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.
Image credit: Nick Youngson
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.