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lies in its ability to create an emotional response and influence purchasing decisions, therefore, building perceived value. Every organization creates an impression — its Brand. Brands are chosen not only for rational reasons (usually the 4 P's), but also for emotional ones. In fact, when it comes to brands, emotional reasons usually drive a large portion of the purchase decision. People want to be part of a success, part of a legacy, and part of a winner. They want to be identified with the winners. The same is true for B2B branding; you rarely want to be associated with a company that projects a position of being last in their field. In B2B branding, the emotional influence is less important and the value differentials are more so. You can be equal to the competition but strong in loyalty and/ or price point. Even with a solid customer base, you must continue to project the values that engage your clientele. Yet, no matter who your audience, the
message must always pass the same test and be measured against the same
principles of branding — Consistency, Clarity, Constantly: the
Three "Cs" of branding. |
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