There’s nothing more rational than the Business-To-Business sector.
B2B companies apply reason to solve real-world problems. Their customers evaluate their offerings rationally. B2B CEOs scientifically apply engineering and economic principles to create perfectly rational organisations. All it takes for B2B success is to simply follow the science and the numbers. Except it’s not like that at all – behind every business are people, and people are influenced by emotion.
As brand builders we find many B2B leaders underestimate the power of the humanities in supporting business growth.
This is rational. What, for example, would a business that makes industrial bearings do with art, storytelling and culture?
But a rational examination of the benefits of B2B branding reveals what can be gained by engaging audiences in a way that touches our emotional side.
Research reveals hidden potential in B2B branding
A worldwide survey in 2021 quizzed leaders at 330 large B2B companies in seven industries + in-depth interviews with 25 executives. The survey focused on the impact of brand investment on marketing:
B2B leaders embrace brand building
Look at the websites of B2B sector leaders. You rarely find brand neglect there. Is that why they lead? Or is effective branding just something that leaders do?
It’s an interesting question, but really it doesn’t matter. What does matter is to make effective decisions on your brand building initiatives.
How can you know if and when branding is an appropriate tool to build your business? And if so, how can you approach it?
B2B communications is really H2H (human to human) and requires a deep understanding of audiences
Six tips for rational B2B brand building
What experience has taught us
These tips and observations come from guiding many B2B brand building projects:
Having internalised all that, if you find yourself getting frustrated about your B2B brand building, you are entitled to get emotional – but only in a rational way.