Category Archives: Branding

Branding, Business Advice, Marketing & PR

B2B doesn’t need strong branding? Think again.

Written by Robert Hughes

Many overlook the importance of branding in B2B – but that’s a mistake worth avoiding. After years of working with B2B brands across the UK and Europe, I’ve seen firsthand how a powerful brand can make or break a B2B company. So, let’s dive into why your brand matters more than you might think.

  1. Stand out or get left behind

In today’s cutthroat B2B landscape, blending in is a death sentence. A strong brand isn’t just a fancy logo on your business card—it’s your secret weapon. It’s what makes you recognisable, memorable, and, most importantly, the go-to choice in a sea of competitors.

Think about it: when decision-makers are drowning in options, they’ll grab onto the familiar. Make sure that lifeline is your brand.

  1. Trust: The currency of B2B

Here’s a truth bomb: in B2B, trust and reliability are your bread and butter. Long-term business relationships aren’t built on flashy promises—they’re built on consistent, quality experiences. Your brand is the shorthand for all of that.

I’ve seen companies transform their fortunes by investing in a professional, trusted brand presence. We’re talking a cohesive online persona that’s consistent across all platforms, from your website to your LinkedIn page. It’s not just about looking good; it’s about telegraphing reliability.

  1. Quality by association

Let’s get psychological for a second. Your brand isn’t just what you say it is—it’s what your customers perceive it to be. And in B2B, that perception is closely tied to quality. A well-crafted brand reinforces the idea that your products or services are top-notch.

I’ve watched clients go from being perceived as “just another option” to industry leaders, simply by aligning their brand with quality and expertise.

  1. Measuring success: beyond the bottom line

Now, I know what you’re thinking: “This all sounds great, but how do I measure it?” Fair question. While ROI is king, brand success in B2B isn’t always about immediate sales. Here’s what to watch:

  • Brand Awareness: Are people recognising you? Is your website traffic growing?
  • Brand Equity: What’s the word on the street? Are customers singing your praises?
  • Loyalty and Retention: Are clients sticking around? Better yet, are they becoming your biggest cheerleaders?
  1. The future is brand

Looking ahead, if you want to future-proof your B2B business, brand investment isn’t optional—it’s essential. Focus on:

  • Brand awareness: Get your name out there.
  • Digital marketing: Because let’s face it, digital is where the action is.
  • Customer experience: Make every interaction count online and offline.
  • Sustainability: It’s not just trendy; it’s necessary to future-proof your business.
  • Innovation: Stay ahead of the curve, always.

Remember, a professional, strong brand gives your business credibility, helps you stand out, and reinforces your market position. It’s not just about looking pretty—it’s about building a foundation for long-term success. Now, when we talk about branding, it’s crucial to understand that it encompasses multiple elements:

  1. Brand Assets: This includes your logo, colour palette, typography, and other visual identifiers.
  2. Brand strategy: The core of your brand—your values, unique selling propositions, and how, when, and where you communicate.
  3. Brand campaigns: The emotive storytelling content that connects you with your audience on a deeper level.

All these elements work together to create a cohesive brand experience.

It’s worth noting that research backs up the importance of branding in B2B. A groundbreaking study by Les Binet and Peter Field found that B2B companies that invest in long-term brand building see significantly higher growth rates compared to those focused solely on short-term sales activation.

Lastly, to get the most out of your branding efforts, it’s crucial to work closely with your marketing agency. Be open about your business goals, share insights about your industry, and trust their expertise. A good agency partnership is a two-way street—the more you invest in the relationship, the more powerful your brand will become.

So, my fellow B2B marketers, it’s time to stop treating your brand as an afterthought. Invest in it, nurture it, and watch as it transforms from a mere logo into your most valuable business asset. Trust me, your future self (and your bottom line) will thank you.

 

About the author

Robert Hughes is founder and managing director of Reech

 

Branding, Employer Branding, Liverpool, News

Uniform specialists dress leisure employees to impress in new workwear deal

Branded merchandise and apparel firm, Infinity Inc, has unveiled new uniforms to be worn by staff members at one of Europe’s leading retail and entertainment destinations, Liverpool ONE.

Infinity Inc was awarded the contract to supply branded uniforms by real estate services company Savills UK. It has worked with global real estate services provider Savills for over four years. Savills acts for Liverpool ONE owners Grosvenor Group, on the food, beverage and leisure leasing side of the business.

The Infinity team currently supplies over 55 Savills sites including the Trafford Centre, Metrocentre, Derbion and Merry Hill. In addition to staff uniforms and branded clothing, it also provides promotional merchandise such as tote bags, water bottles and branded decorations for events.

New uniforms will be provided to over 130 Liverpool ONE team members.

The contract sees the supply of a wide range of branded garments for their guest services, security, waste management and cleaning teams with each team uniform consisting of colour co-ordinated items to identify which team each staff member represents.

To meet the brief, the Infinity Inc. team reviewed personal insight gained from colleagues and completed multiple wearer trials to ensure all garments provided were comfortable and practical.

The uniform contract involves each employee kitted out with a variety of layered clothing items for multi-seasonal use ranging from polo shirts, quarter zip tops, trousers, softshell gilets and jackets for the main uniform and sweat-wicking polo shirts and caps for summer wear. Layered items supplied include long and short-sleeved thermal tops, thermal trousers, coveralls and beanie hats.

The contract also includes the provision of footwear, hi-vis jackets and safety accessories including helmets and gloves.

The full uniform manufacture and delivery timescale has taken just three weeks. The entire project including research, scoping and design has been ongoing for 11 months.

Having worked with some of the biggest brands in the world, ranging from the BBC and Tik Tok to Premier League football clubs including Crystal Palace and Brentford FC, the branding specialists have a proven record of working successfully in the corporate and retail industries previously providing uniforms for retailers such as the Midcounties Co-op.

Infinity Inc founder and CEO, Darren Cohen, said: “Following previous success at the Trafford Centre, working with another successful Savills destination is great for our ongoing relationship and the scale of the Liverpool ONE contract aligns perfectly with our strengths as a uniform supplier.

“Our ability to source the variety of garments needed, brand in-house to meet their timeframes and quantities and manage their stock and reordering simply with a LINK site, creates the basis for a simplified uniform solution for the Liverpool ONE team. Our innovative ordering system, LINK,  has been one of the main drivers behind our success with Savills and we’re excited to see them gain great service and value from the system across their multiple sites.”

To further elevate the uniform launch, each employee’s new uniform will be packed into a branded presentation box. Inside will be a QR code for colleagues to scan, taking them to a webpage that tells them more about their uniform such as garment features plus technical information about the fabrics and branding techniques used.

Added Darren: “Providing uniforms for Savills colleagues ensures they are properly equipped to complete their duties as well as comfortable. The job entails indoor and outdoor activity so it is essential that colleagues’ uniforms are flexible for all seasons, which we have achieved with this new range. The team also interacts with a high volume of visitors, so branded workwear makes them look smart, professional and easily identifiable.”

Jen Davies, operations director at Liverpool ONE, said: “While choosing a uniform supplier for the Liverpool ONE team we were delighted by Infinity Inc’s positive attitude towards sustainability, along with the great initiative they showed while supporting us through the process to supply new uniforms across multiple departments.

“To complement a new team structure, we wanted our team members to feel comfortable and proud when wearing the Liverpool ONE uniform and ensure inclusivity across our teams. Our uniform provision required improvement and Infinity Inc’s online ordering portal fits seamlessly into our working practices.”

Branding, Tradesmen

Building Trust Brick by Brick: The Importance of Local Tradespeople

In an industry where trust is valued, the choice of a tradesperson to invite into our homes becomes more than just a matter of skill; it’s about reliability, communication, and a personal touch. According to recent data from Clothes2order, a staggering 93% of Brits prefer to hire independent and local tradespeople. This preference highlights the significance of community connections and personalised service in the realm of home services. Let’s delve deeper into why local tradespeople hold such sway and how they build trust brick by brick.

The Heart of the Community: Local Tradespeople

Tradespeople form the backbone of our communities. Whether it’s building a home, fixing some leaky plumbing, rewiring a room, or landscaping a garden, their work shapes the spaces where we live our lives. Yet, amidst the many tradespeople available, why do so many of us opt for local, independent contractors over larger firms?

The Trust Factor

The findings from this survey echo a sentiment ingrained in many of us: trust is paramount. When inviting someone into our homes to work on projects big or small, we seek assurance beyond mere competence. We want reliability, accountability, and a personal connection. Local tradespeople often embody these qualities, forming trust through their proximity and familiarity.

The Qualities That Matter Most Revealed

Skill and Attention to Detail

Unsurprisingly, a high skill level coupled with attention to detail emerged as the top priority for 79% of participants surveyed. In the realm of home services, proficiency is non-negotiable. From precision plumbing to flawless carpentry, customers expect nothing short of excellence.

Reliability

Close on the heels of skill is reliability, cited by 75% of respondents as a crucial trait in a tradesperson. Timely arrivals, adherence to deadlines, and consistent quality of work are the cornerstones upon which trust is built.

Communication and Transparency

Effective communication emerged as another key determinant of customer satisfaction, with 59% of participants valuing regular updates throughout the project. Clear and transparent communication fosters understanding, mitigates misunderstandings, and instils confidence in the client-tradesperson relationship.

Respect and Professionalism

Beyond technical prowess, participants also emphasised the importance of respect for property and tidiness, albeit to a lesser extent (24%). A tradesperson’s demeanour, appearance, and conduct speak volumes about their professionalism and commitment to delivering a superior customer experience.

The Role of Personalised Workwear in Building Trust

In the realm of service-based industries, first impressions count. Uniforms or personalised workwear not only project a professional image but also serve as potent brand ambassadors. Here’s why investing in customised attire can pay dividends in building brand awareness and forming trust:

Brand Recognition

Consistent branding, including uniforms with a logo, helps tradespeople stand out in a crowded marketplace. Customers are more likely to remember and recommend businesses with a strong visual identity, thereby amplifying brand visibility and recognition within the community.

Professionalism and Credibility

A smart, uniform appearance instils confidence and reassurance in customers, signalling professionalism, reliability, and attention to detail. Personalised workwear communicates a commitment to quality and consistency, elevating the perception of the tradesperson’s expertise and credibility.

Navigating Red Flags: Pitfalls to Avoid

While the majority of tradespeople uphold high standards of professionalism and integrity, occasional lapses can erode trust and tarnish reputations. Here are some common red flags highlighted by participants in their dealings with tradespeople:

Hidden Fees and Pricing Changes

Ambiguity surrounding costs or unexpected price hikes can sour the customer experience and breed mistrust. Transparent pricing and upfront communication are essential in fostering transparency and preserving customer confidence.

Communication Breakdowns

Poor communication, whether in the form of unreturned calls, vague project timelines, or lack of updates, can leave clients feeling frustrated and uninformed. Open channels of communication and proactive engagement are vital in nurturing positive client-tradesperson relationships.

Delays and Disruptions

Unforeseen delays or disruptions to work schedules can inconvenience clients and undermine trust in the tradesperson’s reliability and professionalism. While some delays may be unavoidable, clear communication and proactive problem-solving can help mitigate their impact and preserve goodwill.

Cleanliness and Respect for Property

Leaving a mess behind or showing disregard for the client’s property reflects poorly on the tradesperson’s professionalism and attention to detail. Respect for the client’s home, coupled with a commitment to cleanliness and tidiness, is paramount in delivering a positive customer experience.

As consumers, we gravitate towards tradespeople who not only possess the requisite skills but also embody the values of trust, reliability, and professionalism. By prioritising these qualities and investing in personalised workwear that reflects their brand identity, local tradespeople can forge stronger connections with their clients, enhance brand visibility, and lay the foundation for lasting success in their communities.