5 Reasons Your B2B Needs A Brand
Does Every Size Company Need A Brand?
Recently, the CEO of a growth-stage cleantech company told me branding and marketing wasn’t something his company needed to do because their niche was so small that they already had relationships with most of the companies in their industry. “Decisions get made on price and engineering,” he said. “Nothing else matters.”
Politely, I demurred and asked him, “Did any of your competitors go to school with these engineers? Are any of these engineers somebody’s brother-in-law? Did they work on a previous project together at another company?”
Grudging silence.
I don’t mean to single out this particular CEO for looking at a situation the way most scientists and engineers look at solving a problem. These are analytical people, and without them, humanity wouldn’t have experienced the progress it has seen. But the reality is, businesses are made up of people, and people have biases when it comes to decisions about who to buy and sell from.
Creative Storytelling Overcomes Rational Decision Making
A brand is a story; a story about your business. Your customers either buy into that story, or they won’t buy into it based on their environment, their experience, and their…
