| Company Branding: Don't Underestimate the Power |
| Invention Development Advice - Marketing | |||
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Company branding isn't just for the business-to-consumer market; B2B companies can learn from the example of companies like IBM, HP, Intel, Microsoft, and GE.
Company branding isn't just for the business-to-consumer market; B2B companies can learn from the example of companies like IBM, HP, Intel, Microsoft, and GE. A business can build greater revenues in the B2B market than in the B2C market. There are many success stories of this marketing technique, such as that of Intel. Instead of offering their products directly to end users, they sell their products to the manufacturers of computers. Despite this fact, "It's all inside" and the Intel brand name are commonly known by consumers. Without a doubt, no business' marketing strategy should leave out company branding. A direct sales force is not the best way for a large company to reach its massive base of potential clients. Company branding, on the other hand, allows you to contact a much larger audience with your company's products and services. Corporate logos, taglines and packaging are most effective when united by one company brand. If you don't pull together a cohesive marketing brand, your marketing efforts will be confusing to prospects and your company will appear to be disorganized. Ultimately, this will result in lost sales as your prospects will not feel comfortable trusting an unprofessional organization. Even though company branding is a powerful business-building tool, it is not easy to pull off successfully. It takes years of large investments in many different marketing methods in order to create a recognizable brand name. Simply attaching a name to your products or services is not enough. For that reason, a company that does not have the means financially to invest in long term company branding should spend their funds on other marketing techniques. Another warning for company marketing professionals involves focusing your efforts on a single brand, or a limited number of brands. Few companies can support a wide array of product names since this distracts the customer from hearing a clear message. Successfully branding your company goes much deeper than just thinking up a clever slogan for your product or service, but the rewards are considerable. More information: Ray Perry, founder of MarketBlazer, draws upon more than 25 years of senior marketing, sales and C level management experience. His company assists entrepreneurs in growth-minded small and medium sized companies that provide complex B2B products and/or services. Check out his site at www.marketblazer.com
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