Does B2B Branding Matter?

Recently there has been a debate raging as to whether B2B branding is relevant. Some even state that micro-brands and one-to-one communication make brands unimportant.

The general idea behind this thought is that B2B communications can be so well targeted that you don't need to rely on the strength of the brand to make purchase decisions. A company can rely on the merits of the message alone.

The Value of a Strong B2B Brand

One could argue that, because of this situation, brands matter more now than ever before. The overwhelming nature of micro-communication and hyper-targeted content make it increasingly difficult to evaluate messages on their own merit. Shorthand communications like brands are essential to filtering and examining the content. Every hyper-targeted message should be couched within the context of a larger brand to add credibility and eliminate many of the immediate communication barriers between seller and buyer.

In this way, brands can stand in for whole conversations that don't have to happen anymore. Why communicate your brand promise with every marketing communication? Your brand is always working for you.

Good for the Seller, Good for the Buyer

Based on this information, having a strong B2B brand assists the sales force by paving the way for sales communication. The buyer is warmed up to sales messages when they are familiar with the brand and have a positive opinion of it.

Additionally, a strong brand can produce greater profits. Products and services in the B2B world have more of a tendency to sell themselves when the brand is strong, recognized, and widely trusted. The key contributor to this is the fact that there is very little justification needed for the buyer when others in the company trust the brand. Buyers are less inclined to stick their neck out and sell their company on an unproven vendor.

Another benefit to the B2B buyer is that it takes a lot of responsibility off their shoulders. They don't have the time or attention to constantly re-learn who you are. Shorter, more direct communication is always better. Good branding makes that possible.