✍️ Essay
✓ Link checked
Free
Intermediate
Why we picked it This is the honest counter to the assumption that brand is a consumer, website thing that B2B founders can skip. Salinas argues that because a B2B buyer is putting their own credibility on the line when they pick a vendor, familiarity and trust in your brand often decide the deal before sales ever gets a call. It reframes brand as risk reduction for the buyer, which is exactly the lens that fits when your touchpoints are demos and conversations, not a homepage.
The Strength of a B2B Is in Its Brand
From IE Insights (IE University) by Gabriela Salinas ~10 min read
- A B2B purchase carries career risk for the buyer, so a trusted, familiar brand is a safe bet that shortens and de-risks the decision.
- B2B decisions are more emotional than the rational stereotype suggests, and consistent distinctive assets (a recognizable name, look, story) do real work.
- Most buyers have narrowed their options before talking to sales, so brand visibility earlier in the journey matters even without a lead-gen website.