The branding of a company or product is an issue discussed by almost every industry. It is not only the most valuable intangible asset of an enterprise and the greatest value embodiment of shareholders, but also an intuitive perception of the ability to reduce product marketing costs and create premiums.
Therefore, branding is an effect that every business leader expects, and gradually realize that an excellent brand leader can lead the company's business into a long-term successful track through visionary cognition.
However, in the B2B industry, branding is a topic of constant debate. There are many related topics discussed, so we will not repeat them.
The author's article focuses on the internal construction methodology of B2B branding and why the "let everyone become our brand ambassador" point of view. So before entering the theme of this article, we first emphasize the importance of branding to B2B companies, and why it needs to be built from the top down and from the inside out.
1. Recognition of the necessity and premise of B2B branding
First look at the external environment:
First, the number of similar products and services has surged, resulting in more and more homogenization of products in the entire industry. When technology and innovation cannot clearly establish competition barriers, brand has become the only feature that stands out;
Second, the products and services of enterprises are becoming more and more complex, and there are different products and services for different industries and business scenarios, which is easy to confuse and make it impossible for the market to distinguish. Therefore, it is necessary to combine brands to reduce complexity and help Disseminate effective information in the market;
The third is the increasingly fierce price war, which telemarketing list makes enterprises face unprecedented price pressure, and brands can not only reduce marketing costs, but also increase the premium space, so that both tangible and intangible assets can exert their value.
Look at the brand's own value power:
The first is to improve the information efficiency of the market. We all know that the brand of a product carries information such as its origin, manufacturer, function, value, differentiated advantages, practical experience, etc., which is conducive to marketing in a new field and chaos. success in an environment where customers can quickly and easily identify trusted brands;
The second is to reduce the risk of selection. It is recognized in the B2B industry that the decision-making chain of customers is long and the decision-maker has a high risk of choosing. However, when customers choose a branded product, it can greatly reduce the decision-making risk of wrong purchases, and it also helps decision-makers. rationality.
The third is to bring image benefits to customers, which is also a value proposition often said in the consumer field. When corporate customers choose a branded product, they are also invisibly showing their own image and indirectly providing them with an opportunity to express themselves. .