In B2C perception is the reality. Truth comes a distant second because a purchase decision is largely emotional.  Consumers decide on a purchase as quickly as they bat their eye lids.

B2B branding is not about persuading consumers into making irrational purchase decisions. In consumer markets, branding is manifested in glitzy packaging, dramatic commercials, and soothing imageries. But in business markets, branding is manifested in solution offerings, success stories of customers, portfolio of white papers & case studies, value-driven network of strategic partners, performance-based awards & recognition and the likes. B2B marketers understand this and they creatively weave these tangible and intangible branding elements into marketing activities in a coherent and consistent manner that strikes a chord with the prospects.

There is a misconceived notion that consumers buy only with their hearts and businesses buy only with their heads. And business heads are interested only in price points. What do you think? Please read my earlier post : ‘Are Business Buyers Emotional?’ for my thoughts on the same.

awards and recognition b2c business buyers case studies packaging price points solution offerings strategic partners success stories white papers b2b