Developing a strong brand is an essential part of building value. Your brand is the most outward-facing, recognizable element of your company, and in the end, that is what people respond to. Of course, a good product is the building block of a good brand, but the brand itself is what conveys trustworthiness and quality.
However, according to an article in The Economist, research shows that decision-makers feel that brand is a central element of the seller’s value proposition. B2B products, do not elicit the same kind of emotional connection that consumer product do—but a strong brand can nonetheless facilitate access to prospects and speed up the sales cycle by clarifying benefits and reducing perceived risks.
Needless to say, brand strategy is something to take seriously. Chief Outsiders offers a look into how to make your brand as strong as possible:
The goal for a brand strategy is to have your brand reflect quality, which in turn will help convince more customers to buy from you. But that’s no easy task—your message needs to deeply resonate with your target buyers. By truly understanding the markets you wish to enter or lead, you will be able to clearly articulate the value your product provides in a context to which your targets can personally relate—winning you more loyalty and more deals.