Why ‘Brand’ Has Increased In Importance For B2B Organizations
If you are a leader in an organization that provides goods, services or technologies to other organizations (a business-to-business company), you may very well be thinking:
“We’re not a brand! We sell to brands!”
In part, true. Products and services are developed in a company or facility. Brands, on the other hand, are built out of trust and relationships. And for as long as humans still make purchasing decisions, the power of brand heavily influences buying decisions, whether they are made in a living room or conference room. The line between home and business life has been forever blurred. It no longer matters where and when purchasing decisions occur. They just do, and regardless of the nature of the purchase – business or personal – they are always driven by emotion first and then rationalized second.
When a B2B organization positions itself as a brand, it establishes the ability to more readily form strong, lasting and emotional relationships with its audiences. This sets the stage for higher margins, longer-term clients, sustainable growth (in all business cycles), happier employees and stakeholders, and an overall great reputation as an industry leader. Your organization, by virtue of its existence, is a brand.