B2B rebranding

B2B rebranding seems like a luxury to many. Because so much of B2B success comes from direct sales.

What brand is not

Brand is not your coporate identity. It is not a description of your product or service. Brand is not a description of what you do or how well you do it.

What brand is 

Brand is a reflection of your customer or prospect.

Taste was important but the most important reason Moms bought Jif was found in the brand promise. Jif promised choosy mothers choose Jif. Everything else they said was used to support that claim. Choosy mothers choose Jif because— Freshest taste, better taste, more like fresh peanuts and so on. The brand was and is— Choosy Mothers.

Taste - the product benefit - was not important. The most important reason Moms bought Jif was found in the brand promise.

An Example

An example

Taste was important but the most important reason Moms bought Jif was found in the brand promise. Jif promised choosy mothers choose Jif. Everything else they said was used to support that claim. Choosy mothers choose Jif because— Freshest taste, better taste, more like fresh peanuts and so on. The brand was and is— Choosy Mothers.

Jif promised choosy mothers choose Jif.

B2B brands always think in concrete terms. They see what they sell as tangible. And they regard rebranding as silly and frivolous.

Is your product the best in the category? Does it have clear advantages over competitive like-products? If in fact these were the main creators of choice then the market leader would ALWAYS have the most effective product. If price was all that mattered then the cheapest product would ALWAYS be the category leader.

Is your product clearly the best? Is your product the cheapest?

If these were the main creators of choice, then they would always represent the market leader.

Like consumers, B2B prospects choose based on emotion. That's how you get into the considered set.

How many times have you heard a CEO say, "Make sure you include Company X."

That's emotion

It might surprise you to know that strongest motivator in B2B rebranding is always an emotional idea.

B2B Branding