The vast majority of research and literature on rebranding focuses on consumer brands, which can leave B2B brands feeling a little lost in how to go about their transformation. Which principles apply and which don’t? How are things different for us?

The principles of good rebranding apply to both consumer and business-to-business brands. However, a key difference is how the connection is made with the customer. Typically, consumer brands focus on one-to-many communication channels, e.g., social media, to forge connections. In contrast, B2B brands rely more on one-to-one contact through sales agents, account managers, etc.

This greater reliance on one-to-one contact means that B2B brands must apply a subtle shift in focus. We would like to offer some insights to guide you along the way.

 

1. Be as inclusive as what is practical.

Brand alignment is critical for the success of B2B brands. The team should fully get behind the vision, mission, and purpose to make the brand successful. Hence, being as inclusive as possible during the rebranding process can have a dramatic impact on success. We recommend that a client include one member of each critical team within the rebranding process.

 

2. Be mindful of people’s emotional connection to the past.

Like many of our clients, if your business has been around for a while, you may have longstanding team members who have developed an emotional attachment to your logo, colours, etc. That sense of nostalgia can make them sceptical and apprehensive about change. Be mindful and thoughtful about how you communicate the need for change. Wherever possible, we like to include elements of history and the brand’s origin in explaining the rationale behind the rebranding.

 

3. Communication, communication, communication

Be thorough and clear on the reasons behind the rebranding. Also, be open to feedback and dialogue. We aren’t giving every staff member a vote and say in the brand’s look; that would be impractical and inefficient. However, it is important to be open to questions and concerns, this will allow you to foresee issues in the rollout and adoption of the brand identity.

 

4. Stoke the flame, pride in the badge.

Passion is powerful, and we cannot overstate the importance of brand leadership in fully embracing your new direction. Be ‘all in’ in your commitment to the brand’s success. If the leadership shows passion, commitment, and pride in the new branding, the team is likely to follow, even if initially sceptical.

 

At Kustodian, we have a wealth of experience transforming brands. Our K360° process covers all the branding principles for B2C and B2B brands, allowing each to apply a subtle shift in focus based on their industry, history, and vision.

Here is what one of our B2B clients had to say about our processes.

 

“In the more than 21 years that I have been in business, I have been through several processes of branding, rebranding and reviewing marketing material. Most of these processes, although they provided visually pleasing results did not follow an extensive process to ascertain who we were in order to align our brand with our culture.

 

The process that Kustodian followed included consultation with all our staff members and stakeholders. As a result, I can honestly say that the end product defines who we are and what I want to showcase. Having staff members involved in the process and seeing the end result has engendered a greater level of pride, understanding of who we are, and motivation.

 

I am proud of our new corporate identity; new and existing clients have responded very positively to it!”

Dave Fisher – Fisher Dugmore Financial