A B2B company can no longer focus its communication only on “what it does”, but must also explain to its audience “why it does it”.
Here the Brand Purpose becomes a central concept , if the objective is to go beyond the threshold of mere sales, to establish itself as a company that pursues very specific goals, vision and principles.
Expressing one’s raison d’être allows B2B companies not only to carry out winning marketing activities in order to increase the number of leads and turnover, but also to positively influence the repurchase rate of loyal customers.
What does Brand Purpose mean?
The concept of Brand Purpose refers to the reason for being of a brand or company and represents the mission, vision and values that guide its actions and decisions.
“ Brand Purpose ” goes beyond simply selling products or services and focuses on the broader meaning and contribution the brand wishes to make to society and the world.
Explaining the reason why you do business , communicating your company values and objectives to your target audience, is a strategic activity that brings advantages to both B2C and B2B companies.
The importance of Brand Purpose in B2B
For those who operate in the business to business sector, Brand Purpose is fundamental because:
- Guide strategic decisions
A strong Brand Purpose helps guide the company’s strategic and operational decisions. It helps establish a clear framework on what the company should do and how it should do it to stay true to its mission. It can influence the choice of market segments, product innovation, partnerships and corporate social responsibility initiatives. A clear Brand Purpose can help make decisions that are more coherent and aligned with the long-term vision of the brand.
- Differentiate from competitors
In the B2B context, products and services can often be perceived by customers as similar to each other. Brand Purpose can be a way to differentiate yourself from competitors, providing a compelling reason to choose one brand over others. This can create an emotional connection with customers, helping to establish a long-term relationship of trust.
- Motivate employees and stakeholders
A well-defined Brand Purpose can inspire and motivate company employees. When employees see that they are contributing to something bigger than themselves and that the company has a meaningful purpose, they are more likely to fully engage in their work. B2B companies often have a complex network of stakeholders (customers, suppliers, investors) and a clear and meaningful Brand Purpose can help engage and motivate them, creating an emotional connection and a sense of belonging.
- Attracts talent
B2B companies are dependent on skilled talent for their growth and success. A meaningful Brand Purpose can attract and retain high-caliber talent, as people are often motivated to work for a company that has a broader purpose and is committed to positive impact.
- Helps address ethical and social challenges
In the B2B context, companies often have the opportunity (and responsibility) to address ethical, social and environmental challenges. A Brand Purpose focused on these issues can guide the company in addressing these challenges in a responsible and sustainable way.
- Build customer loyalty
In the B2B context, customer relationships are often long and based on trust. An authentic Brand Purpose can help create a deeper connection with customers, who can identify with the brand’s values and mission.
Brand Purpose and repurchase rate in B2B: what connection do they have?
When a B2B company has a well-defined and authentic Brand Purpose , it can positively influence the relationship with its customers and obtain benefits.
Communicating the reason for the brand allows you to create an emotional bond that goes beyond the commercial transaction between company and buyer. When customers perceive that the brand has a meaningful mission and is committed to positive impact, a deeper connection develops.
This emotional connection is a key factor in driving long-term customer repurchase and loyalty.
Furthermore, when a company has a purpose that truly differentiates its brand from others in its market niche, it can be consciously chosen by an audience that shares its values. The natural consequence is that customers who identify with the Brand Purpose are more inclined to choose again the brand with which they have established a relationship that goes beyond the business.
Finally, working strategically on explaining your “ Brand Purpose ” to the public helps create long-term value . When a B2B company is committed to providing high-quality solutions, solving relevant problems, and offering added value, customers perceive the brand as a reliable and trusted partner . This trust is a determining factor in repurchase and customer loyalty over time.
