The global business-to-business (B2B) landscape is brimming with opportunities but the competition is fierce. For Nepali companies with international aspirations, building a powerful brand is the key to unlocking a new level of success in this competitive scene. Strong B2B branding builds trust, fosters loyalty, enables people to distinguish their brands as memorable from the forgettable, and differentiates them from competitors offering similar products and services. Marketers are now looking beyond the conventional view of advertisements, logos and graphics, positioning themselves at the centre of the business to amplify its value and help customers develop a stronger connection with the brand and the people behind it.

B2B branding can help firms get recognised, and increase their business value, but it can also have the opposite effect if it is not done properly. Although long established in western markets, B2B branding is gaining traction across Asian markets lately. Asian companies are building global credibility through well-defined branding and strategic partnerships.

The Power of B2B Branding

According to Boston Consulting Group, companies with strong branding “show a 74% higher return on their brand marketing investment, and hold a 46% larger market share than weaker brands.” Viewing a brand as more than just colour palettes and logos will help businesses expand into international markets, influence consumer behaviour, inspire employees and build customer trust. Here are some B2B Branding examples influencing and engaging audiences with captivating brand stories:

● Drift is an AI-powered conversational marketing and buyer engagement platform. As a brand, they have understood that having a quality product alone is not enough, it is how you brand it. So, they began looking at things a little differently and approached branding as a way to put perceptions first, and products second. Instead of focusing solely on return on investment (ROI) and leads, they focus on providing a second-screen experience through audio podcasts to offer an inside look.

● Mailchimp is a marketing automation and email marketing platform. Mailchimp is a big personality with animations and bright colours across almost all of the brand’s marketing/branding assets. The company started playing with the idea of using brand imagery and eye-catching visuals to attract new business with the help of social media. They embraced their community and connected directly with businesses and customers of those businesses.

● Slack is a communication platform for businesses that connects people to the information they need. Slack positioned itself as adopting a very open way of communication with a view that it shouldn’t be stuck in your typical corporate speech. The company has understood that its platform is used by various people within a single business. So, it has taken an inviting approach emphasising language as an important tool for branding and leveraging their products in branding efforts.

Building a Global B2B Brand

A report in Harvard Business Review states that 80% of buyers already have vendors in mind before they even start looking for a solution. With multiple B2B brands contending for buyers’ attention, cutting through the noise to reach the buyer and stand out is a challenge. However, building a strong B2B brand involves strategies that craft a presence and identity that resonates and captivates your audience.

People need to analyse their current brand presence, from visual identity to market perception, to ensure a cohesive and impactful brand image. They should craft a compelling brand story and key messaging that reflect the personality of their brands and engage their audience with a cohesive and memorable brand experience. They also need to develop a strategic plan that showcases their value proposition and helps them strategically position their brand in the market, ensuring it stands out from the competition.

Real-World Examples: Global B2B Branding in Action

ASEAN businesses are now capitalising on the marketing and branding practices of western markets. They are now humanising their brand and making their products more relatable and understandable to international prospects. Asian brands are now engaging more with customers to foster deeper relationships and loyalty, and enhance the effectiveness of their marketing efforts in the crowded western digital landscape.

Here are some examples of Asian businesses successfully branding themselves internationally:

● AntWorks, a Singapore-based Integrated Automation Platform (IAP) company, practised a branding strategy focused on growing its social media community in western markets by engaging with C-level executives from a diverse range of industries.

● Dorik, an AI-enabled web development and hosting platform in Bangladesh, successfully branded itself to US and European markets leveraging social media and facilitating open communication on brand vision directly from the founders.

● ST Engineering, a cybersecurity firm in Singapore branded itself to US and Middle-East markets by building a close relationship with decision makers, educating them, and generating leads through an omnichannel strategy.

Taking Nepali B2B Brands Global

The number of IT and software as a service (SaaS) businesses is growing in Nepal at a staggering rate. With strategic B2B marketing and branding, these companies can well-position themselves in the international market. To take Nepali brands global, promoters can create content such as case studies from their global and local partnerships, whitepapers, and e-books to educate their audience and build a community. They should let their audience consume their brand through relevant touchpoints such as social media, podcasts and video platforms. Likewise, they need to align their brands with western cultural considerations and leverage local experts to foster trust and loyalty from the audience. Nepali businesses need continuous monitoring and adaptation of branding and marketing strategies to keep up with market trends and evolving customer needs.

For example, Indonesian B2B businesses have found brand differentiation, social media use and customer experience effective in building strong brands and increasing brand awareness. Similarly, a Nepali business aiming to enhance its branding on a larger scale can start with thorough market research to understand the nuances of international markets. This helps the business become aware of customer preferences and establish its brand identity in the competitive landscape. Additionally, one can focus on the uniqueness of the product and services such as scalability, cost-effectiveness, inclusive product design and more.

Conclusion

Going global can help B2B businesses become more resilient to changes in the domestic economy, improve brand visibility and identity, and increase sales. As per industry experts, who participated in the SMEs Summit organised recently by the Federation of Nepalese Chambers of Commerce and Industry (FNCCI), the lack of investment in proper branding and marketing is hindering the ability of Nepali businesses to make an impact in the international market. Now is the time for Nepali companies to take their branding seriously and make it resonate globally. Good branding of business ensures that one remains relevant and creates demand in a world of constant disruption and change. Remember: Your brand is your voice on the international stage. Make it resonate, make it memorable, and watch your Nepali B2B brand take flight.

(Munankami is Marketing and Business Development Representative at Korifi B2B)

(The opinion article was published on the August issue of the  New Business Age magazine .)