We all know how important branding is in B2C, but does it also have the same importance in the B2B market?

1. Branding in B2B – Does it
really matter?
© 2010 Matizmo Ltd.

2. Introduction
Branding – good branding that is – should set
you apart
from your competitors and make it easy for a
customer to use that differentiation to make a purchase
decision. B2C brands are renowned for developing their
branding to create fierce customer loyalty – think
Coca Cola or Nike.
© 2010 Matizmo Ltd.

3. Introduction
B2B brands, for the most part, appear
more functional
as they try to appeal to their rational business
brained buyers. However, stand out B2B branding
matters more now, in an increasingly busy and
fragmented market, than perhaps it has ever done.
© 2010 Matizmo Ltd.

4. Rise above
the beige.
There are a lot of very boring products and
companies out there aimed at the B2B market. The default
marketing of these companies is beige leaflets with dull
lists of samey benefits. Widget Company A looks,
certainly on paper, indistinguishable from Widget Company B.
© 2010 Matizmo Ltd.

5. Rise above
the beige.
So, if you are Widget Company C, there is a real opportunity to
rise above this baseline beige and create a strong,
unique brand. As it would be the exception, rather than the
rule, buyers take notice.
© 2010 Matizmo Ltd.

6. B2B buying decisions
are based on emotion.
B2B procurement processes are often tightly controlled. They have
to be. With huge amounts of money riding on orders or contracts,
the right decision has to be made first time. Even so,
with procedure followed to the letter, emotional responses
creep in to the decision making process.
© 2010 Matizmo Ltd.

7. B2B buying decisions
are based on emotion.
Ultimately, in
marketing we use brands to elicit
emotion in a consumer – whether they are B2B or B2C. Be
that a love – or hate – of meerkats when choosing your comparison
site, or emotionally attaching yourself to being a Mac or a PC.
© 2010 Matizmo Ltd.

8. B2B buying decisions
are based on emotion.
This emotional response is just as real in B2B marketing as it is in
B2C. Strong
branding helps you leverage that
emotional response.
© 2010 Matizmo Ltd.

9. Make the decision
easy for buyers.
Look, someone buying from a B2B company is not just a
nameless, faceless person in an office. Their purchase
decision has consequences. Your branding is how you
position yourself in the market for this buyer. Make yourself
as safe and trustworthy as possible and the decision
becomes easier.
© 2010 Matizmo Ltd.

10. Make the decision
easy for buyers.
A strong and recognisable brand, with strong selling points
helps buyers make their decision, and furthermore
justify it if needs be. Brands are known quantities.
B2B buyers want to know their decision will be seen as
“decisive” rather than “brave”.
© 2010 Matizmo Ltd.

11. Branding is
distinction.
Branding is only part of the jigsaw. To be a successful as a B2B
marketer you have to deliver on the promise that
the branding has made. That means ensuring
everything downstream from the sale adheres to strict
brand and customer service guidelines.
© 2010 Matizmo Ltd.

12. Branding is
distinction.
This may mean that the
whole after sales process
needs to be looked at internally. While this may
mean short term pain, for your brand to remain distinctive, it
has to remain congruent.
© 2010 Matizmo Ltd.

13. Summary
Not all B2B marketers accept the fact that strong brands
drive business. That being so, working on developing
your brand and branding can have considerable
impact in a B2B environment.
© 2010 Matizmo Ltd.

14. Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF