Why B2B Branding Works – And Why It’s More Important Than Ever
If you buy the wrong brand of peanut butter, you can always buy another brand when you finish the jar. The wrong trio of underwear, you might be out $14.99, but buy the wrong computer software or hardware solution for your business and you have a major problem. Brands matter in the B2B world, sometimes more than B2C. A strong brand means the perception of reduced risk and makes doing business — whatever the business — easier. As with B2C, buyers of B2B products value vendors’ reputation because it makes the purchase decision safer.
In fact, a Forbes survey found that B-to-B purchasing decision-makers consider the brand as a central rather than a marginal element of a supplier’s value proposition. Their survey found that decision-makers say the brand is almost as important as the efforts of sales teams in encouraging them to make out a purchase order.