The keys to doing it right?
Posted: Wed Jan 08, 2025 4:08 am
“As in B2C branding, the first thing is to define what makes it unique, special and different . What is your value proposition and, if possible, to tell it properly with a nice narrative , because in the end things well told are communicated better. That is what we call brand strategy or brand personality strategy. And the third key is to activate your brand . And that is to be coherent and consistent with that personality plus that identity that you have defined at every point of contact between your brand and your audiences,” says Patxi Fernández.
He adds: “Something as basic as thinking about what makes me special and different in the market helps you a lot to define what niche you are representing in that market and how to defend that and expand it. That brand personality strategy helps you a lot to make decisions and there are many brands in B2B that have not done it.”
Brand values
The process is very similar to B2C branding, but south korea phone data the values associated with B2B brands are different . “Two of the most common characteristics among B2B brands are flexibility and adaptability . If it is a very technological company, you will sell technology, but you have to make your clients see that in some way your product is adaptable to their needs, and that the service is flexible to their demands,” says Patxi Fernández.
Work on reputation
“In B2B, the key is reputation and the question that needs to be asked is how this reputation is created. Reputation is created from different angles: working on the presence in general or sectorial media, PR, content on social networks , which is where opinions are blurred today. People adopt opinions on consumption through what they read on social networks, which is why presence on social networks is essential today. And then there are also obviously a series of intangibles to take into account, such as brand building, values, which for me would be the third determining pillar. And obviously the solution to the detected problem must be relevant and satisfactory ,” says Ubaldo Hervás , director of the Master in Marketing Automation & Growth Hacking at IEBS .
He adds: “Something as basic as thinking about what makes me special and different in the market helps you a lot to define what niche you are representing in that market and how to defend that and expand it. That brand personality strategy helps you a lot to make decisions and there are many brands in B2B that have not done it.”
Brand values
The process is very similar to B2C branding, but south korea phone data the values associated with B2B brands are different . “Two of the most common characteristics among B2B brands are flexibility and adaptability . If it is a very technological company, you will sell technology, but you have to make your clients see that in some way your product is adaptable to their needs, and that the service is flexible to their demands,” says Patxi Fernández.
Work on reputation
“In B2B, the key is reputation and the question that needs to be asked is how this reputation is created. Reputation is created from different angles: working on the presence in general or sectorial media, PR, content on social networks , which is where opinions are blurred today. People adopt opinions on consumption through what they read on social networks, which is why presence on social networks is essential today. And then there are also obviously a series of intangibles to take into account, such as brand building, values, which for me would be the third determining pillar. And obviously the solution to the detected problem must be relevant and satisfactory ,” says Ubaldo Hervás , director of the Master in Marketing Automation & Growth Hacking at IEBS .