B2B Branding

65.3

33.7

29.4

23.6

58.7

32.1

29.2

$ B

% of B2C sales % of B2B salesLegend: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

Collaborators Customers

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

BrandRisk 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 http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

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 http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

Branding Checklist (3)

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 http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

The Brand Customer Relationship

Publications

Tech Support

Trade shows/ Presentations

Web Site/ Web Banners

BrandProducts and

Services

Networking

Word of Mouth

Proposals

Customer Care

Innovation, R&D

Packaging

Business cards

Training

Service & Delivery

Sales Collateral

Pre-SelectionOngoing

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