The Case for B2B Branding

Brand Power

Why does General Electric sell more light bulbs than its competitors? More people reach for GE light bulbs because of their familiarity with the brand. GE has built an image of trust in the minds of consumers, and that trust translates into sales. In fact, GE believes that the pull of its brand generates billions of dollars every year. That’s powerful stuff. A strong branding program creates expectations in the minds of buyers, distributors, retailers, suppliers and employees. When a company’s product or service meets these expectations, the result is a positive brand image.

Branding in Seven Steps

The following step-by-step approach contains a simple formula that harnesses common sense, self-evaluation and hard work. The seven steps to branding success are: "effective teamwork, brand architecture, audience identification, brand positioning, brand personality, personality makeovers, consistent execution and brand equity."

Step One: "Effective Teamwork" - Start at the Top

A successful business-to-business branding program must begin at the top. If key management does not buy into the program, it’s doomed. The number one champion of ...