The basic branding principle of being clear about what you stand for applies to all market sectors. You should consider how you should tailor your branding for your specific business type and audience.
At the start of a new business you can launch your product with a brand that challenges the conventions of the sector - often called a 'challenger brand'. This is much harder to do once you're established as you have more to lose. You must think carefully about how brave and 'disruptive' your product or service can be by:
- assessing the market sector from the outside
- looking at the different competitors
- spotting opportunities or gaps in the market
Start-up businesses benefit from being small and more responsive and adaptable. They have no existing processes that have to be changed to create a new brand.
Business to business (B2B)
The principles of effective branding apply to the B2B sector in the same way as they do in customer-facing businesses. B2B businesses market products and services directly to other businesses rather than the public. They too need to use branding to differentiate and create a distinct personality. They may opt for a personality that is more corporate and business-like in its tone than a consumer facing brand.
You should consider how your brand is reflected in how your service is provided and how your staff interact with customers.
Service brands are built on the people who deliver them, so staff need to be trained to understand the company's culture, its 'promise' to customers and how they will put this into practice.