Rebranding is a complex process for any business, but there are some unique challenges to consider when rebranding in the B2B sector.
In this article, we’ll explore the key differences between rebranding B2B and B2C and explain what to expect when rebranding in the B2B sector.
HOW IS REBRANDING A B2B DIFFFERENT?
Whilst the general process of rebranding a B2B company is very similar to B2C, it does pose some unique challenges that should be factored into the rebranding process.
B2B companies’ relationships with their customers are often quite different from those in a B2C operation. B2B client relationships take longer to establish and are usually long-term relationships built on trust and reliability.
In comparison, B2C customer relationships are generally less complex.
B2B businesses also tend to have fewer customers than B2C companies, and their customers tend to be higher-value. This means there is less room for error. If a B2B rebrand alienates its clients, it could have serious financial repercussions for the company.
What to consider before rebranding your B2B operation
HAVING A CLEAR STRATEGY AND CONSISTENT MESSAGE IS KEY TO THE SUCCESS OF YOUR REBRANDING PROJECT. IDENTIFY WHY YOU WANT TO REBRAND YOUR B2B COMPANY AND ALIGN YOUR REBRANDING OBJECTIVES WITH YOUR BUSINESS GOALS. FEEDBACK, DATA, OR RESEARCH SHOULD INFORM ALL REBRANDING DECISIONS.
The target audience for B2B companies tends to be much smaller than in B2C. Because the target audience is so niche, B2B companies must conduct significant audience research to help guide their rebranding decisions and ensure their new identity and messaging resonate with the right people.
Where B2C rebrands are predominantly concerned with the end consumer, B2B rebranding should also consider other stakeholders, including supply chain partners and shareholders. Taking the time to consult with shareholders through surveys or conversations can help mitigate the risk of alienating them.
HOW LONG DOES A B2B REBRAND TAKE?
B2B rebranding projects come in all shapes and sizes. The length of time it takes to rebrand a B2B business depends on the business size and the rebrand’s scope and complexity. Some businesses opt for a full rebrand, and others only require a partial rebrand.
Minor changes like logo and colour scheme alterations could take a few weeks to implement, while a full rebrand could take a year or more.
COSTS ASSOCIATED WIRH A B2B REBRAND
The cost of a B2B rebrand is also very variable, as each rebranding project has unique requirements.
One way to estimate how much your rebrand will cost is to make a detailed breakdown of the professional services your project requires. Just some of the services a B2B rebrand may require include:
INTERIOR SIGNAGE AND EXTERIOR SIGNAGE DESIGNERS AND MANUFACTURERS
B2B rebranding is a complex process which can be higher risk than your average B2C rebrand. A successful B2B rebrand involves careful research and planning, considerable time, and various costs. However, a successful B2B rebrand can breathe fresh air into a business and catalyse business growth. Keep the considerations in this article in mind, and you’ll be well on your way to a successful rebrand.