Let’s break a myth
What’s the first thing that comes to your mind when you think of branding?
Nike’s tagline “Just do it!”?
The logo of Coca Cola or Apple?
If so, you’re not alone!
When it comes to branding, most people think it’s more suited to B2C companies, and not really relevant to B2B.
Branding is typically associated with emotions, and a lot of people don’t associate B2B purchases with emotions, which is another major reason why they don’t associate branding with B2B.
A common perception is that B2B buying decisions are entirely rational in nature and not driven by emotions or feelings.
Is that true though? Is B2B buying devoid of emotions, thereby making branding the sole domain of B2C? Should B2B companies ignore branding? Not at all!
Branding is just as important for B2B firms as it is for B2C companies, if not more. The fact is, whether you are B2C or B2B, you are ultimately selling to people.
When you’re negotiating a large contract with a target client, you’re dealing with the decision makers in that organization, who are humans...with emotions.
Their perception about you and your company is based not only on the functional/tangible aspects of your products/services, but also intangible aspects of your business, such as your brand’s personality, values, and the level of trust and comfort they feel while dealing with the people in your organization. All this is part of your ‘brand’.
To understand this better, let’s understand what a brand actually is.
What is a brand anyway?
A brand is not just a logo, tagline, color palette or typography. Yes, those things are an important part of your brand’s visual identity, but they are not everything.
Is Apple the most valuable brand in the world just because of its logo? No!
It’s because of the customer experience they deliver, their commitment to offering high-quality products, their minimalistic aesthetic that spans their products, stores and website, their launch events, the personal branding of their leadership, among other things.
That logo is globally recognizable (and desirable) because of all these aspects of the company as a whole.
Apple is perceived as a lifestyle brand, rather than just a smartphone or computer manufacturer.
When it comes down to brass tacks, a brand is how a business or an individual is perceived. It is the first thing people think of when your name is mentioned.
As Jeff Bezos famously said, “Your brand is what other people say about you when you’re not in the