Reman U
- Authors: Angie Daugherty (left) and Jennifer Porter
- Subject Matter: ‘Middle man’s’ branding
- Topic: Branding affects sales
This article was inspired by one of our loyal readers. Sharla emailed us and asked:
- “Is branding important if you sell to a ‘middle man’ and the end user has no idea you even exist? “
The quick and dirty answer?
- Yes. Your brand is the outward extension of your business. And, it will always be important.
Now, we’ll elaborate:
Branding can function just like traditional marketing. Take a print ad, for example. Ultimately, a customer will go to your website or pick up the phone because what was on paper was compelling, interesting, memorable, or just a really great deal. When you approach branding a B2B business the same way, your customers think of you and the feeling and/or service you give them when their customer is right in front of them. Branding contributes to the actions of a sale.
Branding shows why you’re not like the other guy. It’s a powerful differentiating tool. We can say with confidence that our competitors make great products. But our business models – and business personalities – aren’t the same. Through branding, we showcase a part of us. And sometimes, that part is simply a silly, definitely memorable video. What about your business sets you apart? Show it in your branding.
Branding can bring a consumer-product feel to an otherwise unsexy, industrial one. Transmissions, engines, components, and the technical ingenuity throughout our industry are damn cool. We know it. You know it. But most outside of our immediate walls don’t always “get it.” When you approach your product branding, try to appeal to an end user, even if they might not ever see/know it. You’ll be easier for the ‘middle man’ to remember – and may even drive a few savvy consumers right to him.
Branding gives your employees a voice outside of the product they sell. Transmissions don’t talk or sing – well, most of the time they don’t. Through branding the voices of our team, we share the people behind it all. It adds a human touch to an otherwise cold process. ‘Middle men’ and consumers alike buy from who they know and like. And they’ll buy you if you show your human side.
Is it sad or somewhat weird that the person at your product’s final destination will likely never know you? Perhaps. But that’s business. And even sometimes, it’s your job to stay in the dark. In the end, you can and should dedicate time, talent, and resources to building the most kicka$% brand behind the scenes. It’s your brand that connects your customers to your product.
This week’s article was inspired by one of our Reman U readers – and it inspired Girl Wonder (Angie Daugherty) and Jennifer Porter, director of customer experience at ETE Reman, to team up in response.
