Helping an iconic Australian retailer connect with businesses to make the right technology decisions

Challenge

From its humble beginnings in Melbourne in 1974, JB Hi-Fi has grown to become a business synonymous with consumer electronics and home appliances on Australian high streets.

Despite its success in the consumer market, JB Hi-Fi Business had struggled to establish a strong presence in the B2B market due to a disjointed brand strategy and low brand awareness. As a result, business customers were likely to transact with JB Hi-Fi as consumers, rather than seeking out the company’s B2B solutions.

Green Hat was appointed to reinvigorate JB Hi-Fi’s B2B brand and proposition, with the goal of making it more appealing to Australian businesses and schools.

Solution

We recognised that the same decision makers who walk into JB Hi-Fi stores to make consumer electronic purchases were also responsible for technology decisions within SMB and Enterprise organisations.

Leveraging the credibility of the JB Hi-Fi brand in the tech and electronics market, we developed two new B2B sub-brands: JB Hi-Fi Business and JB Hi-Fi Education.

The solution was articulated in a clear:

Brand Promise:

“We help our customers make the right technology decisions.”

Value Message:

“More products, people, places to buy and competitive prices ensure we have what you need when you need it: to make the right technology decisions.”

Straplines:

JB Hi-Fi Business “More for Business.”

JB Hi-Fi Education “More for Education.”

The new brand architecture was the result of internal stakeholder and external customer interviews, desk research, mystery shopping, and internal workshops. This research helped Green Hat understand the specific pain points and needs of B2B technology customers in Australia, and how JB Hi-Fi could address them.

Results

Green Hat helped JB Hi-Fi evolve its retail proposition to develop a grown-up brand and proposition for B2B businesses in Australia.

We developed and launched JB Hi-Fi Business and JB Hi-Fi Education brands with a new visual identity, content, and executions that specifically targeted B2B businesses in Australia. This included CVP/messaging, clarity on proposition and competitive difference, brand strategy and manifesto, brand guidelines, brand assets and new websites for JB Hi-Fi Business and JB Hi-Fi Education.

The visual identity demonstrates how JB Hi-Fi brings guidance and expertise, acting as the connector between customers’ needs and the latest technology choices, helping them make the right technology decisions.

Green Hat - Integrated B2B Marketing Agency