A key difference between consumer and business-to-business branding is the influence of selling channels, including sales reps, dealers and distributors. While many consumer products are also sold through a channel, the marketer generally reaches past the channel with branding messages, relegating the channel to the status of a local point of sale. By contrast, in many B-to-B markets, the local dealer or distributor really “owns” the end customer and can control access and communications to and from the customer.
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Extending B-to-B Branding through
(and to) the channel
A key difference between consumer and agree on how both add value Through the Channeland business-to-business branding to the customer relationship. How does "channeling the brand" is the influence of selling channels, To the Channel affect the positioning of the including sales reps, dealers and distributor's business? In the distributors. While many consumer Having sales representatives, dealers, presence of a strong brand, do they products are also sold through a and distributors "live the brand" just become the local sales outlet, channel, the marketer generally or even reflect and support the or can their "added value" message reaches past the channel with brand in their own communications co-exist with the brand message? branding messages, relegating the requires deliberate effort. While The answer to these questions channel to the status of a local they are, in fact, a channel to your depends on both the manufacturer point of sale. By contrast, in many audience, they should also be and the distributor. B-to-B markets, the local dealer thought of as a primary audience or distributor really "owns" the for communications about your A recent survey found that control end customer and can control brand. As a result, having a engineers prefer to have technical access and communications to consistent message presented by questions addressed by manufacturers and from the customer. all of your representatives is a key and not by distributors. This is a component of brand differentiation. clear message to those manufacturers This fact influences every part of To really become "brand to either focus more attention on the B-to-B branding. Since the brand ambassadors" who influence the technical savvy of their distributors definition must encompass the beliefs and perceptions of your or add internal technical staff to entire customer experience with brand, your channel partners must handle customer questions. It is also the brand, the distribution channel understand your brand deeply. a clear message that distributors play must be part of the branding an key role in the customer's overall process. It isn't enough to implement This means supplying all facets of perception of the brand, because "internal branding" to ensure that the channel with the appropriate they are an important part of the your employees and sales reps materials and information to help customer's experience with the reflect your branding in their them support the brand message at brand. Customers need to know attitudes and actions. You'll want the customer level. And giving them where they can go for technical to work with your channel so that ready access to your branding tools support. If the manufacturer wants everyone that interacts with the and materials so they can use them to promote its own customer service customer reflects your branding. in their marketing. That's why it is and technical support, it must To achieve this, business-to-business no accident that most manufacturers' communicate this intent with the marketers are challenged to market extranets are initially developed to distributor and supply the distributor to the channel as well as through serve distribution organizations with useful information about this the channel. and provide channel partners with resource. Likewise, if the distributor deep access into information and That's true even in great relationships chooses to focus its own message on systems to help drive the sales of the between manufacturers and their service and support, they still have manufacturer's products. Channel channels, situations where both the option to do so while continuing extranets are ideal tools for making entities share the same broad values to support their brands. your branding information and tools readily available.Co-marketing and Branding of the member's sales. In both cost-effective marketing support that, cases, the goal is to support the in many cases, they would be unable Since distributors often "own" access manufacturer's brand in the to afford if they acted independently. to their local markets, it is important marketplace and drive potential Maximizing the distributor's or for brand communications to buyers to the channel for sales dealer's exposure while minimizing include elements relevant to their o... [download for more]
