B2B brand development

Adience is an expert in B2B brand development research, whether the goal is to develop a new or existing brand, or to identify the optimum brand architecture for multiple brands. Through a program of research
we will:


Probe the conscious and subconscious to reveal the target audience’s brand perceptions and sentiment


Identify the ideal brand positioning or architecture


Explore whether any customer segments which differ from the norm and why (e.g. are SMBs’ attitudes different from enterprises’ attitudes?)

We will use these insights to develop clear recommendations about the optimum B2B brand positioning or architecture, and map out the journey needed to reach it.

The team behind Adience has extensive experience of supporting the development of dozens of global business-to-business (B2B) brands. We couple this with a deep understanding of B2B branding and a suite of smart research tools and methods.

Our extensive experience has given us a deep understanding of the dynamics of branding in B2B markets, which guides (but never constrains) our approach:


Companies don’t own their brand. That’s because it lives in a customer’s mind – it’s the sum of all their perceptions about a company. These brand perceptions are both conscious and subconscious, and both are difficult to articulate accurately. This means that to effectively develop a brand you need to use smart tools to uncover the target audience’s true perceptions


When identifying the optimum brand positioning, it is essential to ensure that it can be lived day-to-day by the organization. That’s because if a brand’s communications say one thing, but a customer experiences something completely different when interacting with the brand’s representatives, there can be a disconnect that generates mistrust. Therefore any brand development study has to include some research of internal stakeholders, to identify their internal perceptions of the current brand


Brand perceptions can influence purchase decisions. This means that, in identifying the ideal brand positioning, organizations need to ensure that it will translate into higher levels of consideration, preference and advocacy. The research therefore needs to include questions to validate that a brand positioning or architecture will be successful

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