How important is brand for B2B or Industrial companies anyway?

April 11, 2013

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In previous generations, industrial based and B2B companies didn’t see traditional marketing as a great benefit to them. Sure, trade shows, yellow pages and the company calendar to clients may have been important, but these companies placed more importance on having the most technological advanced solution rather than building upon their marketing.

Its not to say that branding wasn’t always important for all companies, sure they had a company name and a logo, but many industrial and B2B companies seemed to grow and flourish without any real attention being paid to branding.branding rebranding

However in today’s competitive business environment if you have a business, you have to have a brand , and if your brand is selling your company short, you need to do something about it.

Branding will give you a competitive edge, create trust and emotional attachment, makes purchasing decisions easier. A strong brand can command a premium price, and most importantly a strong brand can make the actual product features or benefits of what you are selling insignificant.

The huge growth of digital marketing means that any business can affordably reach even the smallest target and most niche market online, so suddenly your brand matters a great deal more than ever before.

Every business must think in terms of digital branding that reflects who they are as a company. Every aspect of your company communications, your newsletter, your website, social media and all online and offline marketing tactics – must communicate a strong and consistent brand.

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