Increase Revenue
Creating trust and emotional connection with new/loyal customers.
Recruitment
Good reputation
by positive employer brand.
Improve Employees' Engagement
What's Branding?
You may say....
Logo
Merchandising
Advertising
Actually, they are just a part of the branding actions
Have you ever thought about
why we need to do "branding"?
To make UBE visible in anywhere
To make people know about UBE
But, what is it for?
Why do we want UBE brand more visible and to be known?
Purpose of Branding
Among a lot of reasons for branding,
we can pick up
the 3 most remakable roles a brand can plays:
Good reputation
Sharing value/motivation
"But, Branding is not important in B2B companies like us."
Is it true?
Consumers need to see your brand
5 - 7 times
to remember it
- B2B buyers need to see your brand 10+ times to remember it.
- 17 interactions: Average of the B2B buyers to complete a purchase*.
- 17% of the time B2B buyers spend for meeting with potential suppliers. (When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep. may be only 5% to 6%)**
- 6-10 people: Average of number of people involved in decision making in B2B buying process (Purchasing Dept., Legal, Finance, R&D, Engineering, etc..)*
- 60%: of purchasing process by B2B is self-directed process***
So, Branding is important!
To influence wider profile of people in buying group
to be in the choice of our customers (and its decision group).
With right perception of company
to be selected
So, we just have to make our visual contents modern, nice and cool to attract people, right?
Try to see how you feel to see each design.
Which do you think it fits to UBE?
Move the cursor to the different version
With which design do you identify?
Branding is not question of making modern and cool design
It should reflect...
Our corporate culture
Our business strategy
The perception of our stakeholders
If not, at mid-long term, the brand fails by itself because of incoherency .
So what did we do?
Re-define the essence of UBE (UCE) brand
Define design and whole scheme surrounding brand based on the message
Promote coherent image/message in different channels: Internal, external, all the stakeholders…
In the presentation of 15th Feb.
You will see the details of whole the actions we executed and plan to do.
Resource
- *Forrester (Sep., 2019) “Why Are Buyer Insights So Vital for Product, Marketing and Sales Leaders?” https://www.forrester.com/blogs/why-are-buyer-insights-vital-for-product-marketing-sales/#:~:text=Buyer%20insights%20provide%20clarity%20(and,For%20product%20leaders. [Accessed February 7 2022]
- **Forrester (2018) “Win More B2B Sales Deals” https://www.gartner.com/en/sales/insights/buyer-enablement [Accessed February 7 2022]
- *** Forrester (Aug. 2017) “The Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s B2B Forum” https://www.forrester.com/
blogs/the-ways-and-means-of- [Accessed February 7 2022]b2b-buyer-journey-maps-were- going-deep-at-forresters-b2b- forum/