Guest post by Sreeram Sreenivasan.
Building a great brand is the holy grail of marketing. It enables your business to occupy a sizeable amount of public mindspace and consistently drive more customers.
A memorable brand is self-propelling and can grow a business to dizzying heights. Consider the brand value of companies like Apple, Whole Foods, and BMW.
Many marketers believe that brand building is only for B2C companies like Nike, Coke, and Facebook. But’s it’s also vital for businesses like Microsoft and IBM that drive a significant amount of revenue from B2B customers.
Brand building for B2B businesses is a little different from that for B2C companies. It’s not about being the coolest company in your industry, it’s about thought leadership. B2B prospects do a significant amount of research before they decide upon a solution. So you need to make them aware of your presence early on, and convince them that your brand understands their problem and has the solution.