Emotion. Defined as a natural state of mind derived from one’s circumstances, mood, or relationship with another. Something commonly associated with B2C brands but hardly so with B2B brands. Why is that?
The likes of Coke, Nike, and every other over-used B2C reference point are all big on emotion. Taste the feeling, Just do it, Think different, I will – all lines from B2C brands driving at an audience mindset. Breaking apart what pushes someone on an emotional level and engages them with a brand.
At Mechanica, we believe that every brand needs to be both rational and emotional no matter its market. That it is an additive relationship, not one side or the other, and not necessarily a 50/50 split – but at least some part rational and some part emotional. Because at the end of the day, every decision is made for both rational and emotional reasons.
To keep the references going, someone is just as likely to buy a Coke for an emotional connection as they are because of the tried and true taste that never changes. They’ll also buy Nikes because they’re known for making consistently good shoes, because they prefer iOS, and because Under Armour wicks away the moisture on a hot day the best. All rational drivers.
B2B marketers and branders sometimes forget that first and foremost, we’re all humans. Bits per second, track record, financial stability, and the like are all great reasons for ultimately choosing a brand, but frequently getting into the consideration set is about showing an understanding of the audience mindset.
Take back the network, Arm your endpoints, Gain control, Build smart – statements from B2B brands that understand there is more to their brand than just the literal and rational products and services they deliver. Empowerment to reclaim your IT infrastructure, confidence to defend your business’ machines, hunger to get your devices and people on the same page, permission to build differently. These brand platforms, what we call Governing Brand Ideas (GBIs), say to the audience, “we understand your challenges, we are ready to help you,” and still communicate a level of market specificity that emotion-skeptic marketers believe is essential.
While touting great download speeds, network reliability, and fast printing output facts & figures are all solid decision-making criteria, and great support for an emotional claim, they’re not the only way you’ll open the door to a sale. So until SkyNet takes over start striking a limbic cord.