Sharmila KRaja
Sharmila KRaja 18 October 2018

A start-to-finish guide on B2B branding components

A brand is the sum total of all the impressions your customers have of you, everything from your logo to your customer service to your product quality. As such, it's important that you control all of those touch-points. Everything you're doing sends a message, and it's your job, as brand manager, to guide and direct what message is being sent.

Many brands online give us an inside look at how they do what they do and why they do. what fonts, logos, inspirations, and philosophies they consider essential to their brand. To break all the fundamental aspects of a killer branding strategy there are certain components, we should never miss. To know more about those components, let's dive in.


Building a versatile b2b brand is more than a logo. It is earned as a proportion of your answers, benefit characteristics that constructs a remarkable identity for your business. This creation includes far-reaching market concentrate to comprehend why your clients ought to pick your solutions for their business issues. 

Each of your products or sevices is to help your customers remember your business and feel confident about your products or services. 

A brand is a blend of qualities, guarantees, and identifiers that are imparted both outwardly and literally. A brand likewise incorporates implicit and inconspicuous things, similar to feelings, wants, and mental self-portrait. 

Whenever you talk about branding most people confuse it with the visual elements(logo, brand color, typography etc). These are important elements that account later on your brand development process. Researching about the real components that constitute a brand will gobble up a ton of time than you could envision. 

The 12 brand components discussed here will be a great help for you to get started with your branding strategy in 2019.

1. What is the fundamental aspect of your business?

Ask yourself "what you want to do and why you're doing?".

Conduct in-depth researches before making a decision about your brand. This helps you to have a clear vision for the company. When you hire people to help you run your dream, make sure they ease up things with their leadership qualities. Identify the reason behind your business that inspires everyone in your company to do what they do. 

2. Do some competitive analysis

List your key competitors. Learn what they are doing to get their customers talking. Now draft brilliant ways to outperform them. This will help you understand two important things. The position of your brand in your niche and what you are going to improve with this.

3. Outline your brand’s architecture

What are your plans to make your brand support your approach towards your products or services? 

Knowing for this is the key to your entire brand's success. Develop an architecture that’ll set the foundation for all the other components of your brand and aligns your brand personality, brand means, and alike into a unified structure. Brands play on the creator's emotion.

So be careful while defining your emotions, be very specific about it. Analyze other ways by which your brand will evolve over time.


4. Be careful while choosing your creative elements

The color, mood, typography, imagery, tone, logo, verbal tone - everything! Concentrate heavily on what you want your brand to convey about business. Finalize all your elements that’ll make your brand stand high from the crowd. Obvious brand elements (logo, colors, typography, etc.) can be managed by yourself, while other components (like reputation, what customers feel and their self-image when they interact with your brand) are less prompt and controllable.

5. Get to know what your customers are feeling about your brand or their idea towards your brand.

This can be also labeled as your customers behavior research. Collect data about what your customer feels or remembers when they hear your name. Don’t stop there. Organize your data, analyze it and put these data into action. These data can be implemented while you’re drafting your social strategy and while creating content. Use these data to find the areas where your customer feels concerned about. 

6. What will be the value you’re going to promise to deliver to your customers?

When you are creating a brand, you have to work on developing a promise that you made to your customers. You’ve to also make sure every single time that your brand builds value. When you want to build a lasting brand your entire organization must work towards it. Starting from your CEO to your janitor. Every single one of them has to keep up the promise they made to your customer. That is the only way for you to grow in the long-run. 

7. Why should your audience trust your products or services?

Be accessible with a reliable product. Always remember that delight is in details. Stop seeing your customers as dollars. Instead, build a relationship that drives on trust. This will sometimes make you lose some less quality business, but that’s totally fine. You’ll be sure that all your customers are satisfied at the end of the day. Your customer’s trust will drive your revenue

8.  What is the game-changing opportunity in the market for your business?

Consumer segmentation, purchasing decisions, direct and indirect competitors analysis, complementary products and services, industry and environmental analysis will help you to find those game-changing opportunity in your market.

9. What does the customer desire and how are you planning to fulfill it?

Forget about manufacturing great products, marketing is now all about selling great ideas. To invent great ideas you’ve to understand all your customer needs and try to avoid the potential pitfalls encountered by them. Now transform your ideas into solutions for your customer's problem. Sell your solutions to them in a compelling way by explaining the purchasing process clearly. This will help you connect with your customer on a personal level. 

After all, this ensures you’re providing value to customers that are superior to other options. Chances are, your idea really isn't that original, to begin with.

But, maybe you are! 

Perhaps your approach to the solution, your passion, your product knowledge, experience, and expertise set you apart. After all, this ensures you’re providing value to customers that are superior to other options.

10. What is your brand’s story? What stories does it allow you to tell your audience?

One of the value forms of content creation is the story-telling strategy. A well-told brand story can make your customers feel like they were really there. Take your time to build a great story that compels your audience to listen more. Be narrative as well as consistent. This will leave an impact on your readers' mind that will encourage them to know more and more about your brand. 


11. What is your brand’s backbone? 

You have to be very careful while identifying things that will strengthen and support your brand’s backbone. Because these elements will directly influence the character of your brand. It is the underlying idea your clients see, the impression they are left with when a deal is finished, and the esteem they are offered amid the exchange. Your image doesn't endeavor to offer your business; it is your business, all the way. Take your time and conduct a branding session and finalize all your thoughts and record it as a brand book. 

12. How are you going to present yourself? 

Who is your brand as a person? What are its traits? Is (s)he helpful, clever, innovative, edgy? FInding answers for all these questions will help you analyze your brand’s personality. And understanding your personality will help you in better representing. The likelihood of a brand personality applies to associations of every kind and to anyone with a web proximity. This suggests you – the organizer, the specialist, the architect – are your own special image if you have a website or even share transparently web-based life channels. Creating and saddling that character can be a key factor to keep your business thriving.

What other B2B branding components you feel I missed!

Comment below to share them with me.

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