For more than 25 years, BrandingBusiness has worked with some of the world's great B2B companies to manage and evolve their brands, create clarity, and stay relevant in a world of dynamic change. As we celebrated our 25th year in business, we asked our team to prepare a list of 25 learnings to share with our readers, clients and partners-the inherent truths we've come to understand and respect about the world of B2B branding.
We hope you take from it some knowledge that can support your professional journey. Strategy is the foundation and superstructure of all we do. We blend rigorous analytical thinking with world-class design to deliver exceptional products-expert counsel, outstanding creative, and engagement programs that measurably enhance business performance.
We hope you take from it some knowledge that can support your professional journey. Strategy is the foundation and superstructure of all we do. We blend rigorous analytical thinking with world-class design to deliver exceptional products-expert counsel, outstanding creative, and engagement programs that measurably enhance business performance.
Services
All successful companies change and evolve. They grow and acquire. They adapt to meet competitive pressures and changing customer needs and expectations. Maintaining brand clarity and continuing relevance within a clear vision of the future is essential to business success.
With passion for the craft and decades of frontline experience, we work side-by-side with business leaders to identify opportunity in change, define and articulate a future vision, and then determine what the brand needs to stand for to achieve their business goals.
With passion for the craft and decades of frontline experience, we work side-by-side with business leaders to identify opportunity in change, define and articulate a future vision, and then determine what the brand needs to stand for to achieve their business goals.
With singular focus and a deep knowledge of B2B brand strategies, our approach gives leaders the informed clarity they need to make investments in their brand with confidence. Before any project begins, we start with a simple question: What problem are we solving? Through a series of guided conversations, we isolate the issue and develop a plan to address it.
Many are tactical and gradually absorbed into the corporate brand. Others are more rapid, transformative and game-changing. In this case, an understanding of the power of the acquired brand asset is essential as part of the due diligence process. A major acquisition is not only an opportunity to achieve operational synergies, but also a valuable "moment in time" to bring about true change.
Change is a fact of business life. All successful companies grow. They acquire, develop and launch new services to respond to new market opportunities, customer needs and competitive pressures. New technologies such as machine learning, IoT and artificial intelligence can also radically alter the profile of a business and the nature of its competition.
We are in a very competitive, me-too industry. Our brand is not differentiated or distinctive enough to break through the noise, sustain growth and attract the right employees. This is an eternal conundrum for many companies dealing with product parity. Branding in this circumstance usually consists of very expensive awareness-building campaigns in pursuit of sales goals, market share and NPS scores.
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Shawn Hadjis
Sep 04, 2014
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