Creating strong B2B brands
Products and technologies get outdated; but strong brands stand the test of time. Strong B2B brands outperform weak brands, and marketing efforts of such brands are more effective. Professional buyer values the vendor’s good brand and reputation as it reduces risks and simplifies the evaluation process of products and services. Decision makers are willing to pay premium for the established brands because they make their life easier in the long term. Brands actually have an even greater effect in the purchasing decision than sales efforts have.
Building a strong brand that creates trust and understanding and combining it with a great customer experience is the recipe for long term success.
Trust and awareness of B2B brands increase through building multifaceted thought leadership. The most effective B2B marketing utilize communication activities to profile the company and its products in a distinctive way. People seldom form emotional connection with products or companies – they are loyal to the brands they identify with. Building trust towards the vendor´s capabilities can be built with communications that evokes emotions and offers help in the decision maker’s unique situation.