Wednesday May 18, 2022

How to Build Your B2B Brand

It takes more than some one-off contracts to build a brand in the business-to-business sector. Businesses are discerning clients, and they will look for consistency, quality and compatible values in any brand with which they are considering a long-term relationship. So let’s look at some of the key milestones in building a B2B brand.

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1. What Are Your Brand’s Vision and Values?

The brand’s vision is key to achieving focus on the offer to other businesses. Its values are about how it will achieve its vision. Mission statements have gone out of use in many high-performing firms because they became a reiteration of the marketing pitch. However, values have become far more important. If the organisation is clear on its values, then many decisions about how it presents itself will naturally fall into place.

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2. Who Is Your Customer?

What type of business is your ideal customer? Whether you’re in professional services and seeking new clients through executive-level contacts or are in facilities management and talking to the building supervisor, you need to know which type of business to focus on. Which businesses need what you’re offering and why?

Think about whether your clients would appreciate a brilliant day out to watch the Monaco Grand Prix at the Ermanno Palace or maybe they’d prefer a football match, or a fashion show. Find out more here: Offer opportunities for engagement out of the office.

3. What Is Your Value Proposition?

The value proposition explains to potential customers and clients why they should buy your service or product. More than that, it says why they should buy from you rather than any other business. It tells the potential client what value you can add that other suppliers or partners can’t.

4. Give the Brand a Backstory

Every brand needs a narrative to explain where it’s come from to engage the interest of other businesses. This should be the story of how the business came to the point where it’s able to offer a great service to the business it’s talking to.

5. Back to Values – Make Sure Staff Are Engaged

Staff engagement should be one of the key values of the business, and if staff really feel engaged with the new branding, they’ll be the best brand ambassadors you could have.

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