How to rebrand your B2B company. Lessons learned from the frontlines
B2B branding is usually unsexy. It is mostly seen as the stoic, matronly and dull cousin of B2C. For decades B2B websites were filled with technobabble and corporate jargon. And a strange obsession with monochromes.
According to Statista, the recent consumerization of the B2B space has placed a strain on B2B eCommerce companies to provide purchase experiences that mimic B2C buying experiences.
50% of B2B search queries are made on Smartphones.
80% of consumers say they are more likely to purchase from a brand that offers personalized experiences.
A growing number of B2B brands have realized the importance of focusing on brand building to strengthen business to business relationships and drive long-term growth.
There’s only H2H…
For decades we were made to believe that marketing for B2B and B2C was diametrically different. And the twain shall never meet…
But now B2B companies are making more noise (thankfully) and are demanding a bigger share of the brand candy.
Because all marketing can be distilled to just one thing – H2H. Human-to-human. Whether you are selling an eCommerce platform or bowties for puppies, you are essentially selling to another human who likes to be treated like one!
How do you rebrand a B2B company?
Short answer: It isn’t simple. There are multiple stakeholders with multiple views. There are executives, boards and quite possibly the whole company involved in the process. Most B2B branding companies are forced to seek shelter in the Land of Compromise to please everyone and come up with a brand strategy that is agreeable but not necessarily attractive.
Lesson learnt from the frontline: The decision making team has to be small to get things rolling. Or rebranding efforts are forever mired in gut-feel objections.
Emotions are important in B2B marketing
B2B marketers and branding agencies would argue that it isn’t about appealing to emotions. It is about communicating differentiation points and following the features oriented marketing style. How boring. And how wrong. A recent survey to assess the rational vs emotional decision making between B2B and B2C buyers found that the responses were almost similar and not as dramatic as is usually believed.
35% of B2B responders felt that emotion was more important than rationality. And another 35% believed that both emotions and logic played a vital role in purchase decisions.
The takeaway? The guy in the pinstriped suit is guided by emotions as well and if your B2B brand has a grey, unexciting personality it is going to affect sales.
Emotions should play a central role and form the cornerstone of rebranding efforts.
Resolve catalog issues. Unify processes. Build a strong B2B brand.
Most companies rebrand themselves to solve a single problem or a set of issues. Sometimes a complete rebrand can be a dumpster fire. It is a huge decision that can affect brand equity built over the years.
A rebranding risk pyramid:
Rebranding your entire company can seem like boiling the ocean. As an eCommerce branding company we offer our clients three service packages.
Is the juice worth the squeeze?
Yes. It is. The benefits of a strong B2B brand far outweighs the tedious effort that is put into rebranding it. It increases the predisposition of people to buy from you and quickens the sales cycle.
To cut through in your category and stand out it is important to have a well-loved brand that connects with customers at a more deeper and meaningful level.