ID & positioning

Why Corporate Identity & Employer Brand are indispensable in B2B

B2B requires an adapted market approach

Why? Because the product or service that you are providing cannot be explained in two words. Unlike in the consumer business, professional buyers often require more information on who you are and what exactly you are providing. It is only after that stage that you can mention the advantages your product or service will bring them or the company they represent. This complicates your message and your sales process.

B2B Sales process determines communication

When businesses are addressed as clients, the purchasing process takes longer: very often a number of people on different levels have to consider various factors. Quality and price are important. However tailor-made solutions, terms of delivery and payment and after sales service can also have a critical impact on purchasing decisions. Both rational and emotional arguments are used here to convince the client. These arguments usually differ depending on target group or type: buyer, user,... This requires a specific type of communication.

Branding: indispensable, also in B2B

People aren't easily drawn to things they're not familiar with. A strong brand creates confidence and credibility.

"A brand is the collection of expectations, memories, stories and relations that explain why a customer ultimately chooses the one product or service above the other. It does not matter whether you are a consumer, a business, a shopper, a voter or a donor. If the consumer does not want to pay for the product or service, doesn't choose it or doesn't tell others about it, then for that customer there is no brand value.”

Marketing and management go together

Developing your brand happens at a marketing level but it also involves management: it's a strategy. You want your brand to be sound and to seamlessly reflect what it is you sell and how you do it, every day again. And it is only when your brand strategy joins marketing and management - when your brand perfectly represents you and your product or service - that you can establish a lasting value in the hearts and minds of your customers and prospects.

It's a unique value that contributes to income and growth. With just one marketing and management strategy you can safeguard the future of your business and get ready for e-commerce which will make you manoeuvrable and this in turn enables swift adaptation accordingly to the internal changes of the market.

How do I develop my brand?

Your corporate brand has many faces: name, logo, house style, packaging, reception,... It's the identity of your company. Finding your brand will require a thorough screening of your communication strategy. On the basis of that detailed analysis of your communication strategy and your market, you will be led to your unique brand and its position on the market.

Workshops are the ideal method for this purpose because they are personalised. Workshops apply different discussion, focus and brainstorm techniques to specific issues and goals set by your company. These are set in advance with the management department.

What can BBC Creativity do for my brand?

We organise full brand and positioning workshops with your company. These workshops are developed in E3, a network of European communication agencies.

They are unique tools for B2B companies that determine your brand and corporate identity so that you can reach your target group with the best positioning and proposition available.

What does a brand workshop look like?

A workshop is a holistic, integrated snapshot of the market position of your company. It's a structured and open debate about everything that determines the communication strategy, positioning and brand of your company. We analyse and evaluate the current perception of your company and how your communication strategy influences your positioning. For this purpose we use a positioning triangle.

Result: a distinct proposition

Our audit of your communication strategy will be translated into a distinct view on your position. The result is a report that provides you all the information needed to make appropriate strategic decisions. Technically speaking this would represent your unique brand house. Combining your unique brand, your corporate identity and your message will distinguish your company and position it in the best possible way with your target group.

Positioning Triangle

We use the positioning triangle to analyse and evaluate the current perception of your company and how your communication influences your positioning.

Brand house

Interested in a brand workshop?

Would you like to have your communication strategy screened and find out more about your current brand and positioning?