Brands influence what customers think and feel—how they see themselves and their roles in the world. Brands compel the behavior and actions of customers. Brands that influence and compel command a premium price. They have sustainable advantages over competing brands, creating barriers for new entrants and discouraging the development of disruptive technologies.
Leading B2B brands influence purchasing decisions with product-related attributes and compel purchasing decisions with non-product-related attributes.
Product related attributes influence brand-choice because they describe the physical composition and ingredients required for a product to perform its necessary functions. These attributes are communicated to the business customer with statistics, product features, and performance metrics. Conducting quantitative research with current customers is required to best understand which product attributes are influencing purchasing decisions.
Non-product-related attributes compel brand-choice because they describe price and usage imagery. These attributes are communicated to the business customer through purchasing options and a description of where and under what circumstances the product is to be used. Conducting qualitative research with current customers is required to best understand which non-product-related attributes are compelling purchasing decisions.
Recommendations as to how to build a stronger, favorable brand come from an analysis of the observations and findings of both the quantitative product-related research and qualitative non-product-related research.
Branding, Content & Messaging
August 15, 2017