Often, through the pages of this blog, we have analyzed and described the role of B2B Brand in the market ecosystem. Brand management or branding is a fundamental activity in the strategy of a B2B company that aims at growth. It must be the starting and arrival point of a multi-channel and Omni comprehensive strategy that can embrace all its online and offline activities.
Theoretical premise: communication and perception
The creation and communication of a B2B Brand is a circular directional process, which starts from the definition of the Brand values, passes through the punctual definition of its messages, and then continues with the choice of channels and targets to convey these messages that will be welcomed and reworked, according to their perception, by the intended recipients.
The brand becomes values, and values become messages, and recipients receive messages that recreate the importance and thus the brand. For this reason, we can say that it is a circular directional process. It is a transfer of information from the company to its stakeholders.
Borrowing and implementing the six fundamental aspects of verbal communication, singled out by the linguist Roman Jakobson, this transfer of information can be defined as the reworking of the messages perceived by the recipients, which in our case are the stakeholders. Jakobson defines communication centered on the recipient as the conative communication function when the issuer tries to influence the recipient.
Each action of a Brand should always try to influence the recipient, in this case, the audience of the stakeholders, as it should always control their perception of its messages and, therefore, of its values.
The theme of perception, in other words, how messages are internalized and reworked by a recipient, is a complicated subject of study. For this reason, we prefer not to deal with it in this post that will focus on the processing of messages starting from values and, therefore, from the brand itself.
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Finally, we consider that according to the fundamental axiom of Paul Watzlawick’s theories, “it is not possible not to communicate.” Every action or activity communicates something and, even if you decide not to communicate, you are still choosing to communicate that you don’t want to communicate. Let’s now see in detail why in Vehnta we believe that a B2B Brand can position itself through its communication or by absurdity through its non-communication for all its stakeholders.
Note to the Premise – There are many different authors on topics such as communication and perception. We preferred to focus on the theories of scholars who, according to our experience, best ascribe to defining the concept we advocate according to which the brand is a living part of society.
To communicate a B2B Brand: message, media, and recipients
As previously defined, a B2B Brand has to behave as an entity capable of influencing its stakeholders. Declining this axiom of B2B commercial development in a company is an important task that must involve the different departments: it is a cross-departmental mission. Starting from the title of this post, as in its development, we at Vehnta wanted to focus on this aspect: brand, anything goes.
For this reason, once the values and their definition into messages have been defined, their distribution can take different shapes. Below is a list of these shapes. A list that does not claim to be exhaustive can help a company understand which media it can act and which of these it can govern. Each business, especially in the B2B sector, is different from another. This list is therefore intended as a guideline. In addition to the classic offline and online list found in many other blogs, we at Vehnta would like to emphasize the value of experience: but let’s start with the traditional lists.
To communicate B2B Brand online
Following all the tools on which it is possible to decline, based on the channel and the message, the Brand values:
- Web Site
- Company News
- Social Media
- ADV Search
- ADV Display
- ADV Video
To communicate B2B Brand offline
It is possible to communicate the brand offline in different channels, mainly thanks to user materials, clothing, or communicative material capable of furnishing. Following some of these:
- Training courses
- Production areas
- Packaging materials
B2B Brand as experience
As previously mentioned, in addition to the classical online and offline lists, which can never be exhaustive given the difference of the B2B businesses, we would like to pay attention to the value of experience—precisely intended as a human relationship experience.
Business lunches or dinners. Meetings in meeting rooms. Sure. But not only this. Details make the difference in all of this. Waiting times, chosen seats, non-verbal communication, or verbal communication of the so-called small talks can make the difference.
Come precedentemente accennato, oltra ai classici elenchi online e offline, che non potranno mai essere esaustivi data la differenza dei business presenti nel B2B, vorremmo porre l’attenzione sul valore dell’esperienza. Intesa proprio come esperienza umana di relazione.
Making a Brand communicate: in conclusion
As Vehnta therefore, in addition to advising you to reflect on your brand, the values and competitive advantage that derives from it, and then on the definition of the messages, we suggest our customers work on the two previous lists and, once finished, to take a moment to think about how your potential customers live the experience. With them, of them, and their brand.
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