How to successfully plan a B2B rebranding process.
Posted: Mon Dec 09, 2024 4:23 am
Most of the time I hear the word Rebranding in B2B or Industrial sectors, what I end up seeing is a simple re-adaptation of the logo and the graphic image with an empty background. This generates a certain expectation in the market in the short term but… little more.
At a time when a new generation of B2B audiences is making their way through specialized content seeking B2B providers, valuing functionality much more and also feeling that the netherlands phone number library product no longer differentiates, companies have to reevaluate how they want to be perceived and interact with these "new" audiences.
This implies the need to know and be increasingly closer to each point of contact in the Customer Journey of your B2B Client and also to personalize their experience as much as possible. This redefinition was not so necessary a few years ago but now it is.
Generating a holistic meaning around all of this requires a much deeper strategic and operational B2B Rebranding process than a simple logo facelift.
Today I want to talk to you about how to successfully plan a Rebranding process in B2B or Industrial markets to have an impact beyond the short term and the simple communication campaign.
«At BTRUEB we are specialists in B2B Branding and Industrial Branding, having guided different B2B and industrial companies in their Rebranding strategy and process»
WHAT IS A B2B REBRANDING STRATEGY?
Technically, a B2B Rebranding strategy is a B2B marketing strategy that involves modifying the perceptible aspects of a brand's identification, such as the Message, the Visual Identity and the Positioning, seeking to generate an expectation in the receiver.
From my point of view, this approach is already incomplete and a B2B Rebranding process should also be a way of putting the focus on those aspects, such as values and purpose, where the company is committed to adapting to improve the experience that its B2B client wants and will want to receive.
Likewise, this definition must stop considering the client as the only strategic objective and start thinking about the Employer Brand aimed at internal collaborators or even the B2B2C Brand.
The main objectives of undertaking this process are usually to try to revitalize the perception and positioning in the market, emphasize a specific trajectory or milestone or focus attention on certain important changes beyond the aesthetic aspect.
Two milestones that have triggered B2B rebranding processes in recent years are the large number of global mergers and acquisitions agreements that have occurred since 2021 in B2B and the new consideration that many CEOs have acquired of their B2B Brand as a strategic asset during the pandemic.
Corporate Branding vs. Commercial Brands
All this when we talk about Corporate Brand Rebranding, but B2B Brand Architectures also have to adapt to the commercial strategies of companies in their different markets and in their different segmentation dynamics through Commercial Brands.
It is here, in the birth of new Commercial Brands, segments or products, where we often see signs of Rebranding in B2B. It is normally done to announce a certain specialization in a segment or family of products with everything that this should imply in the value proposition.
Therefore, I call this necessary process of permanent readjustment of B2B Brands to the changes and needs of their audiences B2B Rebranding.
Below we reflect a little more on this aspect.
At a time when a new generation of B2B audiences is making their way through specialized content seeking B2B providers, valuing functionality much more and also feeling that the netherlands phone number library product no longer differentiates, companies have to reevaluate how they want to be perceived and interact with these "new" audiences.
This implies the need to know and be increasingly closer to each point of contact in the Customer Journey of your B2B Client and also to personalize their experience as much as possible. This redefinition was not so necessary a few years ago but now it is.
Generating a holistic meaning around all of this requires a much deeper strategic and operational B2B Rebranding process than a simple logo facelift.
Today I want to talk to you about how to successfully plan a Rebranding process in B2B or Industrial markets to have an impact beyond the short term and the simple communication campaign.
«At BTRUEB we are specialists in B2B Branding and Industrial Branding, having guided different B2B and industrial companies in their Rebranding strategy and process»
WHAT IS A B2B REBRANDING STRATEGY?
Technically, a B2B Rebranding strategy is a B2B marketing strategy that involves modifying the perceptible aspects of a brand's identification, such as the Message, the Visual Identity and the Positioning, seeking to generate an expectation in the receiver.
From my point of view, this approach is already incomplete and a B2B Rebranding process should also be a way of putting the focus on those aspects, such as values and purpose, where the company is committed to adapting to improve the experience that its B2B client wants and will want to receive.
Likewise, this definition must stop considering the client as the only strategic objective and start thinking about the Employer Brand aimed at internal collaborators or even the B2B2C Brand.
The main objectives of undertaking this process are usually to try to revitalize the perception and positioning in the market, emphasize a specific trajectory or milestone or focus attention on certain important changes beyond the aesthetic aspect.
Two milestones that have triggered B2B rebranding processes in recent years are the large number of global mergers and acquisitions agreements that have occurred since 2021 in B2B and the new consideration that many CEOs have acquired of their B2B Brand as a strategic asset during the pandemic.
Corporate Branding vs. Commercial Brands
All this when we talk about Corporate Brand Rebranding, but B2B Brand Architectures also have to adapt to the commercial strategies of companies in their different markets and in their different segmentation dynamics through Commercial Brands.
It is here, in the birth of new Commercial Brands, segments or products, where we often see signs of Rebranding in B2B. It is normally done to announce a certain specialization in a segment or family of products with everything that this should imply in the value proposition.
Therefore, I call this necessary process of permanent readjustment of B2B Brands to the changes and needs of their audiences B2B Rebranding.
Below we reflect a little more on this aspect.