Q: What makes branding unique for business-to-business companies and is it as important for them as branding is for consumer product companies? If your business provides products and services to other businesses, you can achieve the benefits of a strong brand identity in customer loyalty, buying preferences, and referrals to other customers. However, the relationship with your customer is far more complex than when compared with consumer product relationships. Business to business service companies must go above and beyond just satisfying the client’s transactional needs to create positive brand loyalty over time. Business to business brand loyalty has less to do with spending money to build awareness than being committed to a complete and systematic and relentless dedication to an idea that is expressed in every way that touches a customer by every employee, consistently across all communication channels, and sustained over a long period of time. Business to business companies often stumble when they fail to align all of their customer facing operational processes and people with the brand promise of the company. Customers of business to business firms believe that every form of communication they receive from your business, and every interaction that they have with your company, … Continue reading Aligning Your Company With Your Brand for Profit