Laura Weldon Creative director
@studioLWD studiolwd
B2B BUYERS ARE MORE EMOTIONAL
“These are exciting times, with Lancashire ready to take more control of its own destiny. The county’s future is bright but together we can make it brighter.”
Phil Riley, leader of Blackburn with Darwen Council, said: “We need to unlock much needed resources to directly benefit our residents and ensure we prosper.
“Local authorities are expected to work together to be taken seriously and leverage greater influence with central government.
“It is vital that Lancashire’s 15 authorities follow down this path to avoid being left behind. This document is a first and important stage in that process. It also celebrates our uniqueness and real strengths.”
And Lynn Williams, leader of Blackpool Council, said: “Despite our diverse geography and our differing communities. the Lancashire 2050 Framework focuses on the things that are a priority for us all.”
The unity theme was taken up by Alistair Bradley, leader of Chorley Council who also chairs the Lancashire district leaders group. He said: “We’ve seen the benefits a collective voice can have in persuading the government to release funding and powers to local people and it’s really important we
take this opportunity to demonstrate our ambition while celebrating everything that is great about our county.”
Devolution deals continue to be announced for various parts of the country, the latest being for Suffolk and Norfolk.
This hugely
important document will help shape the
future of Lancashire for many years to come
Under these plans, the two county councils will have greater control on housing, skills and regeneration, as well as receiving £1bn in funding.
There will also be elected leaders of the authorities, rather than a mayor as in previous devolution deals, something that will give hope that a similar offer will be given to Lancashire. Levelling up secretary Michael Gove said: “Ultimately it is local people who know what is best for their areas.”
THAN YOU THINK Studio LWD recently published a white paper focusing on branding in the B2B sector after a series of studies highlighted that, contrary to popular belief, branding is actually more important to business customers than consumers.
One study into the role of “emotion” in B2B buying was carried out by Google, Gartner and Motista. In summary, it found that B2B buyers’ decisions were based more on emotions and less on facts and figures than B2C buyers, and by some margin.
Basically, B2B buyers are a lot more loyal to and guided by strong brands than you might think.
So, why are so many B2B brands still so… well… boring?
I challenge you to take a look at your own brand right now. How excited does it make you feel? What emotions does it illicit? Now imagine you are a customer. How does it make them feel? Do they feel more or less excited than you?
Now consider that research has found that personal value has twice the impact of business value on B2B buyers and 90% of purchasing decisions are made subconsciously rather than logically – meaning emotions play an integral role in B2B decision-making.
The evidence is there that strong brand strategies in the B2B sphere can have a transformational impact on the fortunes of companies who sell to other businesses.
Yet B2B companies generally still focus on features, benefits and pricing, rather than the emotional brand experience that research shows actually works on customers.
Do you feel your customers are genuinely excited by your brand? If not, maybe it’s time to put some emotion into it?
To discuss how brand power can help you achieve your vision, email
hello@studiolwd.co.uk, call 01253 892031 or visit
www.studiolwd.co.uk
LANCASHIREBUSINESSVIEW.CO.UK
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