Why do you need brand management if your service is b2b? If you offer a service to help others you will get more demand for your service (be it accounting, legal, financial or other professional services) you won't need to price compete and have a steady flow of repeat customers..... sounds good right!!

• Brand management is crucial in B2B marketing as it builds trust, adds value, and fosters loyalty among customers. 
• Focusing on quality and consistency instead of cost helps B2B companies create a positive brand perception and differentiate themselves from competitors.
• B2B marketers must strategically plan, develop, and maintain their brand's image, reputation, and value.

I came across research conducted by consultant firm Uffindellwest which revealed in a survey of bosses that trust and relationships are important. In fact so important they will pay a premium... this may be custom branded pens or a new office fit out!! In fact 83% believed cost was unimportant when compared with quality and consistency. But how do you relay these positive traits of quality and consistency to a new customer? Simple by managing your brand and creating a positive perception to your potential customer

What is Brand Management?

Brand management is the process of strategically planning, developing, and maintaining a brand's image, reputation, and value in the market. It involves understanding and controlling how a brand is perceived by the target audience, making it stand out from competitors, and consistently delivering on the brand promise. Key aspects of brand management include:

• Brand identity: Defining the brand's visual elements (logo, colors, typography, etc.), core values, mission, and personality that make the brand unique and recognizable.
• Brand positioning: Identifying the target audience and establishing a clear, differentiated, and appealing value proposition that resonates with them.
• Brand strategy: Developing long-term plans for achieving brand objectives, such as increasing brand awareness, customer loyalty, and market share.
• Brand communication: Creating and delivering consistent messages across various channels (advertising, public relations, social media, etc.) to effectively convey the brand story and value proposition.
• Brand experience: Ensuring that every interaction customers have with the brand, from product packaging to customer service, aligns with and reinforces the brand identity and values.
• Brand monitoring and analysis: Tracking and measuring brand performance using key performance indicators (KPIs) and adjusting strategies as needed to maintain or improve brand health.

Effective brand management helps build a strong, positive brand image and reputation, which can lead to increased customer loyalty, trust, and ultimately, business growth.

The Importance of Branding

1) Brand Management will build trust. Companies buying from you may not necessarily be after the cheapest deal but neither do they want to spend money unwisely. If a brand is thought of being reliable and someone you can trust then that risk in your customers eyes is reduced.

2) Brands add value so you do not enter into a war on price.

3) Brands build loyalty. So you get stronger relationships and reduce the cost of always needing to find new customers.

Takeaway

B2B marketing is harder than marketing to consumers. In b2b its not about shifting product off shelves but it is about shifting what your customer thinks about you. Marketing to consumers require an engaging brand experience and building an emotional link to the product and company. This is exactly what also companies marketing to other companies need to learn in brand management to get a greater share of attention.