As you know, how your company is perceived by potential prospects has a huge impact on whether that prospect becomes a new client.
The B2B branding process is different for every firm, but there are several common mistakes companies make in branding a business. Here, we take a look at 5 major B2B branding mistakes you should avoid making.
1. It’s Complicated
When it comes to your B2B brand, it’s not complicated. It should be clear, concise, and easy to understand. Often, companies make the mistake of over-complicating their messaging. This happens when a B2B brand tries to communicate several things at once. Your branding should effectively convey your main value proposition in a direct manner.
Avoid over-complicating your brand by asking for input from clients or people outside your company who don’t know your brand. If they can’t figure out what your brand is about in a few seconds, it’s time to rethink your strategy.
2. Branding Without Purpose
As a B2B web design company in San Diego, we have worked with a number of clients on various marketing projects. Before we agree to work on any B2B branding project, we find out what the purpose is behind the project. Does the brand need to be updated because it’s not relevant, has a bad reputation, or doesn’t connect with clients? An error that many firms make is thinking they need a new brand, when they actually just need a new B2B web design or a new logo design.
Prevent branding without purpose but evaluating whether or not you need to change your brand. If it’s not broke, don’t fix it! If you have a loyal client base that clearly understands your brand and sees a large benefit in your value proposition – don’t change it.
3. Information Silos
Unless you are a company of just one person, your firm’s brand does not rest solely on the shoulders of one person. A common mistake businesses make with their B2B branding is hoarding information. Every single member of your team is accountable for upholding the branding of your business. It’s impossible to uphold the brand if you don’t know what it is.
Steer clear of creating information silos about your branding by sharing, training, and enforcing your branding guidelines throughout your company. We advise all our branding clients who are launching a new B2B website to educate their staff about the new website launch, brand changes, and branding guidelines prior to launch.
4. It’s Just a Logo
Sure, the logo and tagline for a company are the most commonly referenced pieces of B2C and B2B branding. However, a logo is not equivalent to a brand. Many business owners and marketers often confuse a logo with a comprehensive branding strategy. A brand is more than a logo and tagline; it’s an identity. A brand should showcase what your company is all about and what value you offer clients.
Understanding what goes into creating a brand is the only way to avoid this confusion. An effective B2B brand sets your firm apart from your competitors, connects with clients, and relates the main value behind working with your business. Learn the 10 Do’s and Don’ts of B2B Branding before you start you branding project.
5. No Emotion
Your potential clients are human beings. Even in the professional world, emotions heavily impact decisions. Brands that fail often lack any emotional drivers. To win a client, you need to appeal to their major pain point and form an emotional bond. Does your product or service save them time, or money, or resources? Why do those things matter? Because less time at work means more time at home with the kids, or get them recognition, or the ability to lessen the workload of a great employee.
Don’t create a B2B brand that lacks emotion. Evaluate the top pain points of your clients and focus on representing how your product or service alleviates that issue or improves their life.
When it comes to B2B branding, the process isn’t radically different than B2C branding. Ultimately, your brand must appeal to the needs of individuals, your prospects and clients. Avoid making the five mistakes we’ve listed here and you’ll be on the path to creating a successful B2B brand.