In the past, branding was considered extremely important for B2C businesses, but largely irrelevant for B2B businesses. However, those views have changed, and most people now understand that branding is every bit as important for B2C businesses as for B2C businesses.
B2B COMPANIES WITH
STRONG BRANDS OUTPERFORM
WEAK ONES BY 20%
B2B buyers are people, and people are emotional. People largely make decisions relying on their first impressions of stored memories, images and feelings. These emotions impact economic decision making. In one sense, brands inherently operate on an emotional level by stimulating that part of the brain that stores emotional reactions. By nurturing the right brand associations in your prospects’ minds, you can begin closing the sale before the selling has even started. Trust can be achieved by being the dominant player in your market, or by achieving thought leadership early in the buying cycle.
A STRONG B2B BRAND
- Ensures your brand stands out in its sector
- It gives clients a reason to choose your brand over competitors
- Creates customers with a predisposition towards your brand, and an increased willingness to try it
- Shortens the sales cycle
- Enables your brand to charge and sustain a price premium
- Enables your brand to build trust with its key stakeholders – customers, employees, shareholders, distributors, partners, intermediaries etc.
- Attracts and retains the best employee talent.
BE HEARD BE SEEN BE FOUND
TAKE CONTROL OF YOUR NEW BUSINESS PIPELINE
The path to purchase for B2B customers has never been as long nor as complex. Before a potential new client is ready to make a decision there’s a strong chance they’ve actually already made the decision!
With access to so much information online B2Bs have already researched the product/service they need, read the reviews, watched the videos, downloaded the whitepapers and sought the social proof. If during any of these touch points your business does not have a presence the chance of you being engaged is significantly decreased.
The great news is that once you understand the journey new clients are undertaking you can harness it and ensure you have control over your new business pipeline.
The same principles and techniques apply regardless of your industry; legal, accounting, finance, engineering, construction, management, procurement, recruitment, hospitality, they all follow the same principles just tailored to their industry and company.
GET IN TOUCH
If you’d like to discuss how marketing can impact your business, call Jon Sharp on 0407 750 700 or email firstname.lastname@example.org