Category Archives: b2b

Attention, Aviation Brands: B2B Doesn’t Mean B2Boring

Attention, Aviation Brands: B2B Doesn’t Mean B2Boring | Haley Aerospace Marketing

For some reason, the term “B2B” seems to translate to “formal” for many marketers.

Instead of talking about their brand in conversational terms — terms we’d all use when talking to a friend, colleague or even our mom — B2B marketers often resort to stale, dry and just plain boring language when discussing their company.

It’s easy to understand why.

When you’re marketing toward corporate buyers (especially for high-dollar aviation brands and products), you automatically think you need to take on that “business” air — treating the relationship like a formal handshake and a written contract rather than a pat on the back and a hearty laugh.

But here’s the thing: In today’s world, people aren’t looking for another cold, sterile service provider. Not even with their doctors.

Social media has completely changed the game. Offering a level of transparency never seen in the marketing of years past, social platforms allow brands to become friends — trusted, helpful advisors — rather than PR people with a product to sell.

And now, customers expect that. More importantly, they want it.

So take a look at your B2B efforts. Are you taking the old-school cold and removed approach? Or are you really connecting with your target audience — B2B or not?

Make the Connection

B2B doesn’t have to mean boring. In fact, B2B marketing can be just as exciting and interesting as any brand out there, if not more so.

The key is remembering one simple thing: You’re marketing to a person.

Regardless of whether you work for a B2B or B2C brand, you’re trying to reach a single human just like yourself — someone with interests and goals and a sense a humor. They have families, they like sports teams, and they celebrate holidays just like you and me.

So forget labeling your marketing efforts as B2B or B2C. Instead, focus on getting to know your customer — their likes, their dislikes, their hurdles and their goals. Then, use these tips to resonate just a little bit more with your audience:

  • Hang out where they do — Are your customers big on LinkedIn? Join their groups. Do they love the Paris Air Show? Reserve a booth. Are they big fans of Aviation Week or some other publication? Secure yourself a spot. Show them you understand their niche, and show up where they do.
  • Do the opposite — See your competitors do something? Don’t try to do it better. Try to do it different. When comparing vendors or products, customers want to see marked differences — unique qualities that set them apart from one another. Tune into your customers’ needs and wants, and then try and figure out where your competitors are falling short on those.
  • Employ the best — Really want to take a different angle on your marketing? Then build a team that’s outside the box. Don’t hire just any old MBA to head up your marketing team; reach out to a social media maven who’s got 4 million followers and an eye for a great Instagram photo. Forget bringing in a 40-year veteran, and take a chance on someone with a fresh, outside take on the industry. Those people will be what set you apart in your sector.
  • Tell it like it is — Forget building up those typical walls between company and customer. Let them in. Make them feel a part of your brand by being transparent, honest and open. Give them behind the scenes looks at what you do, and welcome them into the fold more than your competitors do. It will encourage loyalty and get them excited about what you’re doing.
  • Get visual — You can do so much with graphics nowadays. Have lots of stats to share? Use a colorful infographic. Launching a new plane? Post amazing photos from the cockpit. Integrate quotes, images, filters, memes and even gifs to keep things visually interesting. And, most importantly, forget boring stock photos. Invest some resources into a pro — someone who can make you look as high-dollar as your products.

Though typically in the B2B sector, aviation brands don’t have to take the boring, old-school approach to marketing that keeps customers at arm’s length. Get excited about your brand and what you have to offer, show it online and in your marketing collateral, and your customers will follow suit.

Are you tired of boring approaches to marketing for aviation brands — and the boring returns that come along with it? Let Haley Aerospace diversify your strategy and put your brand in front of more valuable, qualified leads. Contact us today to get started.


Go Beyond B2B, Try P2P

Person-to-Person Marketing

The aviation and aerospace industries are largely B2B. With such technology and big-budget products on the line, most companies aren’t aiming at individual consumers; instead, they’re targeting large corporations, international firms and even government agencies.

But as important as recognizing this “B2B” aspect of your business is, too many people let that designation limit them. Rather than using B2B to guide their strategies and efforts, they use it as a fence – one that tells them not to go somewhere, do something or try something different. They stay in that safe “B2B” pen and never venture out ever again.

Here’s why this is a problem: Sure, there are B2B and B2C companies out there, and yes, they should take care to target their marketing and branding accordingly. But at the heart of it, there isn’t much of a difference in the two labels, is there? In fact, they have one very, very important thing in common.

With both, the end user – the one who’s making the decision to buy (either for themselves or their company) – is a PERSON.

And that’s the key. Whether you’re targeting the business of an individual or you want a company to buy your services, at the end of the day, you’re still marketing to a human. In the end, person-to-person marketing should be at the forefront of your mind when thinking about your organization and its offerings.

Person-to-Person Marketing

B2B doesn’t have to mean cold, sterile or impersonal. Just because someone is buying for a million-dollar company doesn’t mean they don’t want a friendly smile, a good laugh and maybe some hand-holding throughout the buying process.

They’re still a person, just like you and me, and just as you would in a B2C situation, you should try to make a connection with your B2B customers and make them feel excited, engaged and a part of your brand.

Here are a few ways you can pivot your B2B efforts to more P2P ones:

  • Prove the personal benefits. Everyone wants to get something out of the work they do, so appeal to that when making sales. Will your services make them look good to their boss? Will your products position them above their colleagues or maybe even their competitors? Will it give their company clout, and therefore themselves? Show them that they – not just their company – can benefit from doing business with you.
  • Build relationships. Don’t sell and run. Invest time in developing relationships and keeping in touch long after a sale is complete. Follow up with people you meet at trade shows, check in to see if customers need support after a purchase, or simply send an email to wish them a happy holiday or check in on their family. When their job requires them to interact with sales people every day of the week, it can be easy for vendors to fade into the background. Keep your company at the top of their mind by nurturing a strong relationship with each customer (and potential customer) you meet.
  • Get to know the individuals. Knowing what a company is about is one thing, but if you want to connect with the people buying your products and services, you need to know them on a personal level, too. Take time to get to know the individuals on the teams and at the organizations you’re selling to – and make it a point to appeal to their personal interests and needs, rather than just their company’s.
  • Be you, not your company. Whenever talking with a potential client, making a sales call or attending a trade show, come as you. Yes, you’ll be sporting that company polo, and you’ll certainly be a representative of your organization, but at the end of the day, be you. Customers don’t want to do business with robots. They want real people who they like, know and trust.

Are you still limiting yourself with the traditional B2B label? Instead of focusing on what type of customer you’re targeting, try focusing on the bigger picture: The people. Strategize with them in mind, and you’ll be far ahead of your competition. Need help pivoting to a person-to-person marketing approach? Haley Aerospace can help.


B2B Customers Need Connection, Too

B2B Customers

With B2B marketing, it’s all too easy to fall into the numbers and acronyms trap.

Selling your services to a CEO, you throw out ROIs, KPIs, profit margins, costs per click and all sorts of other stats and financials, and sure, they SAY something to your potential buyer … but do they really MEAN something?

It’s doubtful.

This is a common problem in the B2B world. Marketers think that because B2B customers are buying on a large scale or with corporate cash, they’re only concerned with the details – how much it’ll cost, what it will cost them and what the return will be. For sure, that data is important, but B2B customers want much more than that.

They want a connection.

B2B buyers may be representing a business, but they’re still human. And just like you’d make a connection with a B2C buyer, gaining their trust and earning their business, B2B buyers want that, too.

So how do you do it? How can you connect with a B2B customer like a B2C one? We’ve got a few tips.

Listen to them.

What problems, issues and hurdles are they facing? What do their buyers want? What are their competitors offering that they can’t? Show them you care about their business just as much as they do.

Give them what they need.

Respond to those needs and wants. Offer them custom-fit products and services to help them overcome their obstacles. Give them a helping hand in installing, selling or using the products you’ve sold them. Remember: When they make money, you do, too. It’s worth your time.


Don’t just send out their order and close the book. Go above and beyond. Check in and make sure their order was on time and as expected. Follow up and see how you can add value to their purchase. Have customer service reps reach out to answer any questions.

Keep in touch.

Check in with your B2B customers regularly, not to tell them what sales you’ve got going on, but to ask what they need and how you can support them in their goals. Add them to your email list. Follow them on Twitter and Facebook. Interact with them online and in trade shows, and keep your brand top of mind.

Don’t assume.

Many B2B marketers assume once a customer, always a customer. Though it may be easier for a B2B buyer to use the same vendor time and time again, don’t take it for granted. Show your customers you’re willing to work for their business – and not just the first time around. Give them your full attention at every touch point, and keep providing value. That’s how you’ll lock them down for the long-term.

The Connection’s What Matters.

Whether you’re a B2B or a B2C company, success all comes down to the connections you make with your customers. Make them feel valued and heard, and you’ll have their business for life. Make them feel like just another number in the ledger, and you can bet they’ll find another vendor next time the contract’s up. Want help connecting with your B2B buyers? Haley Aerospace can show you how.


Letting Your Brand Lead the Way

brand identity

Branding is more than just positioning your company in the marketplace. If you really drill down, branding can actually determine your company’s overall path – as well as its final destination.

Will it succeed and make endless profits for you and your shareholders? Or will it flounder and let your competitors take the reins?

Your branding decisions play a big role.

Branding’s Part in Your Business

At the heart of a business’s success is its ability to connect with the customer. But how, exactly, do you do that?

Through branding.

With thorough research, good data and solid, fact-based decision making, you can create branding that touches your customers…that gives them what they need, when they need it.

Your branding can get them excited, make them happy or make their lives easier. It can also make them feel a part of your brand and encourage repeat business and longtime customer loyalty.

And the best part?

Once you’ve developed a solid brand, that branding can drive any and all decisions you make. It can help you make decisions regarding products and marketing, finances and budgeting, and anything and everything in between.

And as long as your branding is still accurate and hitting the right marks for your customers, those decisions will always be good ones – ones that make you money and further your business.

If done right, your branding should spell out your:

  • Core beliefs and values
  • Key differentiators and benefits
  • Purchase drivers
  • Customer needs and wants

With all this information at your disposal, it’s easy to make decisions that are smart for your business. There’s no more shooting in the dark or playing the guessing game. You simply let your brand lead the way, and success is right down the road.

Become Brand-led

Is your branding leading the way? Is it well researched and well positioned enough to do so? If not, Haley Aerospace can help. Our expertise in the aviation and aerospace industries, coupled with our hands-on branding experience, can give you the tools you need to make the right decisions in all you do.




6 Strategies to Make Your B2B Brand Stand Out From the Pack

b2b brand

Even for B2B brands, standing out from the competition is important. Sure, there may be fewer competitors than on the B2C market and your buyers are likely a bit more educated and business-minded, but differentiating your products and services from others in the industry is still a crucial and vital part of long-term success.

Unfortunately, making a brand stand out is easier said than done – especially in the B2B world. With B2C products, a simple TV commercial or ad can do the job, but with B2B products, those strategies typically don’t reach the right type of buyer. Instead, you have to get a little more creative with your efforts.

Do you want to make sure your B2B brand is standing out from the competition? Here are a few ways to do it:

  • Use current events. A great way to draw attention to your B2B brand is to tie in your marketing and promotional efforts to a current event. A good example? The upcoming Summer Olympics or the big Oshkosh AirVenture convention! Build off the buzz that already exists for these events, and draw in some new customers as a result.
  • Create a new pricing strategy. B2B buyers are very price-minded, as not only are they working within a corporate budget, but they’re also considering how the prices they pay will trickle on down to the final consumer. If you want to stand out from other competitors in your space, try a new pricing strategy on for size. Offer a limited discount or promotion or add in a few valuable extras with your normal sales price.
  • Offer a freebie. Everyone enjoys free stuff, so use that to your advantage and create promotional giveaways you can hand out at trade shows, conferences and even in sales meetings. Just make sure it’s something your customers will use, so that it serves as a reminder of your brand on a regular basis.
  • Use social media to its full potential. Too many B2B brands simply use social media in a static, hands-off way. They post to it with company blogs and news occasionally, but they fail to use it as a real tool to connect with their customers or provide customer service. Start using your social media in real time, and use it to create conversations with customers – answer their questions, address their concerns, and react to their news and photos as they post them. That’s a definitive way to differentiate yourself from other B2Bs on the market.
  • Target a new niche. B2B brands are already pretty niched, but if you can find a niche within that niche, your B2B brand can stand out even more. Instead of targeting just pilots in general, try targeting pilots who value sustainability and green efforts. Instead of aiming your efforts at aircraft manufacturers, aim them at ones trying to creating smaller, more lightweight planes. The more niched your audience is, the better you can tailor your branding and marketing efforts to their needs.
  • Combine your efforts. In the B2B world, it’s all about who you know. Use that to your benefit. Try teaming up with another B2B provider in your industry and build off each other’s customer bases. Here’s a good example: If you sell in-flight dining services, team up with a company that offers private flight attendant services. Chances are, customers buying one service will need the other, so why not join up and make buying more convenient and effective for customers? It’s a win-win for both parties.

Standing out in the B2B world is hard, but it’s not impossible! Want help making sure your organization is making a splash in the industry? Contact Haley Aerospace today. Our experts are here for you.

Why Thought Leadership Is Vital to Your B2B Brand

B2B brand

No matter what industry you’re in or what product or service you sell, you want your company to be seen as the expert. Customers come to you with a need – maybe even a problem – and they want to feel confident and secure that you know how to (and can) help them.

This is especially true in the B2B world, when so much is riding on one single customer relationship. With B2C companies, you’re merely talking about the purchase of one small product or service. With a B2B brand, you’re talking about a purchase that could impact hundreds, thousands or even millions of other customers once all is said and done. And because of that, B2B buyers take their decisions very seriously.

They don’t want to buy products from just anyone. They want to buy from the best – and only the best.

So B2B brands have a unique challenge in that they don’t need to just stand out from the competition. They need to establish themselves as above, beyond and better than the completion in whatever way possible.

Obviously, though, that’s easier said than done. Sure, advertising and marketing campaigns help. But if you really want to set off your brand as the resident go-to expert in your field, there’s actually a much more affordable way to do it: Focus on thought leadership instead.

What do I mean by that? Let’s dive in:

  • Show customers you know your stuff. Don’t just offer your customers products and services, offer them information too. Enlighten them with new ideas and expose them to strategies and data they might not have heard of before. You can do this through blog posts, ebooks, white papers, email newsletters, even brochures at your next trade show booth. In fact, do all five! The more information you can offer them, the better.
  • Help customers be better and stronger. Give your customers the tools they need to be better than their competitors. Don’t just focus on what can make YOU better. Show your clients how they can use your products and services to stand out, make a splash and come out on top in their marketplace as well.
  • Give it away for free. You charge your customers for products and services, but don’t charge them for information. Make your thought leadership offerings easily and readily available via your website, and don’t require them to make any sort of payment (other than maybe entering an email address) to get them. The main goal here is to show that you’re the expert, not to bring in more cash. Do the former, and the latter will come naturally!
  • Get the whole team involved. Everyone on your team has something to offer, whether it be sales tips, marketing advice or intricate knowledge of how your products are built and manufactured. Get the whole team involved in creating thought leadership offerings, and give your customers a comprehensive education in the things that matter most to them.

Have you put any effort into thought leadership at your company? If you’re a B2B brand, you certainly should. Contact Haley Aerospace today, and our B2B branding experts can help.

The Key Components of Luxury Branding

luxury branding

Many aerospace and aviation brands are considered “luxury.” They’re expensive, they’re aimed at not-your-average American, and they’re something only a certain sector of the population needs (or can even afford).

Because of this, luxury brands require a different approach strategy-wise. You can’t go about their branding, marketing or advertising efforts as you would any old off-the-shelf product or company, but instead you need a more targeted method – a niche tactic aimed at reaching only a very small sector of the world.

That’s a stark difference for many marketers. As with most products, you’re looking to reach as many people in as many places as possible. While luxury brands still want lots of buyers, they also need to realize that not everyone has the potential to become one. Because of their price points or the products and services they offer in general, many luxury brands are just simply out of the question for the bulk of the world’s customers.

It’s sort of like “anti-marketing.” Instead of throwing a blanket brand out there that’s designed to include anyone and everyone, you’re creating something exclusive – something you don’t want everyone to feel welcome joining, buying or doing. It can feel wrong at first – like being the bully at the lunch table – but once you get the hang of it, it can help drive luxury sales through the roof.

Would you consider your brand a “luxury” one? Do you sell services, products or parts not designed for your average American buyer? If so, keep these key points in mind when branding or marketing your company:

Don’t advertise to sell.

Commercials, billboards, print ads – those are all fine to invest in, but don’t create them with the idea of selling a product in mind. Instead, use that ad space to show potential buyers “the dream.” Use it to show people the expensive luxury lifestyle your products and services can offer them. Sell aircraft? Show them what life is like with your own private plane. Offer in-air dining options? Let them see what a five-course meal in the sky is like. Most luxury buyers buy into an experience rather than specific products or offerings.

Get detailed.

With most products, buyers don’t care about where it was made, who made it or what parts were used, but luxury buyers give these details serious weight. They love to know their purchases were made somewhere exclusive or touched by the hands of a known expert. Communicate these unique details about your offerings, and make those buyers feel even more luxurious and exclusive than they already are.

Deliver a VIP experience.

Buyers expect a VIP experience throughout their entire relationship with a luxury brand. From the first visit to the website or the purchase of a product to a customer service call or repeat purchase down the line, they want to know their business is valued, important and not something the brand takes lightly. Make sure your luxury brand invests in the proper resources to deliver this sort of experience – plenty of service reps and salespeople, a five-star online presence, killer marketers, and more.

Do you have a luxury brand? Are your products and services doing as well as they should be? If not, give Haley Aerospace a call. We know luxury brands – and we know aviation. We can help!

How to Create a Cult-like Following for Your Brand


Generally, the word “cult” isn’t used positively. But in the branding world, “cult” is the ideal word.

A cult is what you what your customers to be – a big, passionate group of people ready to tell the world how amazing you are and why you’re special. A group of people willing to go out on a limb and get others to join the cult too.

Sadly, few brands are able to achieve this cult-like status, and not because their products aren’t great or their services don’t deliver. It’s simply a matter of branding.

Maybe they’re not reaching the right types of customers, or maybe their branding isn’t resonating with the customers they do have. Whatever the reason, there’s a way to fix it.

Do you want to build a cult-like following for your company? Here’s what you’ll need to do:

  1. Differentiate yourself. Cults don’t get behind brands that are just like all the others. They get behind those that take a stance – those who are different, unique and special. If you really want a passionate group of customers on your side, do something to stand out. Offer something different from your competitors, whether it be a different process, a different approach or a different product. Let it be known who you are and why you’re not like all the others.
  2. Make your brand a lifestyle. Just liking your brand isn’t enough. You want your company to become a part of their life, so start making your brand about a lifestyle, rather than just a product or For example, say you sell small, personal aircraft. Instead of just marketing your planes, market the lifestyle of a recreational pilot. Talk about the amazing freedoms of the sky, the ease of travel and the wonderful ways life in the air is better than on the ground. Make your customers long to be a part of the lifestyle your brand represents.
  3. Don’t just shout your branding into the void. Listen to your customers. Find out what they respond to, pay attention to their questions and concerns, and alter your branding strategy accordingly. Your ultimate goal needs to be meeting their needs, so constant, vigilant listening is crucial – both online and through your customer service venues.
  4. Create a community. A big part of a cult is the community – the ability for cult members to talk to others who share their same interests and beliefs. You want to foster this for your brand, too, so make customer connections easy. Invest time and resources into your social media, where customers can ask questions, reply to each other and discuss your brand’s lifestyle. Organize events where customers can meet and get to know each other. Foster those relationships, and let a love for your brand bond people.
  5. Be inclusive. Don’t set limits on who can be a part of your cult. If there’s anyone who wants to be a part of your brand and your brand’s lifestyle, let them – even if they’re not the “ideal” demographic you’re targeting. The truth is, sometimes those you least expect will be your biggest brand advocates, so welcome them into the fold wholeheartedly, and don’t close your brand off to anyone who’s willing to join up.

Does your brand have a cult-like following? Shouldn’t it? Let Haley Aerospace help. Our aviation marketing experts can help your brand get the passionate advocates it deserves. Contact us today to learn more.

Why B2Bs Should Get Visual With Their Branding

visual branding

It can be hard to admit sometimes, but branding in the B2B world can often be boring. We use the same old colors on our logos, we market to the same old executives and C-levels, and we attend the same old trade shows every year.

Fortunately, this branding standstill doesn’t have to continue.

The web is moving toward a more visual strategy, and though at first glance this tactic might seem more primed for B2C brands, in fact, visual content can actually help reinvigorate a mature or static brand.

What do I mean by visual content, you ask? Well, that includes things like infographics, charts, videos, memes or even just great photos – anything your customers can see and interact with visually.

Have you started going visual with your branding? If not, you may want to. Here are just a few of the many benefits it can offer B2Bs:

  1. It’s more exciting. Let’s face it: It’s easy for a B2B to be boring. You know you’re only marketing toward C-levels and execs, so numbers, stats and PowerPoints become the norm. While those can sometimes work to sell your services, adding some visual spice to your branding strategy can go a lot further. This is especially true in the aviation world, where visuals can be especially stunning. Just think: An aerial photo of your planes in action instead of a bulleted list of PowerPoint? What do you think will sell better?
  2. It’s shareable. Visual content is super shareable, meaning people are more likely to forward it to a colleague or friend, retweet it on Twitter or share it on Facebook for others to see. That means more referrals and more potential customers will see your brand. It’s a win-win that equals a stronger customer-to-brand connection and more leads in the long run.
  3. It tells a better story. Storytelling is a big part of branding. It keeps customers engaged – even long-term ones – and it makes people feel more like a part of your brand, like they’ve been there with you through it all. While a good story can certainly be told with words, like the old adage says, “seeing is believing.” A little visual content can make a big difference in telling a wow-worthy story to your customers.
  4. It brings clarity. In the B2B world, our sales pitches can sometimes get a little complicated. We sell complex products in a high-tech industry, and it can be easy to get bogged down with the nitty-gritty details. While this can be overwhelming with just plain text, an infographic or chart can help bring some clarity to the situation, making it easier to digest and understand.

Think your B2B branding may be getting boring? It may be time to take your visuals to the next level. Contact Haley Aerospace to see how we can help up your branding ante today.

How to Encourage Passionate B2B Brand Advocates

brand advocates

There are millions of marketing strategies out there, but there’s only one that will work every time, in any situation, and that’s word-of-mouth.

The glowing endorsement of a brand to a friend, colleague or family member is, put simply, the single easiest way to gain a new customer. It costs no advertising dollars, it requires no sales pitch, and it results in an almost immediate conversion and sale.

What more could you want?

Unfortunately, getting those word-of-mouth recommendations is harder than it looks. To get customers to recommend you, you first have to turn them into what we call “brand advocates” – people who love your brand and are passionately committed to buying from it time and time again.

Building up brand advocates is hard for B2C companies, but in the B2B world, doing so can be even more difficult than most bargain for. Luckily, we’ve helped hundreds of B2B clients strengthen their brands and gather armies of vocal, passionate brand advocates, so we have a few tips that can help:

  1. Focus on the customer experience from day 1 – You want every customer that comes through your doors to get the red-carpet treatment. Prioritize their needs, and see to it that they have a dedicated person helping them every step of the way. Answer their questions, be responsive, and deliver on time and as expected. Then, follow up and make sure they’re satisfied. Touch base often, and make sure you’ve met all their expectations and then some.
  2. Know what makes your brand valuable – Does your product increase safety for pilots? Does it cut down on operational costs? Is it easier to install or use? Do you simply have more experience than other brands in your sector? Know what makes your brand stand out, and make sure every customer you do business with does too. Show them what makes you different, and encourage them to get excited about those differences and share them with others.
  3. Put your branding out there – If you really want to build up your brand advocates, take your company online, on social media and in any venue you can think of to reach your customers. You want them to be surrounded by your brand and its voice – no matter what platform they’re on, whether it’s Facebook, Twitter or just the local tradeshow market.
  4. Stay in touch – Don’t let past customers fall by the wayside. Remind them that you’re there and that you once served them well. Check in regularly with email newsletters, connect with them on social media, or send them mailers with coupon codes or birthday messages. Show them you care about them, no matter how long ago you got their money.
  5. Get your entire team onboard – This is important in any branding effort, so make sure your entire team – from the mailroom employees up to the president – knows exactly what your goal is and what your brand stands for. They should be making that goal a priority in everything they do and, especially, in every interaction they have with a potential or current customer.

Need help building up passionate advocates for your B2B brand? Then contact Haley Aerospace today. Our B2B branding experts are here to help.


Why B2B Branding Matters – Even More Than B2C

b2b branding

It’s a sad fact, but many aviation execs don’t think branding’s that big a deal. After all, when you’re talking about drawing in B2B clients (or attracting the C-level team at those businesses), isn’t it all about reputation? Word of mouth? Experience? Of course, they all play a role in B2B success, but they’re not the end-all, be-all of profitability. Not by any means.

In fact, branding actually plays a much bigger role in the B2B world than you think. You know why?

B2B is boring.

There, I said it. The B2B world just isn’t very exciting, and if you work anywhere in, near or around it, you’ll probably admit the same thing. It’s a lot of monotony. It’s a lot of jargon, networking and meetings, and it’s not a lot of fun.

These doldrums of monotony create the perfect platform for great branding. They set the stage for a B2B to really make a splash – to establish itself as unique, different and a true standout from the pack.

With the right branding, a company can break past its competition and shatter records. With the wrong branding (or worse yet, branding that just blends in), it will be just another year plugging away at the status quo. Which result would you rather have?

Branding is also crucial in the B2B world because:

  • Serious repercussions are on the line – For a B2C buyer, the monetary loss of a failed purchase will be minimal. You buy a new perfume you don’t like, you’re out $50. You get the wrong batteries, you lose a few bucks. On the B2B level, entire companies are on the line. If a B2B buyer purchases the wrong engine part or the wrong piece of manufacturing equipment, it can mean severe financial losses or, depending on the business, even safety issues for employees or down-the-line customers. (This is especially true in the aviation world!) Truthful, honest and well-honed branding is vital to attracting the right B2B clients and to ensure their satisfaction and safety in the long run.
  • Branding matters to buyers – It might surprise you, but studies show the B2B decision makers value a company’s brand over many other factors when making a purchasing decision. It’s almost equally as important as efforts from a sales team or representative.
  • Most B2B branding is off – Most B2B brands focus campaigns only on things that matter to them – their sustainability, their charitable efforts, their reach in the global community. Sure, those things look good on a resume, but are they what really matters to a client? Definitely not. This lack of accessible, relatable branding offers yet another opportunity for B2B companies to reach clients. Better connect with their needs, convey those needs through well-honed branding efforts, and enjoy the windfall.
  • Technology has made it necessary – Technology has made learning about companies, products and brands incredibly easy, and B2B buyers can easily do a quick Google search, read about a brand and make a snap decision in a matter of minutes. For a perfected brand, this can mean immense opportunity. For one that just blends in or falls behind, it can be the kiss of death.

Still think B2B branding isn’t all that important? Think again. The aerospace and aviation industry are full of B2B brands just like yours. If you want to stand out, win clients and close business, a well-honed brand is the way to do it. Contact the branding experts at Haley Aerospace to discuss your branding today.