Case Study

JB Hi-Fi Business

Helping an iconic retailer offer ‘More for Business’

Services

Brand

Strategy

Creative & Content

Web Development

JB Hi-Fi is Australia’s largest seller of consumer electronics and office technology products, and one of the country’s most valuable brands.

Many of us would struggle to walk past JB Hi-Fi’s classic black and yellow frontage without stopping for a browse. It’s an iconic retailer whose brand is deeply embedded in the consumer psyche.

But therein lay the problem. Business customers were purchasing as consumers, not as buyers of B2B solutions. JB Hi-Fi not only struggled with visibility over these customers, but also lacked a clear positioning and value proposition for the business buyer.

We were appointed to rethink JB Hi-Fi’s B2B brand and proposition with a focus on businesses and schools.

We conducted extensive research, workshops and interviews to understand the business and its B2B positioning problem.
The key insight: SMB businesses and schools often did not have up-to-date technology knowledge and wanted a supplier that could help them make the ‘right technology decision’ everytime.
So, we developed a new brand architecture and two sub-brands: JB Hi-Fi Business and JB Hi-Fi Education. Both centred around a brand promise, “We help our customers make the right technology decisions.”

Our work on JB Hi-Fi’s B2B offering is reflected in the strapline we created, “More for Business”.

We gave JB Hi-Fi Business and JB Hi-Fi Education a new brand strategy, visual identity, core value proposition, brand guidelines, brand assets and new websites. More importantly, it positioned the retailer as a connector of customer needs with the right technology for their business.