associated with it. These days, your brand needs to be in multiple places to get the attention you need. I am mostly talking about online brand awareness. Your brand should be on your website, social media platforms, blog posts, whitepapers, email campaigns, etc. You never want a current client or a potential client to be unsure with who they are dealing with. You also never want to miss the opportunity for a sale due to lack of transparency between your business and the client. Another touchpoint is word of mouth. While having your brand on paper is important, the conversation surrounding it is just as important. When your sales team is talking to a client or partner, make sure they are not only representing the business but also giving a clear explanation of what you stand for and who you are. Everyone needs to be on the same page and be sharing the same explanation. Word of mouth can be a great way to get noticed if done right. The main point here is to make sure you are being seen and heard through multiple exchanges. And to further that point, make sure it’s clear and individualized.

Trying to be successful as a B2B can be stressful and challenging. There are a lot of moving parts and it’s easy to put certain things on the back burner. Branding being one of them. But as you can see, it should be one of the first things you take care of and make sure is done well. Your budget might not be very big to start out and it may seem crazy to spend most of that on your branding, but this is what will get your sales and bring in revenue. An article from Forbes says, “A strong brand people want to do business with will increase demand generation, and more customers means more raving fans and brand ambassadors.” You will eventually replace that money and even maybe make more than you originally had. Focus on the big picture. By making your brand a priority you’re not focusing on what you’re losing but what you will gain. That is a great way to get your B2B business on track for success.

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