I’m a lover of everything brand. Branding is essential in the marketing of all products and services, including B2B purchases. The buying decisions made within corporations are still done by people. Buyers not only respond and are influenced by the emotive qualities (imagery) of branding, but also by the “brand proposition” or the unique, relevant messaging conveyed by marketers. Business people buy the brands they trust.
The brand platform forms the basis of how a brand is perceived and guides the consistent use of the branding message throughout all communication vehicles, including the website, PR, and advertising. The companies that excel at branding are able to develop a loyal “brand community.”