How to create B2B brand attachment that leads to sustained business growth

Nick Gold 14 March 2022

Brand attachment is vital for business success — but it’s not always easy to achieve. It’s about more than collecting repeat customers, or getting people to commit to longer contracts. Instead, customer loyalty should happen naturally as a result of brand attachment. 

Becoming a trusted enterprise doesn’t happen overnight. For B2B brands, long sales cycles and multiple decision makers are often the norm — so it can take even longer to cultivate brand attachment. B2B marketing is also typically more corporate and impersonal than B2C marketing, making it more difficult to build up personal relationships with clients through marketing online.

But brand attachment is the key to long-term business success. So how can B2B companies create brand attachment that leads to sustained business growth? 

Why is brand attachment important?

Brand attachment is a sense of belonging. It happens when people garner enough trust and faith in a business that they’ll always choose you — even if there’s a more affordable or popular choice out there.

For B2B brands, brand attachment is all about establishing trusted partnerships. Instead of creating a distant, transactional relationship, you move towards a strategic relationship that has advantages for both you and your clients.

Strategic relationships allow you to have deeper, more meaningful conversations with clients. Instead of focusing on short-term gains — like new feature uptake or limited-time discounts — you can turn the conversation to your client’s medium- and long-term future. By finding genuine ways to help them achieve their broader business goals, you’ll become an invaluable part of their growth strategy.

What you need to be doing in order to build brand attachment

Strategic relationships don’t develop overnight. That’s why time is the most valuable thing you have when you’re trying to build brand attachment.

This is especially true when you’re dealing with multiple decision makers. High-value products and services often need buy-in from a series of people. Even if you win over one or two of them in your first conversation, you’ll probably need to put in a lot more work to become a trusted partner across the entire team.

Active listening is important. All businesses have their own objectives and achievements they want to highlight — but you need to determine if this is the best way to build trust with your customers. In many cases, your marketing strategy suits your purpose, but it doesn’t mean much to your clients.

Businesses trust partners who listen and respond to their needs. Ask your leads and customers how you can help them, and actively listen to their responses. Then use this information to deliver better service throughout the entire customer journey. This can eventually lead to serious discussions about how you can play a meaningful part in their medium- and long-term strategy.

The importance of the individual in B2B marketing

Considering a partnership as literally business-to-business simplifies the relationship too much. Instead, it’s important to reframe it as a relationship based on individual needs, cares, and objectives. From there, you can find common ground and build a personal bond which forms the foundation of your strategic business partnership.

This is difficult to deliver, especially when sales cycles are long. But treating your clients as individuals is key to cultivating a genuine relationship with them that brings benefits to both your businesses.

Can small businesses build brand attachment?

You don’t need a huge marketing budget to build brand attachment. There are actually some advantages to being a small business when it comes to creating customer loyalty.

The fintech industry illustrates the difference between big and small businesses. Big banks see small fintech companies with modern, non-corporate cultures, and they want a piece of the action — so they buy the company. But as the big bank integrates the startup into its existing business and standardises it, the startup loses its drive and personality. As a result, the big bank loses almost everything they hoped to gain from buying the startup in the first place.

This shows how important brand personality can be. Without it, you become the same as every other company in your industry. Cultivating an authentic, compelling brand identity takes time and input from you and your staff — but when you have a team that embodies your values, you’ll begin to reap huge rewards in brand attachment. Your team can help you build genuine, long-lasting relationships with your clients.

Investing in brand attachment

Giving your team the time and resources they need to build relationships is the best way to create strategic partnerships. Your staff should live and breathe your values, so clients know what to expect when they work with you — and can trust that you’ll deliver the results they need.

Brand attachment takes time, but once you’ve invested in the right strategy, you can build strong, authentic partnerships that enable both you and your clients to grow.

For further information or to book a marketing or brand keynote speaker, call us on +44 (0)20 7607 7070 or email  info@speakerscorner.co.uk .

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