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BrandingA brand is essentially a seller's promise to deliver a specific set of features, benefits and/or services to the buyer. Whether your company is launching a new product or service, brand decisions should be among the first issues you address in your go to market strategy.Will your new product or service carry your existing brand name? If yes, do you jeopardize the viability of your existing product or service lines? Is your new product or service a premium or second-tier offering? If so, maybe it deserves its own brand. At Frank Lynn & Associates we work with our clients to answer the hard questions and then develop new product or service brand strategies that effectively complement their business strategies. Once developed, a company can better choose a cost structure as well as a channel strategy that works with their brand. Branding a Business to Business Offering? Branding a consumer product is a well-recognized element of consumer marketing. Often times, very little differentiates two products and it's how a consumer perceives a brand that matters the most in the end. So, for a B2B product or service, is it necessary to have a brand promise? The answer is yes. Whether you are a major manufacturer or a smaller company focused on an industrial niche, every time a competing product enters the market, your share of mind with customers is being challenged. With so many products and services in the marketplace, what makes your offering unique? The answer to this question is your brand's promise and should be reiterated to your customers, employees and channel partners as often as possible. Want to learn more? Let our brand strategy experts help you get the most value from your new offering. Please give us a call. |
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