When it comes to brand strategy, the basic principles and frameworks for branding are relatively similar between B2B and B2C. However, there are a few characteristics common to many B2B businesses that should be taken into consideration. These characteristics have implications for how brand strategy development needs to be different in B2B.
Whatever way you look at it, rebranding is vital in establishing a new market position — but it is also risky. A rebrand is not only expensive to create and launch, but stakeholders may also resist a rebrand because of how a change will impact them. A mediocre rebranding attempt can result in brand confusion and ultimately depreciate the brand. A rebrand requires careful planning and clear and specific messaging for stakeholders.
At its core, brand architecture defines the direct relationships among brands in a business. It describes how a company organizes, manages, and markets its brands. There are many different approaches to brand architecture, impacting how customers perceive your business, how you launch a new product or service, and how to integrate other brands into the existing portfolio.