Desiree Almodovar Publications

“We need a new brand.” It’s one of the most common inquiries we get from potential clients. And as we start unpacking what a client actually needs, we hear the same three things frequently referenced as a stand in for a brand: a logo, a tagline, and a name. While these are all parts of a brand, they’re not the most important parts of a brand. A brand identity is the foundation for the entire customer experience. It captures your vision and unique value, guides all of your customer interactions, and inspires your marketing efforts. A good brand will influence everything: what you say on your website, where you advertise, what your packaging looks like, even how you treat and train your employees.

With their explosive growth during the stay-at-home portions of the pandemic, direct-to-consumer (DTC) businesses are getting all the attention. But there’s another business model that’s quietly shaking up industries from healthcare to hospitality: B2B2C The acronym is a mouthful, but the idea is pretty simple: a business that serves consumers, but does so through other businesses. Lots of successful tech startups follow this model: OpenTable, which helps diners reserve tables at popular restaurants, and Airbnb, which helps travelers book short-term stays at the homes of entrepreneurial homeowners, are two examples. In both of these cases, the B2B2C company is selling two different experiences to two different audiences: one to customers and one to businesses. And to succeed, both experiences must be exceptional.