Table of contents:
- What is business branding?
- Why is business branding important?
- Different types of business branding
- Examples of successful business branding
What Is Business Branding?
Branding is one of the most essential aspects of a business.
Branding becomes the identity of a company and distinguishes you from your competitors. Get an edge in increasingly competitive markets by adopting an effective brand strategy.
- 89% of B2B marketers say brand awareness is the most important goal
- 77% of B2B marketers say branding is crucial for growth
- Color improves brand recognition by up to 80%
- 60% of B2B brands say that their visuals or content doesn’t conform to brand guidelines
Less than 10% of B2B companies say their branding is very consistent
Why Is Business Branding Important?
Business branding is essential for the success and growth of your business.
- Branding gets recognition: It gives your products a personality and your business an identity.
- Branding increases business value: Branding, if done effectively can make your business memorable and increases its value. An established brand in the marketplace automatically becomes an appealing investment opportunity.
- Branding Generates New B2B Customers: Branding allows you to connect with your target audience. B2B consumers are likely to do business with you because of the positive impression of your business generated by the effective branding
Different Types Of Business Branding
Businesses and individuals usually leverage the following types of branding:
Product branding: It helps you to differentiate your products from the rest of the products in the marketplace. Product branding involves the use of different branding tactics including the name, logos, and design of the brand.
Service branding: Branding services are equally important to the success of your business as branding a product. Since services cannot be evaluated by new customers beforehand, that makes branding services a bit tricky and is the reason behind heavy reliance on service branding on customer feedback and previous experience.
Corporate branding: It involves promoting the brand name of your organization as opposed to its products or services. This type of branding has a wide scope and is used by businesses to cultivate the brand image as well as to create and maintain a good reputation.
Personal branding: It focuses on an individual by creating a public image demonstrating the overall reputation. Personal branding allows you to establish and promote what you stand for. Famous people like politicians and celebrities engage in personal branding.
Examples of successful business branding:
Fedex: While FedEx is available to individual customers, the company makes the most profit from its B2B revenue, and delivers to hundreds of thousands of businesses every day.
SAP: Using branding in SAP means you can add and customize your company logo in SAP’s title bar, so by default every user logs into the ABAP system once the company logo will appear on the title bar.
Salesforce: Salesforce is a brand that creates a story in its communities, services and events. The team at Salesforce is not only selling their products, they are a driving force behind the B2B community.
Google: Part of Google’s success is its ability to connect people to the information they want, but more than that, they’ve been able to help people create their own stories. Google uses storytelling as a tool to show how its products enhance the human experience.
HubSpot: Immediately to the visitors of the Hubspot website. He greets you with success stories and connects with users through his popular blog, which is full of great marketing content.
Qualcomm: Qualcomm focuses on invention stories. However, when it comes to mobile technology, they are always working to create something new.
Skype: Skype is the talk of the world! With Skype Stories, Skype connects with users by focusing marketing efforts around their customer conversations.
Mailchimp: The email marketing platform received a lot of positive attention last year for its first large-scale marketing campaign, which was very entertaining and smart.
Zendesk: As a customer service software, Zendesk comes to the attention of its target audience and shows how their customers can get closer to their customers with their products.
Consistent business branding plays a huge role in the growth and survival of any business. It helps you to get new customers, gives a personality to your brand making it popular. The industry you’re in will decide the type of approach you should take to branding your business.
The steps explained above will help you to create a complete branding strategy for your business which will boost the exposure of your products, and increase your revenue.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.