Does branding work in B2B?

aarongerdes@gmail.com (Aaron Gerdes) — Wed, 11 Oct 2006 16:27:00 -0700

Copywriter extraordinaire Bob Bly questions if branding really works in B2B (a common question from the direct marketing side of the coin).

He quotes Gordon Graham, a B2B copywriter:

Certainly ‘branding’ has SOME value in terms of positioning and making any company look like a together, prosperous firm. But real, solid branding has to be earned, not just claimed.

Real branding has to be earned. That’s an excellent way to put it. Gordon goes on to give examples of misdirected branding efforts masquerading as real branding, but his second sentence really nails where branding is valuable.

In the comments, Derrick Daye offers some insight on what leading organizations have achieved when they earn their brand status:

Increased revenues and market share
Decreased price sensitivity
Increased customer loyalty
Additional leverage with vendors and retailers (for manufacturers)
Increased profitability
Increased stock price, shareholder value and sale value
Increased clarity of vision
Increased ability to mobilize an organization’s people and focus its activities
Increased ability to expand into new product and service categories
Increased ability to attract and retain high quality employees

I think the answer is a resounding yes. I’ve seen all sizes and types of businesses leverage their existing brand (not just redesign!) for improvement in the areas listed above. The question shouldn’t be if branding works or not — “you cannot not brand”. The question is are you branding on purpose?

Aaron Gerdes: Tag b2b

Does branding work in B2B?