Branding and business to business marketing

Branding and business to business marketing

A brand is the whole identity of a business and not just a logo or your colourways. The more recognised your brand is the more chance to have of securing deals and making sales. Marketing can be a very confusing world to get in to. There are so many different ways in which you can market your business that you may not know where’s best to invest your time and money.

If you are a business that sells to other businesses then you will need to have a different marketing strategy to a business that sells direct to the public. Some parts may overlap but your overall focus will probably be quite different.  The buying cycle is usually longer for business to business sales, the requirements are better defined, more people are involved and the stakes are typically higher.

When dealing with other businesses you need to make it feel like you are a partner of theirs, working together towards a goal rather than a sales person trying to get them to buy your product. When you’re easier to do business with, your customers feel it. It makes their work more efficient and predictable. You may need to spend more time with business customers and expect a slower process than if you were selling to a member of the public but the rewards are often greater.

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Jolyon Edison author

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