Branding in B2B companies: Everything you need to know

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Unlike brands that sell B2C products, it is more difficult for B2B companies to create a reputation and brand image. Being recognizable and memorable are two of the objectives that B2B brands set themselves, but to achieve this, branding plays a fundamental role.

When we talk about memorable and recognizable brands we refer to those brands that:

It is not them who seek out clients, but rather clients come to them.

They don't have to worry about what their competitors do or don't do, since it's not a problem for them.

They close sales more quickly.

The client has complete confidence in them.

To achieve all this, we need branding, that is it directors managers email list creating a powerful brand image and design that helps position the brand in the mind of the consumer.

How to carry out a good branding strategy
To create a good brand branding it is important to take into account two different factors:

The internal part of the company
The external part of the company
Let's dig a little deeper.

Speaking of the inner part
When we talk about the internal part of branding, we are referring to the values ​​of the company, that is, what it is like, who runs it, what it wants to convey: a young, close, elitist, premium brand, concerned with the environment... The internal part is where we define the brand personality, that is, the mission, values ​​and vision that will transmit the brand to customers and that will position it in the market.

Speaking of the external part
The external part is influenced by the design. These are the colours, typography, corporate logo… what distinguishes one brand from another. When we see the Nike logo we know it is Nike, when we see white letters on a red background we associate it with Coca-Cola, etc.


It is important to keep in mind that the entire graphic part of your brand must support the strategic part, in this way, it will help to increase your credibility among customers.

However, in order to carry out a good branding strategy, you first have to know what type of brand you are. Over the years, there have been many classifications of the types of brands that exist. We are going to base ourselves on Seth Godin 's , since it is the one that best exemplifies the types of brands you can be.

According to your order you can be a brand:

Mechanical Turk or non-branding : These are a type of brand that works with the Amazon Mechanical Turk application. Spending very little money, you can hire a freelancer to do the work you ask of them. If this is the type of brand you are, it means that you are comfortable, that is, the only way to differentiate yourself is through price. You don't aspire to go beyond that.

Handyman : You are currently the only company dedicated to your sector in the area, but what would happen if competition arrived?

Craftman : According to Seth Godin, this is where most companies are located. These are the ones that have created a better product or something different from the competition, but you still have a long way to go to be able to have a clear point of differentiation with other brands in your sector.

Unique : Your company is well positioned, customers want to work only with you. This allows you to raise prices and choose your customers. However, competition remains a problem. Everyone is fighting to be as good as you or better.

Remakable : You have become a monopoly, you have managed to create your memorable brand.