Intro
Branding a B2B business comes with it’s history. as a brand consultant the expectation with the client is that their product isn’t very interesting. It’s rarely seen. “how do you sell something you can’t really see?” It’s easy. Look to the benefits. Look beyond the product, look to the tangible benefit of the product and sell that. The above assets are for an adhesive innovator who make sticky dots (and a million other innovative products you can’t live without).
The Commercial Lens
Understand the manufacturing business. What the cost per unit is. Never ever spend more selling the product than actual profit you make from the customer buying it. That my commercial friend is brand lunacy. Find the cost effective channels that work for the customer.
Inmost cases it’s not the person receiving the product using the manufactured asset. It’s the people who make the packaging who need your product. Appeal to them.Â
The Tonality Lens
Why should a manufacturing brand be staid and boring. You establish who you’re selling to and make the very real benefit of the product (not the product itself) obvious as hell.
In the case of Fantastak, it was all about innovation. they’re from Bradford too, so if you can overlay the slight twang of Yorkshire can-do attitude and a little brashness, you have the makings of a real stand-out brand. whatever the market or industry
The Loyalty Lens
In B2B loyalty can come and go in a heartbeat. You have to be consistent. You have to sound the same. you have to offer up surprises that make them come back for more. If you’re an innovator – you have to innovate. Otherwise why say you are an innovator.
Be there. always. don’t give them just what they want. Give them something they didn’t even know they wanted. PS. It works even better if they discover this feeling for themselves.
The Guardianship Lens
Resilience and consistency. B2B demands it. Total control of the tonality on a day-to-day basis is vital. And when they want to change or just ‘put something out there” Be the voice, tell them they’re still the innovator and go back in that lab and get innovating. Be there. Always.
Summary
Business-to-business needn’t be boring. It never will be if you define what you stand for, what makes you unique and talk about real tangible benefits. why else would they buy from you. Visit the brand page to see what i mean.
Insight
Game-changing seaside hotel marketing
Marketing for a coastal hotel is a specialised skil., I have great experience in theis specialised area. read all about how I can add a whole new level toy your coastal brand. See examples of businesses i’ve helped shape and look after on an on-going basis.
The ultimate ROI of hospitality branding
Great hospitality branding creates a distinct competitive advantage. When a brand successfully marries an authentic narrative, flawless multi-sensory design, and a highly aligned team culture, it stops competing purely on price.
How do you brand a manufacturing business?
The business to business market is notoriously staid and plain. How do you take a seemingly non-descript product and create a tone of voice that the brand is known for across the sector? Better still, how do you give it real recognition with its customer base?
