A B2B branding study found that strong brands excel in strategy, consistency and delivery, and successfully generate impact across B2B stakeholders groups such as employees, B2B customers, end customers, suppliers, etc. But what makes a brand strong in the eyes of its customers?
To customers a strong brand:
- Cares about honest and open dialogue with its customers and with society
- Acts responsibly across the supply chain
- Has a high level of specialist expertise
- Fits in well with the customer’s values and beliefs
- Is a leader in its field
However, the same study found that B2B company’s believe a strong brand:
- Is a driver of innovation
- Role model’s corporate responsibility in its products and services
- Shapes the direction of the market
- Has a global reach
- Promotes diversity and equal opportunity
Based on these results, there is a huge disconnect between the qualities that B2B customers and B2B companies believe constitute a strong brand. This disconnect could be the reason why only 20 out of the top 100 strongest world brands are B2B. The take away from this information is that B2B marketers must understand the value of creating an emotional connection with their brand.
What qualities do you think create a strong brand?
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