B2B Brand Strategy Consulting: Positioning and Rebranding

There are a few clear signals: customers see you differently from how you want to be seen, your visuals look dated next to your industry, people inside the company describe the brand in different ways, or the business has changed and the brand hasn’t. If two or more apply, it’s worth a serious look.

Further reading: When is the right time to rebrand?

Yes, possibly more than B2C companies. B2B sales cycles are long and buying decisions are complex, and a strong brand builds trust and shortens the conversation. When products look similar, the brand is what makes a customer pick you over a competitor. For B2B companies going into international markets, a brand is a basic requirement.

A full project usually takes 2 to 3 months, from brand diagnosis and market analysis to strategy and core messages. A rebrand that includes corporate identity design takes about 5 to 6 months. If you have a hard deadline, such as an IPO or a product launch, we can adjust the pace. A strategy still needs enough time to be tested properly, so it holds up as the company grows.

Yes. Not every company needs to start from scratch. If your positioning is already clear and you want to sort out your messaging or run a brand health check, we’ll scope the work to what you need. The smallest scope, positioning and core messages, starts at about NT$200,000 (about US$6,500).

Branding works more slowly than advertising, and its effects build over time. In the first 3 to 6 months, look for better brand awareness and more consistent communication from your own people. Over the longer term, look at conversion rates, customer loyalty and revenue growth.

When positioning is unclear and messages don’t match, customers don’t remember you, so communication costs go up and conversion goes down. Our job is to clarify what your brand stands for and what sets it apart, then make your language and visuals match. Customers then understand faster who you are and why you’re worth choosing, and they trust you sooner.

Brand strategy describes the company as a whole, so that every department tells the same story. It’s the long-term foundation. Marketing strategy is how you promote the company and reach customers, the short-term tactics. You need both working together.

A logo refresh updates how the brand looks. Rebranding revisits positioning and messaging, and sometimes the name or brand architecture, and the visual identity then follows from those decisions. We start with a brand diagnosis, which tells you whether a visual refresh is enough or whether positioning needs work first.

Further reading: How should a tech company rebrand?

Brand archetypes are 12 characters that recur in myths and stories, such as the Sage, the Hero, the Caregiver and the Creator. Once a brand chooses a main character, it communicates the way that character would. B2B buyers are mostly engineers and purchasing managers, so we turn the character into concrete rules about what to say and what not to say, and show them using your own catalog and presentation copy. DIGITIMES started from the Sage as its brand character.

It depends on the scope. In our recent B2B projects, positioning and core messages start at about NT$200,000 (about US$6,500), a full brand strategy at about NT$700,000 (US$22,000), and a rebrand that includes CIS at about NT$800,000 (US$26,000). All prices are before tax.

One project contact, plus your management team at a few key meetings: the brand interviews, the strategy workshop and the strategy presentation. We handle the customer and distributor interviews, research and competitor analysis.

Yes. Richard runs the management interviews and the strategy workshop and reviews every strategy document. Our team does the research, competitor analysis and document production.