Do You Have Two Brands?

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Value. Quality. Service.

These are standard features in many service brand concepts. Every business tries to show that they offer greater value, higher quality and better service than the competitors. But do these brand characteristics have different meanings to different audiences, specifically your B2C and B2B segments, and are you adequately communicating them?

The state of the economy has forced many service businesses to expand their offerings to different clientele, especially in the service sector. With many consumers facing lower disposable incomes, some service businesses have been forced to look to the commercial sector to augment, or even replace, their B2C income. Often, this is done with the assumption that the same brand identity that resonated with consumers will resonate with commercial clients.

This is not always the case. Service businesses that rely on their brand to generate referrals need to consider what will be the driving force in those referrals. References from consumers, ie word of mouth, often center around feelings like, "I recommend this business-they did a great job and the price was reasonable."

References generated from B2B marketing, however, take on a different tone: "Go with this business-they will fulfill your needs." Although value, quality, and service are still the central brand values, it's the reliable provision of these values ​​that's the difference that can exceed price sensitivity in the referred consumers. Satisfied customers of referrers translate into more frequent referrals, which is a win-win for everyone.

Shifting from B2C marketing to B2B referral marketing does not mean you have to reinvent your business business identity, it only means you have to make sure your message and brand values ​​resonate for each segment.

Source by Ryan Bladzik

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