Why Do B2B Branding?

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Came across this article in a UK blog, B2B Branding—Why build a brand?  The core premise is that business leaders see the process as an expense, dismissing ‘branding’ as this thing that B2C (business to consumer) companies do.

Really?

Hmm.  I might suggest a look at Seth Godin’s Purple Cow (do something different, remarkable, memorable).  Then, watch his :17 presentation at TED, and then remind them: it may be B2B but people still sell to people. B2B is B2C, just the pockets are deeper.

It has never ceased to amaze me how ‘business people’ have such a hard time understanding ‘the consumer’ at times.  After all, we are all consumers, we are all time challenged, we are all humans, and we all want to feel like ‘we’ are important.  Having said all that, we watch out for things that are interesting to each of us individually and then pay attention once we’ve found it.  Well, at least for a little while.  And, isn’t that what it’s all about?

Now, why do we want to do B2B branding?