Knowing When (and How) to Rebrand Your B2B Business

Establishing a strong brand presence in your sector is incredibly important, especially if you want to make a memorable impact.

In the business landscape, it’s not often that you see successful B2B organisations flourishing without exceptional branding to back them up – but why is this the case?

Your brand encompasses your company’s identity, acting as a clear, easily recognisable representation of who you are. For those who manage to present their brand in a positive light, this tactic can be a powerful way to build trust, drive conversions and reinforce defining messages.

A collection of your company’s logo, website, colour scheme, images and the like; your brand assists customers in differentiating your offering from that of your competitors. It can help you stand out in a market flooded with products and services, some of which may be relatively similar in nature.

With effective B2B branding comes strong, positive customer perceptions and interactions, which can be invaluable in the modern marketplace. B2B branding can strongly influence your customer’s opinions of your company and, as such, will often play an instrumental role in their final purchase decisions.

Building a synergetic, consistent brand image is paramount in B2B marketing, as it’s central in communicating your business’ key attributes and values. At the end of the day, your brand embodies what you stand for, uniting the defining components at the heart of everything you do.

So, What’s B2B Rebranding?

The fundamentals of rebranding are essentially in the name itself so, even if you’ve never heard of the term, an educated guess will likely get you pretty close to the mark.

To rebrand is to redefine the attributes of your company, such as your logo, colour scheme and the like. Those who engage in rebranding will often be looking to reinvent their business’ image, for whatever reason they see fit.

But why do B2B organisations rebrand? 

There are various reasons why a B2B company may decide to take the dive and rebrand their organisation.

For instance, their organisation may have recently undergone a big change, such as a change in ownership. To highlight this, a business may update aspects of their existing brand to better reflect its new, refined values, identity and aesthetics.

In other cases, a business’ branding may have a dated look and feel that they wish to modernise. This often involves updating logos, B2B marketing collateral and websites, making them more in touch with your business’ current desired brand identity.

Beyond this, rebranding gives you the opportunity to try something different and thus, it can be a great way to remain competitive in a volatile business environment. What differentiates your offering from that of your competitors and, more importantly, why is it a superior solution for prospects? Well-thought-out, effective branding is a practical way to reinforce the unmatched value of your product or service. 

Rebranding Your B2B Business

The exact process organisations follow when rebranding can differ on a case-to-case basis. Your company’s desired outcomes aren’t going to align with those of every other business in the market, so it’s important to follow a procedure that makes sense for you.

During each stage of the rebranding process, it’s important to ensure your efforts remain consistent and work in harmony with one another, as well as with your pre-existing branding. Often, companies won’t completely revitalise all of their branding, instead, they’ll keep certain aspects consistent for existing customers. In such instances, maintaining synergy across all of your marketing collateral and the like is crucial.

You’ll likely invest money, resources and time into rebranding your business, so following a thorough process that drives long-term, value-driven outcomes is key. This will, ultimately, help you avoid ending up with mismatched brand messages that confuse and hinder customer’s perceptions of your company.

While there isn’t a rigid approach for rebranding your company, the following may act as a guide to give you a general idea of what to expect.

During the rebranding process, you’ll likely need to:

  1. Identify and redefine your B2B business’ unique value proposition or promise;
  2. Assess your organisation’s existing internal values and, where required, make amendments so that they’re more closely aligned with your desired outcomes;
  3. Conduct extensive market research, testing new branding concepts with select customers and listening to their feedback;
  4. Rebranding is more than just updating your company’s logo. Be prepared to revamp your business’ messaging, positioning, websites and the like;
  5. When it comes to rebranding, responsibility doesn’t sit purely with your marketing team. Getting your employees on board with the required changes is crucial, as they’ll play a significant role in representing your company’s branding behind the scenes and on the front line.

Ready to Rebrand Your B2B Business?

Take the first step in rebranding your B2B organisation by getting in touch with our team of marketing experts. With extensive experience in the B2B business landscape, we know what it takes to effectively rebrand your company in a way that will drive long-term results.